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RANI LONG
To compete in any business these days, you need to have an online presence. Cable TV ad sales executives may find it helpful to be able to offer Internet services in their advertising packages, and Mytvtaxi.com claims to be the solution. Developed by advertising and marketing company Lundwall Creative of Littleton, Colo., the Web site consists of original content, delivering local television schedules and links for cable operators and cable networks.
"Cable operators have media but not content," notes Jerry Lundwall, president of Lundwall Creative. "Our site helps to solve the content problem - we built it with the needs of cable in mind."
Mytvtaxi.com is a traffic-driving tool, says Lundwall, that focuses on three basic principles: "It must be simple for the account executive and advertisers to use; it must be entertaining; and it must be profitable so MSOs can experiment and learn."
Viewers enter their ZIP code to get information relevant to their area, and here they will see "Great Local Deals," where advertisers may be part of a service listing or have their own individual Web page, featuring coupons, special offers and contests. The pages are customizable by the advertiser, who may easily update information on the site with a user ID and password. No computer programming knowledge is necessary, and another benefit to businesses modifying their own Web information is that the cable ad sales staff does not have to get involved. Lundwall Creative claims all costs to cable operators are low and depend on the market.
In addition to local advertising capability, Mytvtaxi.com has "Today's Top Picks" for movies, specials and other programming. Movie trailers can be viewed, and viewers can rate their favorite shows. The challenge will be to convince viewers this is a site they need to keep coming back to. Online competition is stiff, and entertainment sites abound.
"We're always looking for ways to enrich the viewer experience and bring people back to the Web site," says Peggy Conger, director-content for the site.
Currently in five markets, including Denver, St. Louis and Des Moines, Iowa, Mytvtaxi launched in August.
"We believe the cable industry needs to provide an Internet service for their customers," says Lundwall. "If advertisers don't go to the cable companies, they'll go to the competition."
NET MARKETS GAINING GROUND Jupiter Research projects that Net markets - defined as online digital marketplaces electronically linking buyers, sellers and business partners - will account for 35% of U.S. business-to-business online commerce by 2005, totaling $2.2T in spending. In 2000, Net markets spending will reach $25B, compared with U.S. business-to-business online commerce of more than $300B.
ACTV ANNOUNCES SALES TEAM ACTV, an interactive TV and enhanced media programming and services company, announced its Digital ADCO subsidiary has established a national sales force. This team will be responsible for the expansion of the company's SpotOn service, a software-based system that enables the delivery and accounting of highly targeted and interactive TV advertising, featuring full-motion video. SpotOn is compatible with digital interactive platforms and set-top terminals.
MARKEY WILL ADDRESS PANEL U.S. Congressman Ed Markey, D-Mass., will speak on "Regulation and TV Content in a New Media World" at The Myers Group's Oct. 24 forum for interactive television development in New York City.
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