• The Wall Street Journal (registration required), Thursday, January 18, 2007 11:30 AM

Time Warner Cable's "Home to the Future" road show opened this week in New York as the telecommunications giant seeks to create a stronger brand in a field that faces new competition from telephone companies. The company's first attempt at experiential marketing is designed to show consumers that it can supply a suite of services that will take competitors years to replicate.

Though the installation's title may suggest futuristic, most of what is on display--such as high-definition digital cable provided through set-top boxes, a cellphone that delivers live television and "Startover," a video-on-demand technology that allows viewers to watch a program already in progress in its entirety--is already available or will be rolled out in the coming months. And that's the point.

After three weeks in New York, the interactive display will travel around the country to 12 cities where Time Warner Cable has operations, including Los Angeles and Dallas. Time Warner is also using the exhibit to present digital products from other parts of the media giant, such as TMZ.com, a celebrity Web site operated by AOL and Warner Bros.

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