Telecom Names Penney IPTV Ad Director

LOS ANGELES SBC Communications, already entrenched in the development of its $4 billion Project Lightspeed, has appointed John Penney executive director of strategy and advertising management on the Internet protocol-based TV, video, voice and data initiative, a telecom representative said.

“There are inefficiencies in TV marketing, and [we] really are trying to provide a better environment for advertisers” said Penney, based at SBC headquarters in San Antonio.

Explaining that the so-called IPTV initiative was “not some theoretical 10-year plan,” Penney said Project Lightspeed was on track to provide consumers with “a holistic environment” delivering IP-based television, high-speed broadband, telephone and wireless product bundles and services via a combination of copper wire and fiber optics.

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