>CABLE ASKS FCC TO RAISE CAP
>A number of cable operators have responded to an FCC proposal to alter its
>restrictions on the number of cable companies that a company can own. The
>current regulations set the limit at 30 percent of homes passed nationwide.
>Tele-Communications Inc. (TCI) said that regulators should raise the cap to
>40 percent and Time Warner called for raising the limit to 35 percent.
>They, along with AT&T, argue that relaxed caps could help cable compete with
>local phone companies to offer high-speed data services. A collection of
>groups object to loosening the caps, including the Assoc. of Independent
>Video and Filmmakers, the Consumer Federation of America and Consumers
>Union. "The case for lower limits is stronger than ever," the groups said,
>pointing to expanding coverage among the largest multiple system operators.
>"While increased consolidation has undoubtedly allowed the cable industry to
>benefit from economies of scale, these benefits have not reached the public."
>[SOURCE: Broadcasting&Cable (p.19), AUTHOR: Chris McConnell]
>MARKETERS PONDER HOW TO SELL SOAPS WITHOUT SOAP-OPERAS
>The big unanswered question during the two-day Procter & Gamble Co.
>conference on advertising and the Internet seemed to be, "Mr. Whipple, where
>are you now?". The Internet is the first medium that has actually decreased
>viewership of television and surfers of the Web have shown little
>interest in the more traditional ad-style of serial storytelling. So now
>high-powered industry execs are trying to figure out how to "sell soap
>without soap operas." Participants in the conference struggled with issues
>such as technical matters and whether banner advertisements and other online
>vehicles can ever achieve the emotional resonance of a little boy in a Crest
>television commercial bounding up to say "Look Ma! No cavities!" "I can't
>think of one slogan developed on the Net that everybody knows," says Seth
>Godin, the chief executive of Yoyodyne, an Internet promotion company. "It's
>not a medium for the Great Big Idea." Though the Internet is often said to
>be the first medium that enables marketers to interact with consumers one to
>one, "it has yet to reveal itself as a means for mass marketing the communal
>dreams in which a box of detergent or a can of soda comes to symbolize a way
>[SOURCE: New York Times (D1, D7), AUTHOR: Saul Hansell]
Media Resources Center
UC Berkeley, CA 94720-6000
"You are looking into the mind of home video. It is innocent, it is aimless,
it is determined, it is real" --Don DeLillo, Underworld