Bell ExpressVue’s PR Strategy …

… and some responses from the readers of Digital Home 

Readers lambaste Bell over decision to pull ads
Monday, 16 April 2007

Last Friday Bell Canada pulled its advertising from Digital Home citing our refusal to remove an article about the new Bell ExpressVu 6141, 9241 and 9242 HD MPEG4 receivers.

Over the weekend, Digital Home readers, angry with Bell, have been emailing us; posting words of support; contributing money and wanting to know why Bell is upset over our article about the introduction of MPEG4 receivers.

Introduction of MPEG-4

Last December, George Cope the Chief Operating Officer at Bell noted in his 2007 Business review that one of ExpressVu’s key priorities in 2007 would be the transition to MPEG-4 for HD and special programming.

The Bell ExpressVu 6141, 9241 and 9242 HD MPEG4 receivers are a key component in the transition from the existing MPEG-2 standard to the more advanced MPEG-4 standard.

MPEG-4 is an advanced audio video compression scheme that will allow ExpressVu to deliver bandwidth hogging high definition signals more efficiently. Once the transition to MPEG4 is complete, ExpressVu will be able to offer more channels (and increase revenues) without having to put more satellites.

The biggest problem with implementing MPEG-4 is that only consumers with MPEG-4 receivers will be able to decode the signals. First generation ExpressVu HD receivers can’t decode MPEG-4 signals and will need to be replaced or somehow upgraded.

In simple terms, MPEG-4 means that today’s Bell ExpressVu HD receivers will become obsolete and at some point ExpressVu equipment owners will be forced to upgrade to the next generation of HD receivers.

The roadmap for transition has not been announced by Bell so its impossible to know if the transition is expected to happen this year, next year or the year after that! Nonetheless, word of new MPEG-4 receivers will put a chill on existing HD receiver sales since most astute readers will opt to wait rather than buy now.

The problem with Digital Home’s original article was not with the information it contained, rather that it would stifle sales of MPEG-2 receivers to dealers.

Reader and Member Feedback

The following is a sample of the feedback that Digital Home has received from its readers since Bell’s decision to pull its advertising from the site.
Kudos to you Hugh!!! To me, it is quite obvious that this information release to dealers it authentic and the PR folks have been called in to "spin" this as they need to before it gets out of control. One of the best things about this site is that you can get information that simply is not available anywhere else. – Carson
DHC, I applaud you for standing your ground against Bell on this. You now have a new premium supporter. - Huff
Shame on Bell for acting like a bully and pulling their advertising from your site. As a subscriber, I would really like to know what is going on with the new receivers. Maybe Bell’s marketing department should be doing their job instead of threatening DHC. Get your act together Bell. – kandt
It is also a sad commentary on Bell management that they would so ‘attack’ what should be seen as a key demographic for them - the expert users, first adopters, and ‘informed’ customers that frequent forums like this…. Yet another case of a large corporation that can’t even get the basics of PR 101 right. And thanks Hugh for making a disciplined and informed stand. - GGG65
Many of the people that keep up with this site are the ones that family and friends go to for advice on high tech stuff. I, myself, have informed a few people of the possibility of the 9200 becoming obsolete in the near future… these people have all decided to wait instead of buying a receiver. - PlasmaDave
Uhm, that reprint of the bulletin basically calls BEV’s bull about no new receivers and invalidates the reason for their ad pullout. They seriously need to stop lying to their customer base and stop treating people like they are. I can easily switch to local cable and their HD PVR offering. They are getting better and have been providing better support and channel options as of late and I am willing to sacrifice things in favour of a company that doesn’t treat me/us like **** - Cal
Whoever this Mr.Button is, he should be relieved of his duties at Bell. It only takes one ignoramus in a higher management position to bring down heavy unwanted bad PR for Bell Canada. This will spread like wildfire, and watch Bell taking a bigger hit due to their ignorant stance. Kudos to Digital Home - don’t get bullied. - lawman
I for one will be canceling my ExpressVu non-contract account, my home phone and business phone service if they do issue new receivers in 2007. I will sell my 9200 and my other receivers. I refuse to do business with BLATANT LIARS. - ABL
Pretty consistent behavior for a corporation that is more than happy to abuse anyone it wishes from subscribers to the media to independent agents and installers. - ARR
Its good see you inform your readers with all the facts. It’s too bad Bell pulled its ads but it’s good to see you won’t be pushed or told what to say by the big boys. I enjoy reading your website. It is a great source of information. Keep it up! - G Saunders.
You’ve taken the right stance on Bell’s position that you take off information that you know is true. This is Bell’s error - if you are at the whim of what Corporate Canada wants you to print, then the site becomes useless. As it is, it’s a wealth of fabulous information. Keep up the good work. – Steve

Tags: Bell ExpressVue, Digital Home

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