Top cable companies have launched a $10 million (€8m; £5m) two month advertising push in a bid to stop viewers defecting to satellite television.
The OnlyCableCan campaign which runs until the end of August plans to capitalise on the summer Olympic Games with a theme emphasising that High Definition Television enhances viewing.
Creative was produced in-house by Panasonic and the Cable & Telecommunications Association for Marketing.
The TV spot uses the endlines "This summer, get closer than ever to the Olympics" and "Make it a hi-def summer."
Comcast Cable and Time Warner Cable, which has 300,000 HDTV owners on its 11 million subscriber base, are among the companies supporting the push.
Panasonic's HDTV rival Sony probably feels it is getting enough exposure during the Olympfest. NBC Universal has awarded it exclusive advertising rights in the electronics manufacturers sector.
Data sourced from: AdWeek.com; additional content by WARC staff