Time Warner Plans HBO Marketing Push to Speed Network's Growth
Posted in: UncategorizedTime Warner is planning a marketing push for its premium cable channel HBO later this year in a bid to accelerate growth at its prized TV network, the home of series such as “Game of Thrones,” “Girls” and “Boardwalk Empire.”
The campaign will take place in the fourth quarter across broadcast, cable and digital platforms, Chief Financial Officer Howard Averill said yesterday at a Bank of America Merrill Lynch media conference in Beverly Hills, California.
The growth potential of HBO, whose library available to subscribers also includes shows from “The Wire” to “Sex and the City,” was a factor in Time Warner’s decision to reject a $75 billion takeover offer from Rupert Murdoch’s 21st Century Fox this summer. Time Warner’s standalone strategy includes an upgraded HBO Go mobile app and easier access to the channel for broadband internet users who don’t want to buy a full cable-TV package.
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