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FOR IMMEDIATE RELEASE
July 24, 1996
BELL ATLANTIC VIDEO SERVICES CAPTURES TWO MAJOR MARKETING
AWARDS IN CABLE INDUSTRY COMPETITION
BVS Also Finalist in Interactive Services Association
RESTON, VA -- Bell Atlantic Video Services (BVS) has
prestigious awards in CTAM's (Marketing Society of the Cable and
Telecommunications Industry) industry-wide annual marketing
competition. The awards honor BVS for customer communications in its
pioneering market trial of video-on-demand services in northern
The "Mark Awards" were presented recently at the 13th Annual
Conference in Boston. The event was attended by 2,600 executives from
the cable industry, including representatives from multiple system
operators, distributors, programmers, new media and the communications
BVS won its first award in the "Image Awareness Collateral"
for the Stargazer Market Trial Welcome Kit. The kit was created to
introduce and explain to subscribers -- in a simple and user-friendly
manner -- the Stargazer video-on-demand service. It emphasized to
customers the uniqueness of this entertaining, fun and easy-to-use
interactive TV service.
The second award was in the "Program Promotion" category for a
direct mail campaign created to promote viewership of foreign films on
weekends. The campaign emphasized the diversity of the Stargazer
In addition to the two Mark Awards, BVS Vice President - Marketing &
Sales Kate Adams received a TAMI Award, recognizing her extraordinary
service to CTAM as co-chair of the organization's 1996 Customer
"Winning these awards is a great accomplishment," said Frank Pereira,
president of BVS. "I am most proud of how effective our marketing
programs have been with the ultimate judges -- our customers. This
customer focus will continue to drive our product development,
customer service and marketing as we roll out our wireless digital
television service early next year."
All 1,197 entries in this year's Mark Award competition were evaluated
on the basis of "sound or innovative strategy, and originality and
creativity of execution." For the first time, bonus points were
for actual marketing results. There were 177 finalists and 82 awards.
Bell Atlantic competed in the large cable systems, MSO, DBS, MMDS and
other distributors division.
BVS Also Finalist in ISA Competition
BVS was also a finalist in another recent industry competition. The
Stargazer video-on-demand project was one of two finalists in the
interactive TV category of the Interactive Services Association's 12th
Annual Awards competition. The honor was based on the service's
of use, ability to work within current technology constraints and
audio or visual appeal."
BVS will enter the video market in early 1997 using wireless
technology to deliver digital television service. In late 1997, Bell
Atlantic will roll out a switched broadband network with digital video
broadcast capabilities in selected markets of the mid-Atlantic
region, with on-demand capabilities to follow in 1998.
Bell Atlantic Corporation (NYSE: BEL) is at the forefront of the new
communications, entertainment and information industry. In the
mid-Atlantic region, the company is the premier provider of local
telecommunications and advanced services. Globally, it is one of the
largest investors in the high-growth wireless communication
marketplace. Bell Atlantic also owns a substantial interest in Telecom
Corporation of New Zealand and is actively developing high-growth
national and international business opportunities in all phases of the
- Larry Plumb, (703) 708-4360
Ginger Fisk, (703) 708-4222