TWC ratchets up ‘Get Tough’ initiative with new ads
Time Warner Cable is launching new advertising as part of its “Roll Over or Get Tough” campaign against increased fees by programmers.
The nation’s second-largest cable operator started the campaign on Nov. 25 to ask customers for their feedback on programming costs and to help them understand how fees are negotiated between Time Warner Cable and the programmers.
The advertising campaign includes a Roll Over or Get Tough Web site, as well as newspapers, online and TV advertising, and e-mails to subscribers.
Time Warner Cable said programmers were threatening to hold shows hostage as part of the negotiating process, and that some programmers are seeking a 300 percent increase over the current contract. To date, Time Warner Cable said it has received feedback from more than 400,000 visitors on its Web site.
“Our customers are letting us know that they want us to fight against rapidly increasing programming prices,” said Glenn Britt, chairman, president and CEO of Time Warner Cable. “We’ve heard them, and we intend to put as much pressure as possible on programmers with unreasonable demands to get our customers the best prices we can.”
In addition to the new ads, Time Warner Cable has also added features for customers on the Roll Over or Get Tough Web site, including a Spanish-language version, FAQ’s, customer comments, and a media room that will include access to campaign materials and media coverage.