Kavita Vazirani

Comcast Corp.

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Yes, our own Bob Garfield may have wished death upon Kavita Vazirani's company, but there's no denying the lift that Comcast Corp. and its VP-media director have given to an industry mired in an old business model.

In 2006, Ms. Vazirani helped the cable industry start speaking "triple slanguage" -- a term she coined for Comcast's Triple Play service -- to change the old cable-provider model. More than just a marketing slogan, it was a broader push for consumers to turn to their cable company as a single source for video, internet and wireless content.

Comcast brings some clout to the push as the largest cable operator in the U.S., with service to 21.5 million cable subscribers and 7 million high-speed-internet customers. The campaign is widely regarded as helping move the needle for cable companies to reposition themselves as broader content providers.

"We want people to just understand what our products are capable of," says Ms. Vazirani, 41. "It's not just high-speed internet. It's about what allows you to really connect with a loved one through sending pictures of your kids. It's about digital voice, watching great movies in HD through digital cable, using on-demand to work out in the morning. ... You can't look at each product in a silo anymore."

A recent exclusive content partnership with CBS involving video on demand and broadband video also helped get things going for Comcast, generating more than 75 million hits on comcast.net and Comcast VOD and helping expose the company's capabilities to a broader audience.

Pioneering the use of triple slanguage has also made Ms. Vazirani a valuable translator for her media agency, Publicis Groupe's MediaVest, New York, which has been able to tie its media-buying efforts into Comcast's newly integrated, platform-neutral marketing strategy.

"It's a fiercely competitive environment, and Kavita has core values and characteristics that make her special to work with," says Bill Tucker, the agency's CEO. "She's highly collaborative and understands the need to work closely with our vendors to enable Comcast to raise the bar in a complicated arena."
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