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Cable Network Name Changes Could Mean Drama for Pay-TV Operators

Cable networks are changing their names in an effort to grab more viewers and advertising dollars. Will this mean an increase in subscriber fees expected from pay-TV companies, who have no control over content and may need to pay for fledgling shows that don’t necessarily bring home the bacon? "You bargain for a specific service that you were pitched to meet the needs of consumers," said Dan York, head of programming for DirecTV. "If that doesn't work, it doesn't mean the content provider has a unilateral right to turn it into something else or even call it something else."

Read the whole story at Advertising Age »

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