Philip Polk, director of Marketing and Segments for Cox Communications
In the second part of the multicultural TV discussion in Boston, a group of executives presented the panel entitled Generating profits and attracting viewers. Included in the panel were Adrian Adriano, VP of Multicultural Marketing of Comcast; Kenetta Bailey, executive VP and CMO of TV One; Eric Conrad, VP of Programming of Univision Deportes and Philip Polk, director of Marketing and Segments for Cox Communications. One of the themes discussed were the tiers, or channel packages. For Polk, the tiers and their configurations are a constant challenge. Defining which audiences will receive what content, and which content to put. How do you satisfy everybody? We try to use VOD to place some of that content, but its always a challenge he indicated. For Adriano, the key is to work together. Were always trying.For Bailey, its very important for the channels that are in tiers to use marketing tools to send messages on how to find them to the audience. Wed like to associate ourselves with cable operators in marketing to send our message.Conrad of Univision Deportes indicated that major distribution is key in order to pertain to one of the tiers. Our audience has an appetite for sport content. We welcome competition. We believe that the more attention given to this sector of the industry, its better for us. Polk added that the applications of TV Everywhere are a form of maintaining loyalty among viewers.
