Cable Based Television †Retaining Customers

Cable Based Television – Retaining Customers The industry of communications has grown exponentially during the past years allowing cable and satellite television companies to capture a large piece of the market. According to the National Cable & Telecommunications Association cable television was introduced since the late 1940’s in the USA while satellite TV was introduced in the early 90’s. According to the Television Bureau of Advertising (tvb.org) Cable television has lost significantly part of its market share to the newly introduced Satellite TV providers. According to research by Nielsen Company reported by tvb.org in February of 1999 the percentage of TV per household receiving cable television was at 70% while 9.1% came from any form of Satellite receivers while in July of 2009 only 62.2 % belonged to cable transmission while 28.6% to satellite receivers. This data is somehow alarming to cable companies all around. Even though they still remain as a top provider they have lost a significantly share of the market over a rather short period of time. This calls for action from the cable companies to analyze and evaluate new strategies to retain customers and eventually gain back the customers lost. This situation might change depending on the providers of the services, also affecting other things such as quality of the service, installation processes, prices and even customer services. While Satellite providers started appealing to a higher income percentage of the population now they are working their way down the income latter to appeal with better prices and bundles. The present marketing plan aims to draw a clear strategy that will start locally in the area of Tampa and surrounding cities. If the implementation is effective then it shall be replicated to all the other states and cities were the company in question, Bright house Networks, works as a Cable provider. Having in mind that cable is something that people can definitely live without, it is a harder task to preserve the nee d especially during rough times as perceived by the public in general. With the introduction of technology the addition of internet service provider to the cable companies has been a very smart way to create an increased need for the services and the effect of this shall be explored within the marketing plan, including the differences between the different services offered by the satellite TV and Cable TV providers which are often a deal breaker when deciding to stay or change companies. Company Overview Bright house Networks is a cable provider company established in 1994, it was merged with Warner Cable and other local cable providers to form the new company with new goals in mind and definitely different managerial styles. According to Bright House Networks, LLC Company Profile on Yahoo Finance it has over 2 million subscribers in the areas of Alabama, California, Florida, Indiana, and Michigan. Recently, Bright House Networks ranked highest in customer satisfaction for the fourt h year in a row by J.D. Power and Associates for Home Phone and for the delivery of High Speed Internet in the South Region. (Brighthouse.com/company overview) The company has a very important presence in Tampa and surrounding cities. It is the main cable provider in the area offering also other services such as high speed internet and telephone services which they cater to both households and business alike.