Telewest revamps service to rival price-hiking Sky Digital

by Sam Matthews,, Brand Republic 05-Jul-04, 11:00

LONDON - Telewest Broadband has announced plans to revamp its digital package to win over viewers, just days after BSkyB said that it is to raise subscription prices.

The cable operator has unveiled a new marketing campaign that will highlight the fact that consumers who sign up to the Telewest's Essential TV package with either Sky Sports or Movies, and one of its unlimited phone services, will save 25% more than Sky Digital subscribers.

It comes after Sky announced on June 29 that it is to raise subscription prices for the second time this year to achieve an average revenue per user of £400 annually in order to hit new customer revenue targets.

Telewest's other digital packages will be revamped with the emphasis on quality rather than quantity, in competition to Sky's freesat package, which will incorporate 200 digital television and radio channels. Telewest's entry level Starter pack will include the five most popular digital channels and its mid-tier Essential pack will include the top 15.

Philip Snalune, director of TV at Telewest Broadband said: "This is the first time we have directly targeted Sky subscribers, who are getting uneasy about the money they have to stump up each month."

He added: "Consumers shouldn't pay too much for loads of channels they're unlikely to watch."

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