There's a way television cable networks can improve quarter hour ratings without changing their programming. The key can be audio—yes, audio. Expert psychoacoustic adjustments to a cable network's audio feed can tailor its sound to its individual audience, and immediately increase viewer satisfaction and loyalty.

Here's an example. One of the top ten cable networks was receiving emails from their key women viewers complaining about the network's sound. Nothing specific—just comments that there was something the viewers found annoying. The network called us, and we listened closely to their audio feeds. We analyzed the remarks in the emails. In a short time we were able to isolate and quantify the elements that were likely to be irritating—and potentially driving away—their target viewers.

In close cooperation with the cable network's technical staff we designed an audio performance package that addressed and resolved their audio issues. The network reported that the complaints all but disappeared, and they were so pleased with the results that they retained us again a year later to readjust their audio feed and make sure it was continuing to meet the needs of their audience.

This "secret weapon" of psychoacoustics—of fine-tuning an audio feed so that it specifically appeals to its target audience—is not yet widely used among cable television networks. Audio feeds are more than just sound—they are a critical tactic in a television network's overall strategy to improve its quarter hour ratings and develop solid, lasting viewer satisfaction.