iTV Could Make Customers Stick With Cable

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Executive Summary

A strange thing happened to many cable operators as they rolled out iTV digital television. After they switched on new digital programming, an unusually large number of consumers who paid for digital service switched back to the old analog cable service. Digital cable has been growing steadily and currently serves about 15 million subscribers in the United States. But digital churn has been higher than expected following the launch of interactive digital television packages.

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