CHICAGO—The cable television industry has selected independent agency CKPR to handle a six-figure public relations campaign to build awareness of its rapidly growing On Demand service. The Cable & Telecommunications Association ’s On Demand Consortium, comprised of major system operators, programmers, studios and technology partners, selected CKPR after reviewing an initial field of six agencies.
According to Anne Cowan, CTAM vice president of communications, CKPR will be charged with creating a clear positioning platform for On Demand, then building awareness and demand for a service that is quickly changing the way we watch TV.
“We believe that On Demand services are a compelling reason why cable has become a truly empowering choice for consumers,” said Cowan. “CTAM and the On Demand Consortium believe that a strategic communications program is key to helping consumers achieve a better understanding and appreciation of cable’s options.”
Cowan cited CKPR’s deep experience in packaged goods brand building, reputation management and media relations as significant factors in selecting the agency.