NTL has appointed Matthew Seaman, a former director of interactivity at ITV Digital, as its TV product marketing director.
Seaman, who left ITV Digital last year, reports to NTL director of TV Rod Henwood.
Seaman says: “I am responsible for the marketing of the TV product to existing customers and new customers. The aim with existing customers is to increase the number of channels and packages that they subscribe to.”
He aims to target people using direct mail, the NTL TV Guide and lists of customers that are already signed up to other parts of NTL’s business.
Responsibility for brand marketing will remain with brand director Bart Michels.
Debt-laden NTL restructured its marketing team at the end of last year. The result was the departure of group marketing director Mike Hounsell, customer marketing director Charles Darley and at least 40 other marketers from the central operation (MW January 2002).
The company has given additional responsibility to its regional units, which have their own marketing teams consisting of up to six people.
NTL is examining restructuring options for its $17bn (&£12bn) debt mountain. Speculation that the cable company would be forced to merge with Telewest Broadband, which has its own debt of &£5bn was rebuffed by the latter’s chief executive Adam Singer yesterday (Tuesday). He said that such a move made little sense because of the high debt levels of both companies.