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Comcast Bans Twin Cities Wi-Fi Upstart’s Ads After Pointing Out Comcast CEO’s Salary on Billboards

USI Wireless' TV Ad was rejected by Comcast

“Our competitor’s CEO made $27 million last year. Ever wonder why you pay so much for Internet?”

That question is posed on an enormous billboard over downtown Minneapolis.  It comes courtesy of US Internet of Minnetonka, a tiny wireless provider competing against Comcast in Minneapolis.  The Wi-Fi upstart has taken center stage in another dispute with Comcast that threatens to have national implications.

For US Internet, the cable giant is already big enough to throw its weight around, because the Wi-Fi competitor has been notified it is not going to get its television ads seen by Comcast subscribers.

That struck Joe Caldwell, CEO of USI Wireless, as anti-competitive.

“I spent thousands of dollars to get this ad produced, and now Comcast won’t run it,” Caldwell told the Minneapolis Star-Tribune. “I think maybe they’re mad at me because I said the CEO of Comcast made too much money.”

Although Caldwell’s billboard only names Comcast in fine print, barely visible from Minneapolis streets, his company’s door-hangers are more direct:

“We at USI Wireless would like to congratulate Qwest & Comcast for both having sports arenas named after them. Ever wonder why you pay so much for Internet?”

Comcast told Caldwell it could not run his ads because they are a competitor.

USI Wireless charges $14.95 a month for wireless access across the city.  Comcast charges between $40-115 for its standalone broadband service.

It’s not the first ad controversy for USI, which irritated some residents back in May with some edgy billboards featuring a woman some described as a prostitute next to big, bold print: “Fast, Cheap, and Satisfaction Guaranteed.”

USI got into some controversy with its earlier billboards, which raised more than a few eyebrows.

Caldwell’s television ad features Fancy Ray McCloney, head of Minneapolis-based ad agency Chocolate Orchid Productions, as its pitchman, loudly asking, “Why pay $30 to $60 a month when you can get the same quality service for as low as $14.95?”

McCloney adds salt to USI’s wounded bank account because, as he tells it, it was Comcast that invited him to produce the ad and get it running on the system.  McCloney claims a Comcast advertising representative contacted him after seeing the billboard and invited USI to buy TV advertising.

“They saw the billboards, and they asked if they could get some of that advertising business on Comcast cable,” McCloney told the Star-Tribune.

After Caldwell spent $7,500 producing the TV ad, Comcast now says it cannot run on their system.

A local Comcast spokesperson told the newspaper he didn’t know if McCloney’s story was true or not.  A national spokesperson for the cable company said Comcast decides on a case-by-case basis whether to take advertising for services that compete with Comcast.

The dispute threatens to have national implications as Comcast pushes to have its merger with NBC-Universal approved.

With ownership of additional broadcast outlets, would-be competitors to Comcast could find themselves banned from advertising on broadcast stations with ties to the cable operator.

USI Wireless’ “banned” TV ad, which makes no mention of Comcast by name, or the current controversy.  (1 minute)

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  • Cynthia Shell: On the phone with Comcast for quite a long time yesterday. I gave them, all three transfers, an ear full. I know they are just the poor phone buffers ...
  • Josh: Wow, great article! I'm feeling nostalgic, and kind of weirded out by VHS going away, and the realization we're (once again) likely to lose a giganti...
  • Jeno: My family and I had Verizon for years, and it was just fine, no problem. It seems almost as SOON as Frontier came into the picture, our internet was ...
  • Sharon: I too have gotten taken by Verizon, and they are continually trying to add more costs to my plan; daily. This number did call today, showing as a Ver...
  • Josh: I need PBS and The CW...I can't believe those aren't on here! I'd want BBC America too. I'd really want a much longer DVR too...28 days isn't good...
  • Len: I have a 25MB/s CenturyLink connection (internet only) that costs $83 / month. I have a "discount" that brings it down to $53. These guys at Century...
  • Josh: Having to pay to get your bill is just an hilarious low :-D And I'm sorry about those people :-( Somehow I doubt they're not needed......
  • Len: 100 MB/s....... For ONLY 300 Euros a month! OK, sarcasm here, but you see what I'm getting at. MB/s is only part of it. It makes no difference...
  • Mike D.: There are giant delicious pies being feasted upon and Comcast isn't able to gorge themselves. That will end soon, and unless customers drop them like ...
  • Josh: Glad you mentioned that. Yeah, I'm nowhere near Chicago and am affected....
  • BobInIllinois: Just a note to explain what Comcast means by the "Chicago Region". It is a Comcast regional market designation for more territory than just the Chica...
  • Josh: This is just an excuse to raise bills by at least $50/month (or more, if you go over without realizing you have to *CALL* to add this $50/month fee). ...

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