• by David Goetzl , May 11, 2009

A top-10 cable operator said it is having some success in attracting customers looking to avoid losing service due to the coming digital transition. Mediacom said Monday that 8% of its new TV customers in the January-March period resulted from the planned June 12 switchover.

Customers can avoid losing service by adding cable or satellite service or taking other actions. Mediacom did not disclose how many new customers the 8% figure represents, and a company representative declined to comment.

The figure covers additions during the first quarter, with a bump presumably coming around February, when the transition was initially scheduled and later delayed.

Now in the run-up until June, "we expect to see more incremental positive results from the transition," according to John Pascarelli, executive vice president of operations.

Pascarelli attributed the new additions to a targeted direct mail campaign and special promotional offers. Mediacom is the seventh-largest cable operator, with 1.3 million customers.

As of May 1, 3.5 million -- or 3.1% -- of U.S. homes remain unprepared for the switchover, Nielsen figures show.

Pascarelli made his comments on a conference call to announce results for the first quarter, where revenues were up 7% to $358 million.