Association of Cable Communicators, CPR Facts

March 5, 2010 - About ACC / Membership / FORUM / Beacon Awards

Inside This Issue:

Be Strategic About Your Category Choice:
The Beacon Awards Deadline is Only a Month Away!

You have 34 days to meet the 2010 Beacon Awards early bird deadline! It’s time to begin thinking about what projects you want to enter and in which categories.  Over the past year, your organization has probably executed several successful communication campaigns or initiatives.  Carefully review the work your organization has completed between April 23, 2009, and April 23, 2010, to determine which of your projects you would like to submit as a Beacon Award entry. Next, take a close look at the new categories listed in the 2010 Call for Entries to determine where your project fits best.  

Some projects may be suitable for more than one category. Keep in mind when you determine which category to enter that certain categories are more competitive than others, and your campaign results may be stronger for certain categories. As you prepare your entry, remember to stress the concerns most important to the particular category being entered.
It is important that each entry submitted fits appropriately into its designated category.  Beacon Award judges are advised to review the project based on the category the applicant entered it in and not a category the judge feels would be more appropriate.  To help the judges understand why the entrant chose the category he or she did, the entrant must include a justification statement in the three-page summary for the project.
Entrants can review strong justification statements on ACC’s
Web site in the three-page summaries of Beacon Award finalists, available online in the members-only section . You can log in through the member login box in the left-hand corner of any page of the ACC Web site.  Your username is your work email address, and the password is your last name all in lowercase letters.  Spend some time reviewing these examples and crafting your justification statement to make sure it clearly addresses all three components of your entry category including target audience, type of initiative or component, and entrant classification. 

The Beacon Awards recognize the best of the best cable communications and public affairs campaigns.  Enter your best work and receive the recognition you deserve.  The early bird deadline is April 9, 2010, and submitting entries by then allows you to save $50 per each entry. The final deadline is April 23. A PDF of the Call for Entries is available online.

This year’s Beacon Awards will be presented at a luncheon ceremony during ACC’s FORUM 2010, September 15 and 16 at the New York Hilton hotel. For more information, visit the ACC Web site.

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Cable Launches Multicultural Census Education Campaigns

Cable’s support of the 2010 Census has taken on a multicultural theme. Operators and programmers have put together education efforts to reach out to the nation’s growing Latino community and emphasize the importance of participating in the survey.

Comcast has launched the “Make a Difference-Be Counted!” campaign to increase awareness and participation in the Census. The campaign is built on a two-part PSA series that will air in English and Spanish. “Awareness” the first PSA, runs through March 15 and educates viewers about the importance of the Census. The second PSA, “Motivation,” encourages viewers to complete and return the Census questionnaire and runs March 15 to April 15. Actress Eva Longoria Parker (Desperate Housewives) stars in the English-language version, and co-star Lupe Ontiveros, with Latin pop singer Jose Sosa, are featured in the Spanish-language version. The PSAs are available through On Demand services, at, and on YouTube.

Cable industry partners Bresnan Communications, Charter Communications, Cox Communications, and Time Warner Cable have donated air-time to run the PSAs. “Make a Difference-Be Counted!” is also supported by the Mexican American Legal Defense and Education Fund (MALDEF), and U.S. Census Bureau Advisory Committee members: Asian American Justice Center, National Association of Latino Elected Officials (NALEO), and the National Conference of Black Mayors (NCBM).

Comcast also extends its multicultural education efforts to other communities in the U.S. by making several of the U.S. Census Bureau's "It's Easy" tutorial videos available through its On Demand service starting on March 15. The videos provide a step-by-step guide to filling out the Census form and will be available On Demand in English, Spanish, Mandarin, Cantonese, Korean, Russian, and Vietnamese. Comcast will also make the Bureau's "It's Easy" video for lesbian, gay, bisexual, and transgender individuals available On Demand.

MTV Tr3s and Voto Latino are also working to reach out to Spanish-speaking communities. The bicultural network and nonprofit organization have partnered to produce PSAs featuring famous Latinos, including Wilmer Valderrama, Ana Ortiz, Luis GuzmÃ�¡n, Jorge Garcia, Graciela BeltrÃ�¡n, Malverde, and Voto Latino founder Rosario Dawson. Each PSA will focus on demystifying the Census by examining the rumors and facts circulating in the community. The PSAs and links to Census information can be found on MTV Tr3s’ dedicated page.
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Judge the 2010 Beacon Awards!


The Beacon Awards are judged by your fellow members and ACC invites you to serve as a judge for this year’s competition.

As a Beacon Award judge, you will learn what your cable communications peers across the country are accomplishing and will walk away from the experience with hundreds of new ideas and connections. It’s now easier than ever to judge—ACC ships entries to your location for evaluation at your convenience.


For the first round, ACC will mail entries to ACC member volunteers to review during a two week period in June. To serve as a Beacon Awards judge, please fill out the judging form and fax it to Michelle Butler at 202-222-2371.

