Cox Communications with NDS
Unveiling a New Solution Live and In-Person – Keys to a Smashing Success

In 2008, NDS announced that it had been selected by Cox Communications, the third largest cable company in the United States, to implement an advanced, interactive program guide (IPG) for the company’s upcoming Trio™ launch. This win was a significant milestone for NDS, as it had previously not been aligned in the US with professional services, IPG deployments or integration projects.

The 2010 launch of the IPG had to get a lot of attention. Breakaway was tasked with ensuring that it did.

Our Strategy
Breakaway worked with the PR team at Cox to create and manage "Trio Media Day" in New York City. The event was held prior to the largest US cable trade show in May 2010 – NCTA’s The Cable Show, where the teams would officially unveil Trio to the world. This approach was strategically chosen to provide reporters with ample access to executives and enough time to write detailed feature stories.

The methodology:
  • Leading up to launch, the Trio guide was only running live in a select few Cox subscribers’ homes in Orange County, California. Steve Tranter, a VP at NDS, fortunately was one of the consumer testers. Using Slingbox and a wireless connection, the team showed a live demo from Steve’s living room of his flat screen TV being delivered to the TV in New York. Steve controlled the demo with his remote in Orange County as journalists and analysts in NYC observed.
  • We invited top executives involved in the project from both Cox and NDS to explain its provenance and its strategic importance.
  • With room for just a few select attendees, we invited top-tier media including the Wall Street Journal, Bloomberg, Broadcasting & Cable and CableFAX.
  • The event started off with Cox’s executives providing a timeline of guide development and how it fits into Cox’s overall strategy. Then, NDS began the demo, which was followed by a Q&A session.
  • Each attendee was supplied with a DVD of video interviews with Cox’s executives, video demos of the guide, screenshots, press releases and more.
The Results Trio Media Day brought in very tangible results. The high points include:
  • The coverage has exceed more than 7 million impressions
  • Larger placements in The Cable Show’s Show Daily and other onsite publications such as Broadcasting & Cable, Multichannel News and CableFAX appeared throughout the show
  • An increase in visitors and potential customers to the NDS booth
  • Less time spent by executives on one-on-one pre-brief interviews and more time spent with customers at the show
Coverage Highlights:

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