Marketing

It may be a priority for operators and programmers, but marketers still aren’t sure how to fit VOD into their marketing plans. They are studying it, however, pres of local broadcast at MindShare Kathy Crawford said at CTAM’s Collaborative Marketing Seminar. Marketing plans were simple once-creative came first, and a media plan was drawn up afterward. These days they are far more complex, and must account for new devices and technologies from Blackberries to the Internet to VOD. "Those are all the things we are going to have to spend a lot of time on-figuring out is it working, or is it not working?" Today, marketers determine the mediums they want to use, then adapt creative to it. That’s a good opportunity for cable, Crawford said, as long as cable can compete on price and within the parameters of the media plan. (Mavis Scanlon) — Marketing Honors: Court TV’s Mobile Investigative Unit and Local Upfronts (Cfax, 07/29) took the grand prize at CTAM’s LAS/Marketing confab in NY. The MIU’s summer tour hit 23 markets and brought in 39 LAS sponsors. Network winners were GSN’s "Get Schooled Games Tour" and Discovery Health Channel’s "National Body Challenge." Cable Company winners were "Wisconsin on Demand" from Time Warner Cable and Charter’s "All Digital Marketing Campaign." Court TV brought out its lighted champagne glasses for a festive toast at the conference’s end.