STARZ! Achieves High Close-Rate with DirecTV's Total Choice Package

Strategic Insights -

DirecTV's customers have shown a high level of interest in the STARZ! premium service, with initial telemarketing efforts resulting in a successful close-rate of over 60% on DirecTV's Total Choice programming package. The Total Choice package, which includes Encore's entire Thematic Multiplex service of 7 channels, offers a one-month free preview of STARZ! Before and after the free preview, customers have been successful in upgrading to STARZ! at a rate of 60% with a $3 per month rate. The high demand for STARZ! suggests that the service is a valuable addition to the Total Choice package.

Key Takeaways:

  • The initial telemarketing efforts for STARZ! resulted in a successful close-rate of over 60% on DirecTV's Total Choice programming package.
  • The Total Choice package, which includes Encore's entire Thematic Multiplex service of 7 channels, offers a one-month free preview of STARZ!
  • Customers were successful in upgrading to STARZ! at a rate of 60% with a $3 per month rate both before and after the free preview.
  • The high demand for STARZ! demonstrates its value as an optional premium service.
  • Encore Media Corp.'s Chairman and Chief Executive Officer, John J. Sie, stated that the company is pleased with the consumer satisfaction with the Total Choice package.
  • STARZ! is a part of the Encore multiplex service, which is provided by Encore Media Corp.
  • Encore Media Corp. is the largest provider of cable and satellite channels in the United States, founded in 1991 as a joint venture of JJS Communications Inc. and Tele-Communications Inc. (TCI).
  • The company provides a range of channels, including ENCORE, the International Channel, and the Thematic Multiplex services.

Statistics:

  • 60% close-rate in initial telemarketing efforts for STARZ! on DirecTV's Total Choice programming package.
  • 60% close-rate in upgrading to STARZ! at a rate of $3 per month, both before and after the free preview.
  • 1-month free preview of STARZ! offered to customers with the Total Choice package.

Sources:

  • Encore Media Corp. press release dated December 1, 1994.
  • "Encore Media Corp. Provoal," a 1994 document issued by the company.