It’s no secret that times are really tough right now. A lot of people are struggling with their bills, and people are having to make some tough choices to cut costs. We’ve been saying for some time now that we’re interested offering smaller packages. From Time.com on August 6th, 2010:
Time Warner Cable CEO Glenn Britt says it is a “good idea” for pay TV providers to begin selling smaller, less expensive TV bundles, instead of constantly pushing bigger packages with dozens or even hundreds of channels customers don’t watch and don’t want to pay for.
Now, we’re pleased to offer our customers a much smaller, more budget-friendly television package called “Time Warner Cable TV Essentials,” for our customers that are looking to keep an eye on their bottom line. From the Wall Street Journal:
The offering will begin Monday on a test basis in New York City, where it will cost $39.99 per month, and northern Ohio, including Cleveland and Akron, where it will cost $29.99 per month. Those prices are 12-month promotions, and Time Warner Cable spokeswoman Maureen Huff said the retail value of the package is $49.99 per month.
The package is aimed at lower-income customers that have been struggling in the weak economy. Time Warner Cable and other major cable operators have suffered a slowdown in their subscriber performance in recent quarters, with some consumers dropping cable TV service as unemployment remains high and the U.S. housing market continues to struggle.
It includes local broadcast stations and major broadcast networks, as well as 12 of the top 20 highest-rated cable networks. The company plans to analyze the results of its trials and roll the offering out across its other markets next year.
Time Warner Cable Chief Executive Glenn Britt said in an interview that “a lot of people are under pretty serious economic stress,” and he feels it’s important for the cable industry to address this with an offering that contains “a good package of programming,” while also marking a discount from the more standard cable TV packages.
Like the article says, this is a test. We’re trying to gather data to find a package and a price point that’s right for our customers looking for a smaller, more stripped down cable offering. This isn’t for everyone, and we understand that, too. But we think it’s important that we offer a wider variety of choices and let our customers choose what’s right for them.
Would you subscribe to this? How come? Or why not?