Time Warner Cable is running a new ad campaign centered around rising cable channel costs. They ask customers to vote for them to “Roll Over” or “Get Tough” with TV networks by going to www.rolloverorgettough.com.
It is an interesting strategy for the company. Of course every vote for “Roll Over” is essentially a ticket to pay higher costs, which will ultimately get passed on to the customer. A vote for “Get Tough” gives the company an excuse should they start removing channels for which they are unable to negotiate.
TWC’s strategy is in all likelihood formulated and they are simply harvesting data to support their negotiation stance. Certainly the company wants to offer as many channels as possible in order to match competitors’ offerings. If there is a significant message of “Roll Over”, TWC will simply pass along the fees. If there is a “Get Tough” mandate, TWC can begin removing channels, but this is most likely not their target result. In fact this option is being framed in the campaign as the TV Networks “taking away“ your shows.
Hence, the biased presentation of the ballot. The “Get Tough” option features a fast-forward icon while the “Roll Over” option displays a rewind icon. We’re Americans, dammit! We want to move forward and be tough! Yeah, and that’s why Time Warner is trying to easily mine data that covers their fannies should they fail in negotiations.
The channel offerings that are set to expire soon are:
WNVN-TV, WHFL-TV, WGHP-TV, WLFL-TV, WRDC-TV, Great American Country, E!, Encore(East), Encore(West), Encore Action, Encore Love, Encore Mystery, Encore Drama, Encore Westerns, Encore Wam!, Food Network, Fox Reality, Fox Soccer, Fox Sports Espanol, Fuel, FX, Lifetime, Speed, Starz!, Style, truTV, TV Azteca.
Wow! We actually get those channels? You mean we get more than Palladia, ESPN-HD, ESPN2-HD, and ESPNU-HD? (outside of free OTA programming, these are the only channels I care about). Unfortunately a la carte cable TV will never be a service offered in the current system (a federal and local government that completely coddles the cable TV industry), so it looks like our choices lie with rolling over, standing up, or just simply switching to U-Verse or satellite (two other options that are coddled by the government).