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Cable Confabs Combine Into 'The Cable Show'

CAB Merges Meeting with NCTA

By Published on .

NEW YORK (AdAge.com) -- Cable companies will have one less trip to expense this year: The Cabletelevision Advertising Bureau is combining its annual sales conference with the National Cable & Telecommunications Association's annual mega-gathering, which has been renamed "The Cable Show."
CAB President-CEO Sean Cunningham likens the value of data to 'beachfront property.'
CAB President-CEO Sean Cunningham likens the value of data to 'beachfront property.'

The show will be held May 7-9 in Las Vegas.

For the two parties, it makes sense. Cable operators have begun to care more about advertising as a slice of their revenue -- and ad-sales execs are expected to know more about how to sell video-on-demand and interactive technologies.

Examples of how seriously cable multiple-system operators have begun to take advertising can be found in the recent deal Charter struck with Starcom to share second-by-second audience data. Or the interactive advertising Time Warner has begun to offer in Manhattan. Or the branded VOD channels Cablevision has been creating for advertisers.

CAB President-CEO Sean Cunningham called the combined show an "inward-looking best-practice show." He added that operators "truly get the value of what they uniquely have -- data for tens of millions of set-top boxes. ... The awareness of that as beachfront property has hit radar screens of MSOs."
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