Everything's Just Dandy in Bentleyville - Company Business and Marketing

While the rest of the cable world is practically killing itself to offer the latest nifty digital and Internet services, things are moving at a much slower pace in Bentleyville, Pa.

It's not because the local cable plant is fossilized or the company is impoverished. It's because people there just like things the way they are.

In fact, the Bentleyville Cable Co., an overbuild operation started in 1992 by a subsidiary of the local phone company, is finding life is just fine with three employees running a 53-channel analog system. And they see no need to change that setup.

Walter Ziemba, GM at the Bentleyville Cable TV Company, said the system is doing well in head-to-head competition with Charter Communications Inc. and the DBS crowd. Bentleyville offers a basic package at a mere $24 per month to its 1,300 customers in this community 20 miles south of Pittsburgh.

The system may be small, but it isn't antiquated -- the 40 to 45 miles of plant is 50% fiber, with a two-way 750Mhz capacity. Despite that capacity, Bentleyville is debating whether to start up high-speed cable modem Internet service, and digital isn't even on the drawing board.

Ziemba said the company is serious about adding high-speed cable Internet service, but there is a major stumbling block.

"We are looking at the possibility of high-speed Internet, but we are also concerned about the security factor," he said.

Because cable modem customers share bandwidth and a connection through their local fiber node, Ziemba said the company is worried they may be vulnerable to hackers. The company has investigated several modem makers, but so far he said there is nothing to allay Bentleyville's concerns.

"Maybe somebody can develop some kind of great firewall software," he said. "But we haven't seen anything like that yet."

Unlike other operators, Bentleyville has no plans to offer digital service any time soon.

"We've been talking to customers, and the biggest factor is that box on the TV set," he said. "People don't want that."

They don't have a box now because Bentleyville uses an interdiction system supported by Blonder Tongue Laboratories Inc. which manages subs service through a unit located outside the home, that dramatically cuts service call and maintenance, Ziemba said.

In fact, Bentleyville has just one repair technician, who makes about two to three service calls per month. This one lone repair ranger is a big reason Bentleyville has a loyal clientele, especially when facing competition with larger DBS providers.

"A lot of them (customers) want that repair factor," Ziemba said. We are faster, we are always on and the picture is clear."

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