December 16, 2005 -- About CTPAA / Membership / FORUM 2006 / Beacon Awards

Inside This Issue:
Cable Industry Research Funded by CTPAA Is Published by CTAM
Deadline Jan. 3 - Public Affairs Achievement Award Nominations
Congratulations to Patricia Andrews-Keenan and Thank You to All Beacon Award Entrants
National Geographic Channel Hosts Everyday Explorer School Assemblies
Adelphia Helps American Red Cross Boost Blood Supply During Holiday Season
Scientific-Atlanta Launches Campaign to Clear Up Consumer Confusion About HDTV
OLN Contributes Over $79,000 to Hurricane Rebuilding Efforts
FORUM 2006: Register by Dec. 31 to Save $50, Program Outline Now Online
Job Opening – Director, Media Relations
Thank You Corporate Members!

 Cable Industry Research Funded by CTPAA Is Published by CTAM
What follows is the foreword to "The Residual Value of Giving," a research article written by Annette Arno, director of survey research and Mark Weiner, president and founder of Delahaye, presenting the research firm's findings from a survey commissioned by CTPAA. The article, published in CTAM's e-magazine, details the cable industry's contributions to the communities served by cable, and provides a quantifiable measurement of this contribution that has never before been completed. Below is the foreword for the article, as well as research highlights. To view the full article, click here.

Foreword by Mark Harrad
Co-Chair, CTPAA Committee to Create a Favorable Environment for Business Growth
Senior Vice President, Corporate Communications—Time Warner Cable

Cable is a local business. Our employees live in the communities we serve. Cable TV networks have always partnered with operators to bring their popular brands to life for viewers by taking active roles in community forums and special events.

Since the industry's early days, cable has vigorously supported local community groups. This support most often takes the form of PSAs, but also includes direct cash contributions, community outreach around social and civic programming, employee volunteer time, and free cable service and Internet connections to schools in our service areas.

So it's a little surprising that an industry that has been at the forefront of supporting local community organizations over its 50-year plus history, has never, until now, attempted to add up the sum total of those efforts in terms of their financial worth. There has been at least one earlier estimate: a lengthy economic impact analysis about cable's contribution to the U.S. economy, produced by Bortz Media & Sports Group, Inc., in 2003, estimated that cable provided approximately $431 million in community support during 2002. This finding was based on an amalgam of other reports, rather than original data from respondents.

The Cable Television Public Affairs Association (CTPAA), the professional society for our industry's communications and public affairs executives, thought it would be useful to take a fresh stab at collecting this information. It's an important part of cable's story, and one that is too often overlooked.

The idea for this project was first proposed by Bob Morrison, then an executive with VH1's Save the Music program as well as president of CTPAA, as part of an overall Strategic Plan adopted by the CTPAA Board of Directors in September 2002. By the summer of 2003, a Committee I chaired had reviewed proposals from several research firms to get us underway. We selected Delahaye, which in the face of many obstacles – including the fact that MSOs and programmers haven't typically aggregated this kind of information – completed this first-of-its-kind survey earlier this year.

This study is an important first step in understanding cable's true commitment to its communities. Admittedly, it is more statistically derivative than representative. Surveys were returned from 34 companies. Delahaye weighted respondents in terms of their size, so projections about the entire industry could be made. More detailed information about exactly how cable contributes, especially its focus on schools and educational efforts, are items in need of more research.

However, through this work, we hope we've helped prod operators and networks alike to collect this information on a regular basis. We're confident that with better company tracking systems in place and heightened response rates, future studies will show with confidence that this initial estimate – that cable provides value of more than $1.3 billion annually for good works in its communities – is in fact on the low end of the spectrum.

But it's not a bad place to start.

Research Highlights:

  • Cable industry contributed $1.36 billion to the community
  • Total of $123 million contributed to education
  • Value of PSA time donated was $811 million
  • More than $8.5 million worth of employee volunteer time
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 Deadline Jan. 3 - Public Affairs Achievement Award Nominations
Is there a cable public affairs executive whom you have admired and believe should be recognized by the industry? If so, nominate him or her for the Public Affairs Achievement Award. Presented annually during FORUM, the award recognizes and honors individual members for their outstanding contributions to cable public affairs in the categories of community relations, government relations, media relations or local programming. The 2005 winners were Rosa Gatti, ESPN, Inc. for media relations, Bonnie Hathaway, Time Warner Cable, for community relations and Ivan Johnson, Cox Communications, for government relations. The nomination deadline for the third annual Public Affairs Achievement Award is January 3, 2006.

The eligibility requirements are:

  • Current member of CTPAA
  • Member of CTPAA for a minimum of three (3) years
  • Worked in public affairs a minimum of five (5) years
  • Supports the goals of the CTPAA
  • Employed by a MSO, Local Cable System, Cable Network, Industry Supplier, or Industry Nonprofit Organization
  • Individuals are eligible to receive the award once for each of the four categories.

