Cable Television: Getting connected to cable

New national brand, Cable launched in 1996, paper describes the industry and finances in detail. Investment expected to reach £12m by end of decade. By 1995 penetration was 22% rather than the projected 45% for end of decade, cable shares underperforming and the City skeptical. New marketing campaign executed in 1996, positioning the cable brand as a delivery method providing homes with information and entertainment. Campaign was well received in the City with a decline in negativity about cable operators and evidence that approx. 10% of interest shown was being converted to subscriptions