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Frontier billboard hits Comcast

February 17. 2013 9:39AM

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Taking its message to the streets, or at least the Cross Valley Expressway, Frontier Communications is trying to sway cable, Internet and phone subscribers to leave Comcast and sign up with them.

Using a billboard that points out an American Consumer Satisfaction Index that ranked Comcast fourth in the top 15 most disliked companies in America, the billboard urges motorists to visit to learn more. That site is owned and operated by Frontier and brings people to a page offering pricing plans and service options for Frontier services.

Robert Grove, a Comcast spokesman, said he was unaware of the billboard that went up Oct. 1, but the company typically doesn't comment on such matters. His response to the billboard and website was: "Comcast offers the fastest Internet speeds and prides itself on reliability and innovation."

Five cable companies and one phone company were included in the May rankings.

Under Comcast's write-up, the publication noted: "Ever-unpopular media conglomerate Comcast has been blasted for early withdrawals, faulty equipment and unprofessional service technicians."

Comcast serves a portion of Luzerne County that includes much of the Back Mountain, Wilkes-Barre city, Plains and Jenkins townships, Nanticoke, the West Side and the greater Pittston area. Frontier serves portions of the Back Mountain, plus Wilkes-Barre, Drums, Conyngham and Hazleton. The overlap in the Back Mountain was a reason why a billboard was located along the Cross Valley. Another billboard was placed along Route 11 between Scranton and Clarks Summit, another territory where the two companies overlap service territories.

Marty McGuire, Frontier's marketing manager for Pennsylvania, said the campaign is meant to inform the "many people not satisfied with Comcast … there's a better alternative available."

He said it was a conscious choice not to include Frontier's name on the billboard and instead just see if people would go to the website. He said a few Comcast customers have switched since the billboard went up.

"This is about choice for the consumer," said Paul Quick, vice president and general manager of Frontier's Pennsylvania operations.

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