TWC Promotions on Demand

Monday, Connecticut-based Time Warner Cable launched a new video-on-demand (VOD) service titled Promotions on Demand. With this service, Time Warner subscribers will view several long-format on-demand ads – each correlating with specific channels, such as “Find it on Demand” and “Automotive on Demand.” In no more than a week, viewers will receive coupons and various promotional packages in the mail, based on the product or service featured in the long-format advertisement watched days prior.

"When customers get marketing materials they really want and advertisers get customers who are interested in their offers, everybody wins," Joan Gillman, President of Time Warner Cable Media Sales, stated during a prepared statement. "In addition, POD can help marketers maximize their marketing dollars during this unprecedented economic downturn.”

According to Time Warner Cable, Promotions on Demand is "the first in a series of Response Media products" that the multiple-system operator (MSO) plans to utilize.

Promotions on Demand will be implemented in Time Warner Cable’s top markets, where it will be available to approximately 3.5 million customers. Select advertisers will have access to POD in May 2009. The cable TV provider hopes to have Promotions on Demand deployed in every market by the third quarter.

In other Time Warner Cable news, the pay-TV provider has signed a distribution deal with Smithsonian Networks. Under this agreement, the Smithsonian Channel will join Time Warner Cable’s increasing HD lineup. In addition, Smithsonian Channel content will be available through various Time Warner Cable outlets including HD on Demand and Road Runner High Speed Online.

“We’re thrilled to be a part of the Time Warner Cable family,” stated Tom Hayden, GM of Smithsonian Networks. “This gives us the opportunity to bring the award winning, original, family-friendly, HD programming that Smithsonian Channel has been producing to a much wider audience through TWC’s multiple platforms.”