The 2006 Public Affairs Achievement Awards will be presented during FORUM 2006, March 19-22, 2006, at the JW Marriott Hotel in Washington, DC. For information on how to nominate someone or to obtain a nomination form, please go to the membership page of the CTPAA Web site.
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 Congratulations to Patricia Andrews-Keenan and Thank You to All Beacon Award Entrants
Patricia Andrews-Keenan, vice president of communications, Greater Chicago Region, Comcast, won a $100 gift certificate to Amazon.com through a random drawing from all the CTPAA members who submitted an entry to the 2006 Beacon Awards. Each CTPAA member who submitted an entry to the 2006 Beacon Awards was eligible and every subsequent entry increased members' chances of winning the gift certificate.

CTPAA received 456 entries to the Beacon Awards this year - a 22% increase over last year's 373 entries. The previous time more than 456 entries were submitted was in 1999, when 504 entries were received. Thank you to CTPAA members who helped make the 2006 Beacon Awards a success!
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 National Geographic Channel Hosts Everyday Explorer School Assemblies
National Geographic Channel has been visiting schools across the country to introduce students to the idea of being an "Everyday Explorer." Launched in May, the Everyday Explorer initiative is an experiential learning program designed to motivate middle school students to get out and explore the world around them, starting in their own community.

On Nov. 10, NGC introduced this idea to students at West Milwaukee Middle School in Wisconsin, in partnership with Time Warner Cable. Mike Heithaus, a behavorial ecologist from National Geographic Channel's Everyday Explorer series, addressed 160 seventh-graders and shared his experiences as an explorer and his feelings on the importance of exploration and the need for curiosity and creativity. On hand to help him were three nocturnal animals, a raccoon, a binturong, a rare Asian bearcat found in the tropical forests of Southeast Asia, and a kinkajou, a mammal in the same family as a raccon, native to Central and South America. At the assembly, National Geographic Channel and Time Warner Cable presented the school with 30 National Geographic world maps, one for each science and social studies classroom. In attendance at the event was Jeanette Bell, mayor of the city of West Allis who issued a proclamation, as well as the president of the village of West Milwaukee and the superintendent of the West Milwaukee School District.

One week later, National Geographic Channel held a similar event at Frederick Douglass Academy in Harlem, N.Y., once again partnering with Time Warner Cable. At this assembly, Heithaus addressed the sixth-graders and was joined by more unique animals: a gray fox, two three-banded armadillos and a slow loris, a nocturnal mammal from the tropical forests of Southeast Asia. The cable partners again presented the social studies and science classrooms with official maps. On hand were staff members from the offices of New York State Senator David A. Paterson and New York State Assemblyman Herman D. Farrell, Jr.

National Geographic Channel plans to host additional Everyday Explorer events at schools in San Diego, Charlotte and Houston. Visit the CTPAA Web site to learn more about the program from National Geographic Channel President Laureen Ong. Cable systems interested in hosting an event should contact their local Fox Cable Networks representative or Casey Schick at casey.schick@foxcable.com or 310-369-0839.
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 Adelphia Helps American Red Cross Boost Blood Supply During Holiday Season
Adelphia has teamed with New England Cable News (NECN) and the American Red Cross to help ensure that a safe and adequate blood supply is available during the holiday season and throughout the winter months when blood donations are often critically low. Adelphia will encourage its customers, employees and business associates to "Celebrate the Gift of Life," by donating blood, and will host seven blood drives throughout the northeast from Dec. 12 to Jan. 12.

Blood drives will take place in Adelphia markets including Buffalo, N.Y.; Burlington, Vt.; Plymouth, Mass.; Norwich, Conn.; Augusta, Maine; and Londonderry and Conway, N.H. At several locations, Adelphia will co-sponsor drives with community organizations, churches, senior centers and hospitals. In other markets Adelphia will host the drives at their offices. To help raise public awareness, Adelphia is airing a PSA produced by NECN to inform viewers of the constant need for blood donors. For more information, contact Mike Leone at mike.leone@adelphia.com.
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 Scientific-Atlanta Launches Campaign to Clear Up Consumer Confusion About HDTV
Scientific-Atlanta has launched an educational campaign to correct common misperceptions about high definition television and to make sure consumers understand what they need to do to experience "true" high definition programming. According to new Scientific-Atlanta research, nearly half (49%) of HDTV owners are not taking full advantage of their HD televisions because they either do not receive HD programming (35%) or they do not have the equipment needed to properly view it (14%). Through the new campaign, "Experience the True-Def of Hi-Def," Scientific-Atlanta will join forces with cable systems to educate consumers and to encourage them to upgrade their cable services in order to receive the benefits they're missing.

There are more than 16 million HDTV sets in homes today, and Forrester Research projects that more than half of American homes, 50 million homes, will have an HD set in the next five years. Scientific-Atlanta's telephone survey attempted to discover why HDTV owners were not purchasing the required equipment and services. Twenty-eight percent said they did not purchase any further equipment because the picture quality improved just by hooking up the HD television set. Slightly fewer (23%) of those surveyed fail to do so because the logo at the bottom of the screen said the channel was broadcast in HD. Nearly 1 in 5 (18%) said they thought the HD set would give them HD programming without any additional equipment. Fourteen percent said an HDTV salesperson told them they did not need any special equipment.

Scientific-Atlanta's campaign clears up these misconceptions and explains the combined role played by the HDTV set, the HD cable set-top box, HD programming and the consumer's ability to tune to an HD channel. The company's Web site features a multimedia Introduction to HDTV and a Consumer Guide to HDTV. Scientific-Atlanta has reached out to cable systems using their equipment and has distributed affiliate kits including advertising materials, press release templates, research findings, and a multimedia news release, and has made this information available on their affiliate Web site, www.sabrightideas.com. Cable systems interested in taking part in the campaign and gaining access to these resources should register on the site. For more information, contact Sara Stutzenstein at sara.stutzenstein@sciatl.com or Michelle Baran at michelle.baran@sciatl.com.
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 OLN Contributes Over $79,000 to Hurricane Rebuilding Efforts
OLN has donated $79,075 to benefit Habitat for Humanity's "Operation Home Delivery," a long-term project to rebuild homes for victims of hurricanes in the Gulf Coast. The network's donation includes $54,075 raised from the auction of a Professional Bull Riders (PBR) themed powerboat at the PBR World Finals. The custom-made powerboat was featured in the premiere of OLN's "Rock The Boat," a series that gives viewers an inside look at the work of John West, owner of Ultra Custom Boats, and maker of some of the fastest and most unique boats on the water. An additional $25,000 was donated by OLN as a result of a pledge to donate $1,000 for each goal scored during the network's NHL coverage. OLN also created PSAs featuring on-air talent to raise awareness of the needs of hurricane victims and to drive donations. For more information, contact Wendy McCoy at wmccoy@olntv.com.
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 FORUM 2006: Register by Dec. 31 to Save $50, Program Outline Now Online 
Register for FORUM 2006 by December 31, 2005, and save $50 on the advance registration rate of $650 and save $150 from the final registration (after March 3, 2006) rate of $750. The program outline is now available online and may be reviewed by going to the CTPAA FORUM page. The theme for FORUM 2006 is "Cable at the Crossroads: Shaping Change in a Competitive World," and it will be held March 19-22, 2006, at the JW Marriott Hotel in Washington, DC. The JW Marriott was also the host hotel for FORUM in 2001.

FORUM 2006 co-chairs are Bret Perkins, vice president of government affairs, Comcast Cable Communications, Inc. and Craig Watson, vice president of communications, Charter Communications Western Division. Visit the FORUM page of the CTPAA Web site for information about conference registration, hotel reservations, and sponsorship opportunities.
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 Job Opening – Director, Media Relations
The Director, Media Relations for NCTA will support NCTA's public policy objectives through communicating, advocating and publicizing the views of the organization and will help plan and implement media strategy for The National Show. The successful candidate must hold at least a Bachelor's Degree and have three to five years professional experience in media relations, corporate communications, journalism, public relations, or a related field. A strong emphasis will be placed on the individual's writing abilities and ability to prepare news releases and other media relations tools under tight deadlines. A proven record of accomplishment is required in areas that include writing for the media, interacting with journalists, successfully pitching stories and effectively responding to media inquiries. For more information, contact Brian Dietz, vice president, communications at bdietz@ncta.com.
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 Thank You Corporate Members!
Join and support CTPAA by becoming a 2006 corporate member. For information on how your organization can join CTPAA as a corporate member, please contact Steve Jones at sjones@ctpaa.org or at 202-775-1083. For membership details, go to www.ctpaa.org/mcorp.shtml.

Golden Benefactors
A&E Television Networks
Advance/Newhouse Communications
Cablevision Systems Corporation
Charter Communications
Comcast
Cox Communications
Disney & ESPN Media Networks
MTV Networks
NBC Universal Cable
Rainbow Media Holdings
Time Warner Cable
Turner Broadcasting System, Inc.

Benefactors
Discovery Networks
Lifetime Television
The Weather Channel

Friends & Associates
Adelphia Communications Corporation
AZN TELEVISION
BET
Bresnan Communications
Cable ONE
Cable Telecommunications Association of New York
CableLabs
California Cable & Telecommunications Association
Court TV
C-SPAN Networks
Florida Cable Telecommunications Association
Fox Cable Networks
Gemstar-TV Guide
GSN. The Network for Games
Hallmark Channel
HBO
Insight Communications
Midcontinent Communications
Motorola
Ohio Cable Telecommunications Association
OLN
The Outdoor Channel
Oxygen Media
Scientific-Atlanta
Scripps Networks
Showtime Networks
Starz Entertainment Group
Texas Cable & Telecommunications Association
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