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When Cable began as Community Antenna Television in 1948, all it did was collect over the air

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

TV signals and send them down a cable.

When Cable networks began, so did Cable advertising

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

. The fledgling new networks sold (or gave away) ads in their programs. Memories are etched

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

in our brain; The Amazing Slicer-Dicer, and "so you don't forget, call before midnight toni

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

ht". Eventually local cable systems were given permission to sell ads and cover up selected

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

Ginsu Knife ads on the networks.

Local Cable sales have never been great because the audienc

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

e is so fragmented they can't sell it for even half what the local TV station can get for cr

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

ummy time slots.

However, Cable is growing in strength and numbers. Now the broadcast indust

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

y is talking seriously about the numbers and amounts of national ad sales for Cable. Viewers

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

hip for the big national over the air networks continues to shrink as Cable continues to gro

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

w. It's not an even contest, yet.

A recent look at the numbers show, are you ready for this?

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

Nickelodeon is the number one Cable network (this is for the total day, not prime time. If

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

ou buy Cable ads your commercials will be scattered all day). Other movers on the chart, TNT

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

(Turner Network Television), Cartoon Network (A Turner property) Disney, Lifetime, USA, TBS

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

and Fox News.

Most of the Cable networks in the top 20 allow the local systems to insert co

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

mmercials, some as cheap as 5 bucks each.

The ratings people now count Cable just like TV.

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

s a comparison, consider a recent 60 Minutes broadcast (CBS - over the air) had a rating of

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

7.0, while Fox News average rating of 0.6 on any given night (that's point 6). A rating refle

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

cts the percentage of TV households viewing a program.

Local Cable is still a good buy if yo

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

u can keep it cheap and select the networks. The Cable Guy won't like it, but it can be done

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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Ireland, once seen as backward and slow to energise, has shot to success with its capacity to provide top quality call centre facilities staffed by competent, capable English-speaking staff.

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