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TWC, Pioneer team on HD promo

Mon, 11/24/2003 - 7:00pm
Jeff Baumgartner

High-definition television (HDTV) long has been a chicken-or-egg proposition. Without the proper equipment, consumers can't see the programming, and without plenty of programming, consumers won't pony up the cash for an HD set.

Time Warner Cable and digital TV and set-top supplier Pioneer Electronics (USA) Inc. hope to bring the two together via a new, nationwide promotion designed to build awareness and stimulate market growth for burgeoning HDTV services.

As part of the promotion — which runs Nov. 26, 2003 through Feb. 8, 2004 — cable customers who purchase a Pioneer HDTV set and subscribe to TWC's HD service will receive a $500 cash rebate, six months of free HD service and set-top rental. Retailers such as Best Buy, Circuit City, CompUSA, Sears, Tweeter and Ultimate Electronics are participating in the campaign.

The national campaign was spawned by a pilot HD promo that TWC and Pioneer conducted in the Los Angeles area. That three-month test resulted in a 175 percent boost in HDTV subscriber growth, the companies said.

"We can't sell a customer an HDTV tier if they don't have an HDTV and this is a phenomenal opportunity to invite consumers into retail locations and take advantage of our high-definition offerings," said Charles Haugabrook, vice president of sales channel development at TWC, in a release.

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