Eight IPG Shops Market New Voom

Cablevision Systems Corp. is targeting the estimated 3 million Americans who own high-definition TVs during the first phase of selling Voom, a digital-satellite-subscription service that launched last week.

The initial goal is to connect with “early adopters” who have embraced the technology but underutilized it, said Todd Engels, svp, account director at Lowe in New York, one of eight Interpublic Group shops working on the brand. Voom will offer 39 channels of HD programming, more than five times DirecTV’s seven-channel offering.

“We decided to brand the experience of entertainment,” said Michael Thibodeau, creative director at FutureBrand in New York, which created the playful name and multicolored logo.