Magazine article Marketing

NTL Backs Digital Cable Launch with [Pounds]15m Push

Magazine article Marketing

NTL Backs Digital Cable Launch with [Pounds]15m Push

Article excerpt

NTL has begun to roll out its long-awaited digital cable services, NTL Digital Plus, and is set to launch a [pounds]15m digital marketing drive to reach its target of 300,000 digital subscribers by the end of the year.

A series of technical difficulties is understood to have delayed the launch of NTL's digital TV service, originally scheduled for last September.

However, as of May 4, the roll-out began in Scotland, Northern Ireland and South Wales, with interactive services, including full internet access, scheduled to be introduced in July.

NTL Digital Plus will offer multi-channel TV and interactive services alongside its existing telephony service.

The NTL starter pack includes a telephone service and is available for [pounds]13 a month, with the aim of undercutting rivals such as Sky-Digital, whose Sky Value Pack costs [pounds]16.25 a month when the cost of BT rental is factored in.

NTL also hopes that its interactive proposition, which will feature full internet access, will prove more attractive than Telewest's 'walled garden' approach, which means that consumers can only interact with online content providers which have a deal with the company. …

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