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Sign Up Now for ACC’s Cable Communications Institute!

There’s still space for you to join an exclusive group of 25 cable communicators for ACC’s 2010 Cable Communications Institute, June 13-16, in New York City at Syracuse University’s Lubin House facility adjacent to Central Park on 61st Street. This graduate-level program is designed for mid to senior level communications executives who would like to expand their knowledge base and advance their capabilities to the next level. 

The upcoming Institute will review multiple communications techniques that are completely transferable to their daily work. Although the program is not finalized at this time, expected topics for the 2.5 day academic program include Strategic Communication Management, New Media Communications Opportunities, Measuring Communications Efforts, Communications Law: Competitive Communications, and Conflict Resolution/Strategic Communications.


Space is limited to the first 25 qualified applicants. Tuition for the Institute is $2,100 per individual on or before May 15, 2010. May 16 and after the fee is $2,300. Tuition covers all instructional materials and most meals. Travel and housing expenses are not included in this fee. To apply, complete the application form, found online and fax to 202-222-2371, ATTN: Steve Jones.

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Univision Partners with Bill & Melinda Gates Foundation for Education Effort

Univision Communications and the Bill & Melinda Gates Foundation have partnered to launch “Es El Momento” (The Moment is Now), a comprehensive, multi-platform, multi-million dollar, three-year, national, education initiative. “Es El Momento” will be aimed at improving academic achievement among K-12 Hispanic students with a specific focus on increasing rates of high school graduation, college readiness, college completion and engaging Hispanic parents and the broader community in these efforts.
The Spanish-language campaign, which will be featured across all Univision platforms--television, radio, online and mobile, will be conducted in collaboration with the U.S. Department of Education and community, education and civil rights groups from around the country. Univision news anchor Jorge Ramos will be the campaign’s primary spokesperson. In addition, an Advisory Board with experts in education has been established to assist Univision in the on-going development of the multi-year campaign.

The campaign focuses on fostering a strong culture of academic achievement and college aspiration among the U.S. Hispanic community. Outreach targets Hispanic students, their parents and caretakers, and the broader community. The initiative includes PSAS that will air on Univision media platforms, national and local news coverage, and special programming on television and radio, along with partnerships at the local level for grassroots and community efforts. 

“Es El Momento” will also include a Web site,, featuring a weekly Q&A with motivational radio personality Dr. Isabel. Interactive offerings include a school locator widget and weekly mobile text alerts that provide relevant educational tips. Participants will be able to find educational tools and resources in their area through localized feeds on the Web site. For more information, visit

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Social Media for Social Change: How MTV Used Viral Videos to Increase Youth STD Testing--an ACC Webinar

Join ACC for “Social Media for Social Change: How MTV Used Viral Videos to Increase Youth STD Testing” its webinar on April 8 at 2 pm EDT. To address the public health crisis of one in two sexually active Americans being infected with a STD by age 25, MTV and The Kaiser Family Foundation (KFF) joined with Planned Parenthood Federation of America (PPFA) and the Centers for Disease Control and Prevention (CDC) to launch GYT (Get Yourself Tested). Pegged to National STD Awareness Month (April ’09), the campaign was purpose-built to inspire a critical mass of young people to be tested for STDs, including HIV. MTV’s Jason Rzepka and Lily Williamson will lead a case study of this successful campaign.

Recognizing the often uncomfortable nature of talking about STD and HIV/AIDS testing, GYT was introduced via a guerrilla-style viral marketing campaign--under the banner of “WTF is GYT?”--to pique the interest of America’s youth and begin inserting the acronym into the culture. MTV interns bombarded The Today Show wearing GYT shirts, hip hop artist Soulja Boy tweeted “WTF is GYT?” to his 170K followers, and un-marked videos with celebrities like Perez Hilton and Big Boi of Outkast guessing the meaning of GYT were “planted” on key social networking sites. Immediately, young people began uploading videos to YouTube speculating what GYT might mean. The strategy helped drive over half a million views of MTV’s GYT-related videos and elicited 3,000+ comments. In a month-long push, GYT engaged its target audience everywhere they were: on MTV,, social networking sites, pop culture blogs, mobile devices, at school, and in nearly 880 PPFA clinics nationwide.
All touch points drove to the campaign’s informational resources--to learn more about STDs and find local testing centers, via mobile phone or Web. More than 50,000 people found local testing resources by texting their zip code to GYT09 or entering their zip code on the campaign website. The site,, reached 600,000 with information on HIV/AIDS, STD prevention and testing. MTV, KFF, PPFA and CDC will re-launch GYT on April 1, 2010. During this webinar, Jason and Lily will also discuss how they’ve incorporated lessons from last year into this year’s GYT social media strategy.


