Pay TV channels are devaluing their brands

Liberty Global CEO Mike Fries told the pay-TV industry that by selling on their content to free-to-air networks they are devaluing their brands.

At yesterday’s ASTRA Conference in Sydney, Fries’s speech encouraged pay-TV executives to develop brands the community could relate to, and to keep their key content exclusive.

According to Fries, an emotional connection to channels could generate a connection with the provider as well.

“Customers, on average, have between four and six channels that they really love and brand is such an important part of that channel relationship,” said Fries.