Time Warner Cable Goes on ‘App’ Offensive

4 Apr, 2011 By: Erik Gruenwedel

Undaunted by concerns and litigation threats from content owners over rollout of an live TV iPad app, Time Warner Cable has mounted a PR campaign aimed at wining the hearts and minds of consumers.

The No. 2 cable operator issued full-page ads in major newspapers across the country claiming that more 300,000 monthly subscribers have already downloaded the free app that allows users to watch select live and repurposed pay-TV channels and video-on-demand (VOD) on an iPad tablet computer.

Content owners say the apps circumvent traditional secondary distribution/revenue channels, cannot be properly tracked and invite piracy, among other concerns. Noteworthy, however, is the fact the app can only be used within a cable subscriber’s home. It does not function outside of the home, in a car, on a train or plane.

Time Warner Cable and Comcast have joined Time Warner in pushing for a TV Everywhere app that affords subscribers 24/7-access to content they already pay for. Time Warner CEO Jeff Bewkes, the most vocal TV Everywhere cheerleader, believes the concept will help retain pay-TV channel subscribers and circumvent so-called “over-the-top” alternatives such as Netflix streaming and third party media players such as Roku, Seagate, Western Digital, PlayStation 3, Xbox 360 and connected Blu-ray Disc players and HDTVs.

TWC add: “300,000 people can’t be wrong, and your enthusiasm has convinced us that we are on the right path.”

Separately, Cablevision Systems Corp. April 2 formally bowed its own “Optimum” iPad app. The New York-based cable operator with 3.1 million subs said the app allowed access to 300 channels, is fully searchable, including by genre, and can schedule DVR recordings and manage previously recorded content.

“It gives our customers the additional flexibility and convenience of watching television throughout the home, in places where set-top boxes might not be ideal or even practical, like the kitchen, bathroom or work room,” said Cablevision COO Tom Rutledge. “This is the future of advanced digital cable televisions served with virtual set-top boxes, and just one of many digital displays we are going to be serving through a variety of applications.”
 

Bookmark it: