Amy Banse, President, Comcast Interactive Media; Senior VP, Comcast6/21/2010 12:01:00 AM Eastern
As cable operators use such initiatives as
TV Everywhere to reposition themselves
as multi-platform content platforms, Amy
Banse’s employer, Comcast, has been particularly
aggressive both in launching new services and
repositioning itself as a new kind of multichannel,
product in the Fancast Xfinity TV service, which makes thousands of hours
of TV shows available online to current cable and high-speed Internet subscribers. In
February, it launched a massive Xfinity rebranding campaign of its triple-play voice,
video and data offering, positioning the new brand as a platform that provides consumers
with more of everything—speed, content, HD, choice and control over their services.
The Xfinity brand was conceived on the cable side of the business, but Banse’s Comcast
Interactive Media division has developed a number of the products, such as Fancast Xfinity
TV, that are so important in delivering on the new moniker’s brand promise—making Banse
one of this year’s notable Brand Builders.
Building Comcast’s brand was part of CIM’s DNA right from the start, according to Banse.
“When CIM was launched in December 2005, we saw that the world was evolving to a
place where consumers would want to consume content on more than one screen and we
wanted to start to think about how we could make that happen,” she says. “There was also
a recognition that we were on our way to becoming—and have since become—the largest
residential Internet-service provider.
“We wanted to leverage that position and build that brand just as we leveraged our distribution
to build cable programming networks in the past,” Banse says.
When Banse was picked to launch and head CIM, she had already played a key role in
expanding Comcast’s programming portfolio, negotiating a number of major content investments
and spearheading the launch of such channels as G4, PBS Kids Sprout, TV One and
the regional Comcast SportsNet channels.
“I had worked with [Comcast Chairman and CEO] Brian [Roberts] in building out the
content portfolio and we wanted to see if we could replicate that online,” Banse says.
Early on, CIM focused on acquisitions, including the movie-ticketing site Fandango, Daily
Candy, Plaxo and thePlatform. Those products have done more than produce significant
revenue growth for Banse’s division—they’ve allowed CIM to “acquire some real talent that
contributed significantly to the products we’ve gone on to build internally here,” she says.
The products included Comcast’s authentication system for Fancast Xfinity TV; its
myDVR product, which allows customers to program their digital video recorder settops
online; and an application that allows Comcast subscribers to use their Apple iPad
as a remote, as demonstrated by Roberts at The Cable Show in Los Angeles.
Where the Brand Builders Are
2010 Brand Builder Amy Banse is scheduled
to speak on day two of the Promax/BDA
What: Media Leaders’ Summit
When: June 23, 3:30 p.m.
Where: Diamond Ballroom, JW Marriott, LA Live
Details: The content revolution is here, and your
survival depends on how you, your companies
and your business adapts. These innovators and
culture shapers discuss the evolution of content
and the future of the entertainment business.
Moderator: Staci Kramer, Co-Editor and EVP,
Panelists: Neil Ashe, President, CBS Interactive;
Amy Banse, President, Comcast Interactive
Media; Albert Cheng, EVP, Digital Media, Disney
ABC Television Group