TCI SAYS ENCORE PROMOTION SUCCESSFUL

About three-fourths of TCI Cablevision's local subscribers have opted to add Encore, a new movie channel, to their cable lineup.

TCI manager Roger Harms said the new channel has proved "very successful" despite early controversy.

Encore was offered to TCI viewers free in June. The channel then cost $1 a month for a year.

The cable company had suggested a controversial "negative option" plan. Under the plan subscribers would have had to call and cancel the channel if they did not want it.

On June 14, TCI dumped the plan, and in one week put together a new marketing strategy, including an 800 telephone number for viewers to order the channel.

By June 28, TCI subscribers had made nearly a million attempts to get through on the 800 number, sending the company scrambling for additional phone lines and workers to take orders.

Nationally, the company recorded nearly 400,000 telephone orders last week for the new channel, representing more than 6 percent of all eligible TCI customers.

"I thought it would go really well," Harms said. "For the money, you can't beat it."

He said the change in marketing plans will cost TCI more money. "And it may take longer to get everybody taken care of," he said.

He said lists of new Encore subscribers are sent to his office daily.

Customers are eligible to order Encore for $1 a month through July 20, he said.

Encore is still being shown for most local TCI subscribers. Harms said the company soon will begin the process of shutting off those customers who have indicated they do not want the channel.

"That will be going on for a month or a month and a half. We're sort of holding off to see that everyone has a chance to respond," he said.

"At first, it was kind of a confusing issue. Customers were really confused and some called and canceled. Now that they understand, I think everyone is jumping on the bandwagon."