Getting airtime on broadcast TV is highly competitive, as shown in this graph. Many PSA distributors overlook local cable stations, because they typically reach fewer viewers than broadcast stations. When we introduced the service two decades ago, we had to find a way to lower distribution costs in light of the reduced reach, and thus CablePAK was born.

The Concept

The way we were able to lower distribution costs for CablePAK was to put multiple client PSAs in the same package sent to local cable systems, which is what we call a shared-distribution concept. To maintain client identity, we mention them six times throughout the packaging; we include storyboards for each client; and we create a four-color newsletter with feature stories on each.

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