Cable television just a few decades ago was struggling to become an industry player in the face of traditional network television. Now there are so many channels available in the cable television industry that your business can target specific demographics by advertising on any of the hundreds of viewing options. Most cable TV companies offer a demographics and tracking package so that you know who watches what channels and if they respond to your advertisement. In addition, the local and regional cable television companies offer local advertising packages.

Cable companies now are beginning to work in conjunction with major networks. These network television stations either purchased cable TV networks or started specialized networks own their own. To take advantage of these relationships, your business could run both local and national advertising campaigns on both network and cable television through the same outlet. To succeed in making the most of cable TV, there are few items you should consider, such as:

1. Use cable TV marketing and advertising tips to maximize marketing exposure.
2. Contact associations that represent the cable television companies.
3. Research cable television services companies.

Action Steps
The best contacts and resources to help you get it done

Learn how cable TV advertising operates

Advertising on cable television can boost your business. However, you need to know what channels or programs are best for your company's product or service, what time to air the ads and the best pricing for the advertisements. Use professional consultants if your time is limited or research website information if time isn't a constraint.

I recommend: Submit a registration form to receive a cable-advertising guide from Spot Runner. Learn more about cable TV services at DrNunley's Marketing Tips. Contact the professionals at Media Associates for help in maximizing your advertising.

Call national cable TV associations for advertising assistance

Associations are not only a great reference source; you can often find business cable TV services with a national reputation. These associations offer best practices information on cable TV and help with overall advertising strategies.

I recommend: Use resources available at the National Cable & Telecommunications Association or the Cable & Telecommunications Association for Marketing to learn more about cable television and help your company take advantage of advertising opportunities.

Identify regional or national cable TV companies

To get the most coverage from your cable TV advertising it's a good idea to research large cable TV companies. Through large cable TV companies, you typically have two options: you can purchase national airtime or contact the national company's local outlets to roll out smaller advertising campaigns. Both options give you some latitude on just how to maximize cable TV for your business.

I recommend: Get information about national advertising opportunities at the Time Warner Cable advertising sales department. Check out Comcast Cable Company to learn more about how cable TV services can benefit your business.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before you air any advertisement on cable television, test market it with a focus group. The advertising message may seem effective to you or the cable TV company, but the public may have an entirely different reaction.

Cable television options and billing can be overwhelming. Narrow down what your business requires before calling a cable TV representative. Compare packages between several cable television companies. There are several options when choosing a television service. Cable, Verizon FiOS, ATT Uverse, and satellite are a few options that may be available to you. Find out which companies are available at your business location. And ask local businesses which companies they prefer in your area.

Remember, it is easy to rack up a cable TV bill that is more than your business demands. Make sure you know what you need before you place an order with cable television companies. Follow these steps to pick a cable TV company for your business:

1. Determine what you want to use your TV for; i.e., public viewing to attract customers or to keep employees happy at lunch hour. Make sure you have appropriate channels for public use that will improve your business.

2. Determine how many TV sets you will need to service before contacting cable companies.

3. Figure out your budget for cable television services.

Action Steps
The best contacts and resources to help you get it done

Compare the cable companies in your business location

In some areas, there may only be one option for a cable company. But if you have more than one option for your business, get quotes from both companies.

I recommend: Most of the major cable TV providers allow you to check online for availability in your area. Try Time Warner and Cox Communications.

Pick a business cable TV package that customers prefer

If your cable TV is being shown in a lobby, conference room or waiting area, make sure there are options that the majority of your customers prefer.

I recommend: Comcast offers business cable TV services, from basic to informational to preferred. Check out the cable packages from the other major providers, such as Verizon or Charter.

Bundle cable TV with phone or Internet if it saves you money

You may be able to save money by using the same carrier for your business phone, cable and Internet services. Find a package that gives the features you need and ask for discounts for ordering them in a bundle.

I recommend: Cheapest-Service.com has a list of major cable providers and a comparison of what services are bundled together. Check out bundle packages from Cable One.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  The cable television industry changes rapidly, so do a periodic check to make sure you have the most cost efficient TV plan available in your area.
• •  Make sure your cable TV package for public use has channels that would not be offensive to your clients. Especially be sensitive if your clients include children.
• •  Be sure to also compare satellite TV prices to what the cable television industry offers your business.

Cable TV has become a standard service for many homes and businesses across the country. For those who install cable television, the job does not end with the initial hookup. Installers must also know how to troubleshoot problems with cable TV services on-site, and also at hookup points around the exterior of a building.

In addition, many cable television companies cover a wide region, so installers should be familiar with different types of cable hookups. Most cable TV installer education and training comes from the cable company itself. Those looking to begin a career as an installer only need a high school diploma to start training. Further skills include:

1. Knowledge of the technology used in the cable television industry.

2. Skills that provide quality services to customers.

3. Troubleshooting problems with cable sources and equipment.

Action Steps
The best contacts and resources to help you get it done

Acquire installation training directly from a cable television company

Most cable companies do not require their TV cable installers to have previous experience, and instead prefer to train their employees themselves. After employees are hired, they are taught installation, technology and troubleshooting techniques. Cable companies look for applicants with a high school diploma. Other important qualifications include customer skills and a good driving record.

I recommend: Comcast offers comprehensive training for its cable TV installers. Cable One works in conjunction with Jones Knowledge to train its employees for positions within the company.

Enroll in an associate's degree or certificate program to work in the cable television industry

While most cable companies prefer to train their employees for cable installation services, there are other educational opportunities that may be useful. Certificate programs for cable installers are available. For those who want to install broadband services as well as cable, an associate's degree in computer information systems is recommended.

I recommend: The Society of Cable Telecommunications Engineers provides a certificate program for cable installers, broadband installers and other jobs related to telecommunications equipment installation. DeVry University offers and associate's degree in computer information systems.

Get third party training to prepare for a job in the cable TV industry

To prepare for work as a cable TV installer, courses from technical schools and other programs can teach you the necessary skills. These programs also provide useful supplemental education for those who want to learn additional installation skills, including broadband and telephone.

I recommend: Jones NCTI provides training for cable installers, as well as additional courses for broadband, network and telephone installation. The Communications Connections Company teaches students to install all types of telecommunication equipment in the workplace.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  To work in the cable installation industry you should be aware of the latest cable industry information and issues, like how the latest technology works with existing cable components.