Broadband Briefs for 11/04/08
• Verizon expands services in R.I., N.Y.
By Traci Patterson
In Providence, R.I., Verizon now offers more than 100 high-definition (HD) channels on its FiOS TV lineup.
Verizon recently added 18 channels to its Rhode Island lineup, including 16 new HD channels, and the telco said that it now offers at least 55 more HD channels than Cox in the area. More than 500 channels, including 102 HD channels, are now available on FiOS TV in Rhode Island.
Meanwhile, residents and businesses in more neighborhoods in the Bronx and Brooklyn now have access to a bundled package of FiOS TV, FiOS Internet and wired voice services for as low as $94.99 per month. In addition, Verizon is spreading Verizon FiOS TV availability to more areas in the previously activated Brooklyn neighborhoods of Bergen Beach, Flatlands, Georgetown, Homecrest, Madison, Marine Park, Midwood and Mill Basin.
• Research: Fast-forwarders still pay attention to ads
By Traci Patterson
Consumers who fast-forward through recorded and live TV programming actually pay more attention to advertisements, and can be influenced by brand images they view for only a fraction of a second, compared with those consumers who do not fast-forward, according to Boston College researchers.
Boston College’s Carroll School of Management Professors S. Adam Brasel and James Gips found that advertisements with brand information placed in the center of the screen still create brand memory, despite a 95 percent reduction in frames viewed and complete loss of audio. Their results are reported in the November edition of the Journal of Marketing.
"In the age of DVRs, advertisers who place their brands anywhere outside the center of the viewing screen do so at their own brand peril," said Brasel, an assistant professor of marketing. "Even in fast-forward, consumers can focus in on a product logo or brand and that fraction of a second can later influence their preferences."
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