Can A New Shop Help Voom Gain Viewers?

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Cablevision’s Rainbow DBS division is looking for an agency that’s “agile and able to respond quickly to dynamic market conditions” to handle the estimated $50 million creative and direct marketing account for its Voom high-definition satellite network, according to the RFP.

The winner will be the second shop for the 5-month-old Voom—and, analysts argue, is likely to have an uphill battle marketing the struggling network, a venture they think the marketplace cannot support.

Voom’s 31 channels of HDTV, including 21 commercial-free, exclusive channels grouped by movie genre, have attracted fewer than 2,000 subscribers since its October launch.

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