NEWS: Cable operators to axe weak channels as market takes off

A number of UK cable and satellite channels will lose a significant proportion of their audience as cable operators dump poor performing channels in favour of those launching later this year.

A number of UK cable and satellite channels will lose a significant

proportion of their audience as cable operators dump poor performing

channels in favour of those launching later this year.



With up to 20 new channels launching this summer and autumn, competition

for space on the cable bandwidth is increasing.



According to cable operators, many cable and satellite channels are not

delivering the required audiences and are therefore failing to justify

their position as part of the cable package.



Operators are deciding which channels to drop to make way for the more

attractive ones coming on-stream. As a result, a number of channels

could be virtually wiped off the UK’s cable systems.



Dedicated UK channels are likely to prove more popular with cable

operators than some pan-European ones, as are launches that will be

promoted with significant adspends.



One cable operator said: ‘We can’t afford not to make room for them, and

that means dropping some of the less popular channels.’



The money being put behind launches such as the Granada Sky Broadcasting

channels and the new Sky Television channels should boost cable

subscriptions.



The industry has already targeted potential subscribers with an ad

campaign starring Dawn French, through J. Walter Thompson.



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