Large Cable Industry Marketing Association
Cable companies were working hard — individually — to launch On Demand television as a way to build and maintain a competitive advantage over satellite TV companies. Yet, without collaboration among the cable companies, this process would be severely lengthened, and the industry would abdicate the potential of building a national brand.
Working with the Association, we created a working team of over 80 representatives from cable companies, movie studios, networks, and hardware and software providers to establish common practices and standards for the new On Demand product. Subgroups were formed to address various issues, and many meetings were planned and facilitated. After less than one year all member companies launched a product that allowed national branding, and used consistent technical standards across vendors.
The Association awarded Rob Davis its most prestigious award for leading this effort. Several years later On Demand went from zero to north of one-billion clicks per month, and cable was able to maintain and in many cases grow its market share.