Panasonic Offers $100 Break On HD Sets
July 1, 2004
New York, NY--Panasonic has teamed up with 10 of the nation's largest MSOs for the "Make it a Hi-Def Summer" promotion. As part of the campaign, customers who buy select Panasonic HDTV sets or monitors and then either activate digital cable with high definition from participating local cable providers or upgrade existing cable service to high definition service will receive $100 off their HD cable service. A list of the eligible sets and monitors offered by Panasonic can be found at www.panasonic.com/cableoffer.
The "Make it a Hi-Def Summer" promotion is part of an ongoing initiative spearheaded by the Cable & Telecommunications Association for Marketing (CTAM), which unites cable companies in a variety of consumer marketing and education efforts. The cable companies involved include Adelphia Communications, Bright House Networks, Cable One, Cablevision Systems, Charter Communications, Comcast, Cox Communications, Insight Communications, Mediacom Communications, and Time Warner Cable.
According to Gene Kelsey, vice president, brand strategy group, Panasonic Consumer Electronics, the timing of the "Make it a Hi-Def Summer" promotion is perfect. "With the excitement building toward the Olympics, it’s a great opportunity to take advantage of consumer interest in HD," he said.
Andy Addis, senior vice president, marketing and new products, Comcast Cable, said the promotion will help cable get a leg up on DBS. He also noted that it will help benefit consumers by consolidating the goals of consumer electronics companies and cable operators: "HDTV truly transforms the TV viewing experience, but it takes a combination of service and hardware to optimize that experience."
From July 1 through August 31, CTAM, Panasonic, and the cable companies will be running joint television and print advertising campaigns to promote "Make it a Hi-Def Summer." This will be supplemented by retail point-of-purchase information for consumers and a national online campaign promoting the offer.
"Make it a Hi-Def Summer"