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
The industry has already targeted potential subscribers with an ad
campaign starring Dawn French, through J. Walter Thompson.