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Cox Communications has joined the ranks of telco and cable operators that have deployed a Caller ID on TV application to their subscribers.

Cox’s service, which is called “TV Caller ID,” is being offered in Oklahoma City at no additional cost to Cox digital phone customers who have Caller ID and Cox’s digital cable. Cox said it would rollout the Caller ID on TV service to additional markets next year.

“TV Caller ID is an example of the continued evolution and convergence of communications platforms,” said Steve Necessary, vice president of video strategy and product management for Cox Communications. “Customers prefer to bundle voice, Internet and video services from one trusted provider, but, more importantly, they want these services to work together to help enhance their lives.”

Cox, the nation’s third-largest MSO, is offering Caller ID as part of the company’s slate of interactive services.

Cable and telco operators have been deploying Caller ID on TV services for several years now in hopes of not only providing customers with a better experience, but also to differentiate themselves from their competitors.

Caller ID on TV

Time Warner Cable’s Caller ID on TV

Time Warner Cable’s Caller ID on TV was first launched in June 2005 in its Columbia, S.C., system, with the second launch in Rochester, N.Y., in September of the same year. Currently, TWC has Caller ID on TV in more than half of its 23 divisions. Time Warner Cable developed its Caller ID on TV application internally.

In November of last year, Cablevision made Caller ID on TV available for free to all of its digital phone customers (story here), and then it announced in March that it had surpassed one billion Caller ID on TV messages on its customers’ TV screens (story here).

Comcast also launched a Caller ID on TV service earlier this year, with Caller ID on PCs slated for release next year. (story here).

Vendor Integra5 has also deployed Caller ID on TV with numerous service providers, as well as Caller ID on PCs to both cable and IPTV service providers. Integra5 announced this year that its platform was launched by Liberty Global-owned VTR and with Canadian cable operator Videotron.

In addition to incremental revenues, if a service provider decides to charge for either converged service, studies by Integra5 have shown that blended services are well received by customers and can reduce churn in the face of competition.

More Broadband Direct:

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• FCC insider: White spaces will pass

• J.D. Power: Cable modem usage up

• Wi-Fi Alliance reflects on milestone

• Broadband Briefs for 10/30/08

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