"Indeed, response to the tier has been so overwhelming that TCI is considering offering a self-installation kit for the digital set-top boxes, she said. "
In Denver, TCI Digital Cable Racks Up 2% Penetration
By Kim Mitchell
Since its launch Nov. 14, TCI Digital Cable has racked up a penetration rate of almost 2% in its hometown of Denver, with a slightly higher penetration of 2.4% in the greater metropolitan area.
In the city of Denver, which counts 105,041 cable subscribers, TCI had signed up 1,947 customers as of the end of January, according to city officials. The MSO said it recently signed up its 10,000th digital subscriber in the Denver metropolitan area, which counts some 410,000 customers.
TCI president Leo Hindery last year said the company aimed to offer digital to 92% of all homes passed by the end of 1997, but the MSO has been mum on actual penetration numbers.
However, a spokesman said last week that the company would release more information on the digital tier effort when it releases its first-quarter results.
The spokesman said the MSO has its digital product in front of 9.2 million of its 14.3 million homes. What's more, on March 3, TCI will roll out its $10 digital tier to another 85 cities, representing 830,000 cable subscribers.
Indeed, response to the tier has been so overwhelming that TCI is considering offering a self-installation kit for the digital set-top boxes, she said.
TCI Digital Cable launches started out slow last year and were stepped up as the year progressed. Marketing in Denver has been kept to a minimum, although several full-page ads promoting the product recently have appeared in area newspapers.
The 36-channels digital tier costs $10, plus $3 for the converter box and 30 cents for a remote. The tier features a mixed bag of 36 video and 10 DMX programming services, including 19 basic networks. Among them: Discovery's Kids, Science, Travel and Civilization networks; ESPNews; Independent Film Channel; Classic Sports Network; Game Show Network; BBC World; CBS Eye On People; Turner Classic Movies; Outdoor Life Network; Sci-Fi Channel; and HGTV.
The package also offers Prevue's digital guide, about seven channels of pay-per-view, Spice and about 10 multiplexed pay services, which only are available if the customer is a subscriber to the pay network's primary feed.
TCI is considering expanding the tier in systems where it has undedicated channel space, the spokesman said.
(March 2, 1998) |
