SOURCE: CTAM

July 09, 2007 08:00 ET

Cable Choices Have Millions of Phone Customers' Ears Ringing

As Word Spreads About Cable Phone Options, Customers Choose Cable

ALEXANDRIA, VA--(Marketwire - July 9, 2007) - More than 10.8 million Americans have dropped their phone companies and switched to cable digital phone service.(1) Cable's digital phone is the next generation of home telephone service that provides consumers with an alternative to traditional phone service. Cable companies continue to gain momentum among customers by offering benefits such as the ease of installation, advanced calling features and competitively priced packages with the convenience of one bill.

"The cable industry is constantly updating and improving its technology in order to provide our customers with the best, most advanced services possible and phone is an example of these efforts," said Char Beales, president and CEO of the Cable & Telecommunications Association for Marketing (CTAM). "Companies are gaining phone customers at an average rate of 30-1 against telco efforts to provide television service."

Today cable offers consumers a choice in phone service and provides an opportunity to save money. Residential cable phone consumers could save an average of $135 each year, while small businesses could save an average of 70 percent, or nearly $500 each year, by using cable phone service.(2) Furthermore, many cable companies offer discounted packages to consumers who have digital cable, high-speed Internet and phone service bundled into one convenient bill.

While cable phone service is rapidly gaining momentum among customers, not all are aware of the features currently being offered. In addition, some are confusing it with a public Internet-based phone service.

Here are some distinguishing cable features consumers need to know:

--  Cable phone service works with customers' existing phones and inside
    wiring, routed through a box that connects to a secure, private cable
    broadband infrastructure.
--  Most companies offer the same calling features consumers have come to
    rely on, such as unlimited long-distance calling, call waiting, caller ID
    and voicemail.
--  Cable companies provide reliability and security with battery back-up
    and enhanced 911 (known as E911) connections that provide emergency
    responders the critical information they need.
    
In addition to cable phone service, the industry continues to innovate through other new products. For example, by providing TV, Internet and phone, cable companies are able to mingle features and create new conveniences like Web-based management of calling features and DVRs. Some customers are already seeing more options, like caller ID on the TV, where a message pops-up on the TV screen identifying the caller.

For more information about cable's digital phone service and other advanced products, consumers can visit choosecablephone.com or call 866-49 CABLE.

About CTAM

CTAM, the Cable & Telecommunications Association for Marketing, is dedicated to helping the cable industry grow by advancing consumer and business-to-business marketing excellence, facilitating collaborative marketing initiatives, and encouraging the mastery of new technology-based products. CTAM helps consumers understand the benefits of cable through national initiatives such as Cable Movers Hotline(SM) and CTAM On Demand Consortium. CTAM provides marketing education, information and networking opportunities to its more than 5,000 members, through conferences, consumer research, publications, www.ctam.com, a network of regional chapters, and the CTAM Educational Foundation's centerpiece initiative, the CTAM Executive Management Program at the Harvard Business School. In addition, consumers can learn more about the benefits of cable through national CTAM initiatives, such as ThisIsCable.com(SM).

(1) National Cable & Telecommunications Association (NCTA)
(2) MiCRA study September, 2006

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