Starz veep touts 100% digital
Get with the program, a Starz Encore Group LLC senior VP tells the cable industry.
On a "Premium Goes Digital" panel at the CTAM Digital and Pay-Per-View Conference in New Orleans, Senior VP for Marketing and Business Development Mike Hale said cable must change its mindset to win the digital war or risk being left behind. Partial market penetration of digital isn't enough, he said, especially if competitors are 100 percent digital. He added that cable should sell only digital packages and not rely on falling back on analog offerings.
The ultimate weapon is Subscription on Demand capacity, for its revenue and potential for the cable business, he noted. As to missing out on the "next great business opportunity" of SOD, he urged the cable crowd not to limit itself to the "historical mindset that transactional revenue opportunities are needed exclusively to justify the necessary VOD capital expenditure requirements."