News Release
February 13, 2006
HMSA’s interactive TV channel reaches viewer milestone
Laura Lott
(808) 952-7566
laura_lott@hmsa.com
The Hawaii Medical Service Association (HMSA) today reported its on-demand digital
cable channel has reached its first milestone, and is gaining in popularity. In
the first six months of operation, HMSA Now received over 50,000
requests to view videos.
In July 2005, HMSA launched HMSA Now on Oceanic Time Warner’s
digital cable, and it became the nation’s first interactive, statewide health
channel. HMSA Now was developed as a two-year pilot program to
test the viability of presenting health and wellness information to health plan
members and the community at large on digital cable.
The top 10 videos viewed during the first six months on the air include Diabetes
and Weight Control, The HealthPass Experience, Live Healthy (Kutmaster Spaz’s
music video), Basic Skills for Controlling Diabetes, Overweight: Who’s in
Control?, Eat More/Weigh Less, Carb Confusion, Young and Overweight, Dual Member
vs. Dual Coverage, and Act in Time to Heart Attack Signs.
Since July 2005, HMSA has added 32 health videos to HMSA Now’s
library. Several new categories were added as well. They include Cancer, Weight
Management, Health Events, and HMSA Programs.
At the present time, HMSA Now offers nearly 300 videos on a wide
variety of topics, such as fitness and nutrition, chronic conditions, cancer, and
weight management. HMSA members may also view items of interest in the frequently
asked questions (FAQ) category, as well as browse the extensive medical video library
for information on specific injuries, illnesses and conditions.
Available free to all Oceanic digital cable subscribers in Hawaii, HMSA Now
is located on channel 344, adjacent to Discovery Health, a popular national health
channel. HMSA Now is currently available in 160,000 households
across the state, and many more digital subscribers are added each month. Subscribers
may watch HMSA videos as often as they want, and are never charged a viewing fee.
Plus, HMSA Now is available 24 hours a day, seven days a week,
for added viewer convenience.
Unlike regular analog television, digital cable puts the viewer in control by allowing
them to select video programs from onscreen menus using the remote control. They
can pause, replay, rewind and fast forward as needed.
"HMSA Now helps educate Hawaii’s health care consumers
about the importance of taking personal responsibility for their health, and the
role they play in helping keep health care costs down," said Cliff Cisco, HMSA
senior vice president. "After six months on the air, we’re pleased with
the response. We’re also confident our members and the community will use
HMSA Now regularly, once they give it a try."
"The success of HMSA Now on Oceanic digital cable is a testament
to the future of television," said Oceanic President Nate Smith. "The
way the consumer accesses information, any type of information, has changed significantly
over the last decade. The fact that in its first six months of operation, HMSA
Now has had over 50,000 requests to view its preventive health care
videos is testimony to this changing dynamic, and the invaluable service this ease
of access now provides the public."
In addition to materials produced by HMSA, HMSA Now includes videos
by the American Cancer Society; Dole Nutrition Institute; National Heart, Lung and
Blood Institute; and more.
HMSA is seeking relevant submissions from other organizations on a variety of relevant
health topics. For more information, call (808) 952-7539 on Oahu. HMSA
Now also features listings of upcoming community health events sponsored
by HMSA and other organizations around the state.
In addition to the business partnership between HMSA and Oceanic Digital Cable,
the development of HMSA Now was facilitated by Broadband iTV (BBiTV),
a Hawaii company specializing in the production of local, community-oriented interactive
television channels.
"HMSA Now provides valuable information to help people live
healthier lives," said Eric Tom, BBiTV chief executive. "Each video viewed
can potentially change a life. It is very satisfying to work with HMSA to provide
this service to the community, and BBiTV looks forward to assisting other organizations
throughout the country in creating similar interactive TV channels."
HMSA is a nonprofit, mutual benefit association founded in Hawaii in 1938. It is
governed by a community board of directors that serves without compensation and
includes representatives from health care, business, labor, government, education,
clergy, and the community at large. HMSA is a member of the Blue Cross and Blue
Shield Association, an association of independent Blue Cross and Blue Shield plans.
Nationally, HMSA and 38 other Blue Cross and Blue Shield plans provide worldwide
coverage to more than 93 million members.
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