Jason Rzepka
Vice President, Public Affairs


Lily Williamson
Manager, Public Affairs

How ACC Members Can Participate:

Only ACC members may attend this webinar, and it is free of charge as a benefit of ACC membership.  ACC members can register for this free webinar via the association’s online education portal in the members-only section of ACC’s Web site. You must be logged into the members-only area to access this portal, and you can log in through the member login box in the left-hand corner of each individual page of the Web site. Your username is your work email address, and the password is your last name all in lowercase letters. If you are not currently a member, use ACC’s trial membership and join free for your first six months.

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Cablevision Announces “Power to Learn” Essay Contest Winner

Cablevision named Connecticut 7th grader Naysha Ruiz the grand prize winner of the “Power to Learn” Hispanic Heritage Month essay contest last month. Students in 6th through 8th grades were asked to answer the question, “What does it mean to be a Latino?” to compete for the $5,000 savings bond grand prize.

Entries were evaluated by a panel of judges for comprehension, organization, conclusions, creativity, and writing quality. Ruiz’s essay detailed life in a Latino family and highlighted aspects of her Puerto Rican culture. Runners up included students from Ruiz’s own town of Bridgeport, as well as students from New Jersey and New York. First, second, and third place winners received a laptop, iPod Touch, or portable DVD player respectively.

Cablevision partnered with Olympusat Inc. to sponsor the essay contest. Olympusat provides satellite transmission for numerous Spanish language channels including Ã�¡Sorpresa!, Latele Novela, TV Colombia, TV Chile, Momentum, and La Familia. For more information, visit the “Power to Learn” Web site.

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Online Education and FORUM 2010 Survey

Have an area of interest in the field you’d like ACC to explore in an upcoming webinar or online chat? ACC’s Online Education and FORUM 2010 Survey gives you the chance to have an impact on future content for all ACC members. Currently, social media communications is the most popular topic among respondents, with a total of 45% voting it into their top five issues. Other options include using technology and gadgets in communications, competitive communications, reaching out to reporters to get your message published and many more. Your response is important to creating the most useful and targeted programs for ACC members. This is your chance to customize ACC’s expert education content to your needs as a communicator.

The survey also gives you the chance to impact FORUM 2010. Are you planning to attend? What would like to do while in New York? ACC wants to know.

To take the survey, respond to the SurveyMonkey e-mail sent out earlier this week or contact Prasana William, Membership Services Coordinator, at

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The Cable Show 2010 Cares

The Cable Show 2010, May 11-13 in Los Angeles, will provide attendees with multiple opportunities to make a difference in the local community and the health of the environment. This year’s annual convention will partner with organizations A Place Called Home and to give back.

A Place Called Home, a nonprofit youth center in Los Angeles, will be the beneficiary of this year’s CableCares Battle of the Bands. The competition event for industry honors, comprising some of the cable industry's top musical performers is a night of entertainment dedicated to raising funds for the selected charity. This year’s Battle of the Bands headlining performance comes from “Band From TV," which features James Denton (Desperate Housewives), Greg Grunberg (Heroes), Adrian Pasdar (Heroes), Bob Guiney (GSN), Jesse Spencer (House), and Scott Grimes (ER). Proceeds from ticket sales, sponsorships, and donations will go straight to A Place Called Home’s “A Bridge to the Future” program, which is dedicated to preparing kids for college and careers with guidance counseling, tutoring, mentorship, scholarships and internships.

Attendees will also have the chance to impact A Place Called Home directly through a half day of service at the youth center or offer monetary and in-kind  donations to be collected during The Cable Show. To pledge support, contact Melinda Schwartz at or 301-483-1105.


The Cable Show 2010 also will give attendees a chance to “go beyond” impacting the local community and make a difference in the health of the environment. Partnering with, NCTA will participate in a carbon offset program during the show. Exhibitors and attendees can contribute to the NY State Landfill Methane Project, which converts methane produced by landfills into carbon dioxide and heat. For more information, visit
CableCares’ Web site or

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Thank You, Corporate Members!

Join and support ACC by becoming a 2010 corporate member. For more information on how your organization can join ACC as a corporate member, please contact Steve Jones at or 202-222-2373.  For membership details, go to

Golden Benefactors

A&E Television Networks
Bright House Networks
Cablevision Systems Corporation
Charter Communications
Cox Communications
ESPN, Inc.
Rainbow Media Holdings
Time Warner Cable
Turner Broadcasting System, Inc.

Friends & Associates

Bresnan Communications
Cable ONE
California Cable & Telecommunications Association
Cisco Systems, Inc.
C-SPAN Networks
Discovery Networks
Florida Cable Telecommunications Association
Gospel Music Channel
Hallmark Channel
Insight Communications
Midcontinent Communications
NBC Universal TV Networks Distribution
Ohio Cable Telecommunications Association
Scripps Networks
Showtime Networks
Starz Entertainment
Texas Cable Association
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