Telewest Sets Sights On Sky Customers With New Packages
Embattled cable provider Telewest is shaking-up its digital television packages as part of a move to temp Sky Digital customers away from the their current contracts ahead of a price rise by the satellite superpower.
In addition to revamping its current crop of packages, Telewest will launch a marketing campaign specifically targeting Sky’s premium channel subscribers. The cable operator claims that customers subscribing to its Essential TV package with either Sky Sports or Sky Movies can save 25% compared with similar services from Sky.
Commenting on the company’s latest digital push, Philip Snalune, director of television at Telewest Broadband, said: “This is the first time we have directly targeted Sky subscribers, who are getting uneasy about the money they have to stump up each month. There is a misconception that you can’t get Sky premium channels with cable. We’re making sure consumers know you can – and its 25% cheaper.”
He added: “Our television packages start from just £3.50 a month and offer the best quality content at the best possible price. Consumers shouldn’t pay too much for loads of channels they’re unlikely to watch.”
Telewest launched its Essential TV package earlier this year, promising customers a mix of the most popular channels at low prices. The package’s launch campaign was highly competitive, offering Sky viewers free installation of Telewest cable by pressing the red button on their Sky remote control whilst watching the campaign’s spot adverts (see Telewest Tunes In To Cut Price Digital Television).
Last month saw Telewest put increasing pressure on competitors in the broadband internet market, dropping the price of its high-speed internet service to £12.99 per month, making it the cheapest option for those wanting high-speed internet access. The on-going price war for budget broadband customers has drawn most major players, including BT and AOL, into the fray (see Telewest Drops Broadband Price To Lowest In Market).
Telewest: 0845 142 0000 www.telewest.co.uk
Recent New Media Stories from NewsLine Yahoo! And Colgate To Study Benefits Of Online Advertising Google And Yahoo! Threaten Local Advertisers Use Of Rich Media Advertising Continues To Grow
Subscribers can access ten years of media news and analysis in the Archive