MEDIA: Direct sales out in favour of tailor-made TV

The UK’s third-largest cable company, Bell Cablemedia, is planning a

major subscription drive through the high street.

Bell Cable has avoided traditional door-to-door sales by running

subscription sales trials through TV rentals outlet Granada. It is now

considering further openings

Marketing manager Ruth Blakemore said the company also plans to launch a

TV station in the New Year.

Potential customers will be connected to cable for free with the ability

to watch only the taster channel to help them decide what package of

programmes they want.

Blakemore says this will provide the first step in helping Bell Cable to

sell packages of services tailor-made for customers, rather than

bundling all channels together in the one costly package.