NRTC's TelcoVideo Offering Makes Impressive Strides.

Throughout 2010 and early 2011, the National Rural Telecommunications Cooperative (NRTC) delivered a variety of product enhancements to its TelcoVideo offering to become the leading provider of programming rights and video support services to rural telcos.

In addition to numerous other enhancements, the Cooperative added more standard- and high-definition channels, expanded its digital audio programming offering, introduced help for retransmission consent negotiations, debuted a video-on-demand (VOD) offering in conjunction with partner Avail-TVN and provided staff training services for its members.

"Over the course of the last year, NRTC has made substantial and significant progress in creating a more robust video offering for our rural telco members," said NRTC President and Chief Executive Officer (CEO) Jack Harvey. "In 2010, we saw a 37 percent increase in the number of member companies offering TelcoVideo, and we're confident that as we continue to make improvements to the offering, that number will continue to grow."

In September 2010, NRTC announced that it would begin helping members negotiate retransmission consent negotiations with local broadcasters. Shortly thereafter, TelcoVideo was expanded again to include VOD options through NRTC's partner Avail-TVN. These improvements were followed by additional line-up and programming package expansions, including the availability of more than 100 channels of high-definition programming, the addition of eight more standard-definition channels, improved sports packages and the creation of a broad portfolio of more than 90 digital audio channels.

"It's been an important and exciting year for TelcoVideo. The video industry moves very quickly, and the numerous improvements we've made are representative of our efforts to help our members position themselves in a competitive marketplace," said NRTC Vice President of Video Services Madeleine Forrer. "We continue to evaluate the changes occurring in the marketplace and identify opportunities that will keep our members competitive in the future."

TelcoVideo's smart support assists telcos as they customize their programming packages to appeal to a wide range of customers-from residential subscribers to commercial accounts. Packages are also divided into white-labeled, highly marketable programming tiers. TelcoVideo also provides support to help telcos grow their video businesses, including marketing support and access to sophisticated Web-based support tools, such as a one-of-a-kind, online contract management system. With TelcoVideo, telcos may also take advantage of customizable staff training programs and resources.

"Now, we're putting tools in place - like subscriber surveys and ZIP-code specific marketing -to enable our members to create highly competitive channel line-ups, help hold the line on the rising cost of programming and deliver the content that their rural subscribers want," Forrer added.

NRTC's TelcoVideo enhancements come at a time when some uncertainty exists in this critical market. The National Cable Television Cooperative (NCTC) recently announced that it has "suspended processing and review of membership applications indefinitely."

"Rural telcos are aggressively pursuing video options to remain competitive in the marketplace, monetize infrastructure and identify new revenue sources," Harvey said. "We understand that they face significant challenges as providers of video services, and any uncertainty in their ability to obtain access to programming rights and video support is of great concern."

NRTC remains a reliable source for programming content and support in these challenging times and continues to work with rural telcos to help them deploy or enhance their video offering.

For more information about TelcoVideo, visit www.nrtc.coop/video or www.telcovideo.tv. About NRTC The National Rural Telecommunications Cooperative (NRTC) represents the advanced telecommunications and information technology interests of more than 1,500 rural utilities and affiliates in 48 states. Founded in 1986, NRTC provides products and services developed specifically to meet the needs of rural utilities and their customers, such as high-speed Internet access via satellite, full service Internet access and support, advanced metering infrastructure, wireless technologies, power quality products, long distance programs, mobile phone service, IP backbone services, direct broadcast satellite service (DBS) with DIRECTV and programming distribution rights for video providers. For more information, visit www.nrtc.coop.

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Keywords: Advertising, Marketing, National Rural Telecommunications Cooperative (NRTC), National Rural Telecommunications Cooperative NRTC, Technology, Telecommunications, Television.

This article was prepared by Information Technology Newsweekly editors from staff and other reports. Copyright 2011, Information Technology Newsweekly via VerticalNews.com.