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08/31/2001 - Interactive Television

How to Produce Movies for Television

"Life is a challenge, Live up to it."

-- Amber McClure

Interactive Television

AOL Time Warner has become the conglomerate front runner. When it comes to developing innovative ways to reach consumers, nobody does it better. They always seem to be one-step ahead of the competition.

Recently, AOL Time Warner appointed the chief executive of their Time Warner Cable division to run a unit to develop interactive television services. Time Warner Cable had built a very expensive Full Service Network in Orlando during the mid-90's. More recently, they've invested more than $4 billion to upgrade its systems for two-way digital data. Now they're moving full speed ahead to seek a return on that investment by selling digital services.

Time Warner Cable is already profiting by selling digital cable service. They're bundling additional channels using the new network's higher capacity. And, they're also selling the popular Road Runner high-speed Internet access service, offering it as an added incentive to their premium service cable customers at reduced rates.

Starting in September, Time Warner Cable will introduce a choice of other Internet services, including a high-speed version of America Online and one from EarthLink.

Time Warner Cable is also beginning to offer video-on-demand services. Users will be able to choose from a menu of movies at any time; not just at specific hours. The competition, on the other hand, offers pay-per-view services that are locked into starting times for their movies.

The future is here. Time Warner Cable major objectives to prepare for a world in which every household can be tuned to a different program.

The name of the game is establishing direct relationships with customers. The most effective way to do this is by building a subscription relationship with consumers that will help suppliers to identify a profile for what the customer really wants and likes.

The smart money knows that Content is King. Give consumers what they want and they'll come back for more. The best way to do this is by controlling a number of assets. That's why the major players are involved in critical arenas such as music, movies, television, publishing, games, education, sports, and the internet.

The race is on to capture the buck. In addition to AOL Time Warner, which is ahead of the pack, worthy competitors include Viviendi Universal, Disney, Viacom, and the News Corporation.

"To the victor belongs the spoils." It will be interesting to see how it all plays out.

Stay tuned.

"Give the world the best you have,
and the best will come back to you."

-- Madeline S. Bridges


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