Bell Atlantic Video Services Receives Two Marketing Awards

July 24, 1996


BVS Also Finalist in Interactive Services Association Competition

RESTON, VA -- Bell Atlantic Video Services (BVS) has captured two 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 Virginia.

The "Mark Awards" were presented recently at the 13th Annual CTAM 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 industry.

BVS won its first award in the "Image Awareness Collateral" category 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 BVS direct mail campaign created to promote viewership of foreign films on weekends. The campaign emphasized the diversity of the Stargazer product.

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 Satisfaction Conference.

"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 given 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 "ease 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 industry.

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