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Time Warner Cable Bows Lower-Cost Tier

  • Mediaweek, Monday, November 22, 2010 12:04 AM
Time Warner Cable on Thursday announced plans to introduce a new cut-rate video service designed to help reduce subscriber churn. Time Warner Cable chief marketing officer Sam Howe said the "TV Essentials" tier is about to be test-marketed at two price points. At $29.95 and $39.95, the package will cost subscribers as much as $20 to $30 less per month than the operator's digital Starter Pak.

The first test will begin Nov. 22 in TWC's New York City footprint, while a second trial is planned for mid-December, in Northeast Ohio. From there the operator will analyze the results with an eye toward rolling out the package in additional systems in 2011. Chief among the networks that will not be represented in the TV Essentials lineup is ESPN.



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