Traditional TV Isn't Dead

Amidst 50th birthday celebrations of the color TV and swirling rumors of the death of traditional television, CTAM (Cable & Telecommunications Association for Marketing) has taken responsibility for clearing up the muddied and sometimes contradictory picture of today's media consumer.

The organization and its research partner, Lieberman Research Worldwide, have unveiled the first in a series of carefully-controlled looks at how consumers watch TV and use new media -- setting the stage for tracking and predicting changes in behavior over the next several years.

The study, Tracking the Evolving Use of Television and Its Content, is an unbiased "screen grab," designed to answer some of the most critical questions facing the cable business, as it wrestles with providing both traditional and new media services and content.

In order to create a true, baseline image, this benchmark wave of the study employs the disciplined methodology of talking to consumers about their most immediate, "last viewing" experiences. This leads to unique, in-depth insights into the complex relationship people have with both their TVs and the advanced technology-based services now coming to market.

"Though we are starting to see changes in the way people are deciding what to watch on television, it's surprising how much 'appointment viewing' to specific programs continues to dominate TV consumption," said Michael Pardee, Vice President, Research, Scripps Networks.

"However, as television viewing dynamics evolve and as consumers continue to be confronted with greater choice in both technology and content, this study will be able to track the changes that occur," said Pardee, also Chairman of the CTAM Research Subcommittee, which guided the study.

Advanced technologies are making the early-adopters happy - but most consumers still like plain old TV.

When asked about all the TV-related activities they engaged in last night, nearly three-fifths of consumers (57%) report having watched scheduled TV programs.
Going online is the second most frequent activity (22%).
Next -- consumers are watching pre-recorded DVDs and videos, with about one in ten engaging in each of these activities.

Viewers still have favorites - and sit down to watch them at "appointed" times.

Most viewers (64%) say they knew what program they were going to watch when they turned on the TV.
Nearly half of all viewing (48%) is dedicated to watching a program that viewers regularly make an effort to watch.
And viewers stick with their faves: 53% say they prefer to watch one show and not change the channel while the program is on.

At the same time, viewers like having more choice. They do check out -- and stay with -- new channels.

Fifty-five percent of those who watched TV last night turned to their favorite channels to see what was on.
Even though viewers report watching favorite channels most often, 50% say they watched a new channel in the past year.
One third said they adopted two or more new television channels in the past year, while 17% added one.

Digital guide drives new behaviors.

Nearly half (46%) of viewers in digital cable and satellite homes think the interactive programming guide (IPG) "makes it easy to find something to watch."
Adults 18-34, particularly women, are very positive about the IPG experience.

And advanced technologies are on the cusp of mainstream adoption . . .

Forty-five percent say they are very or somewhat familiar with high-definition television. Two in ten viewers say they'd like to buy an HD television set, and the majority of those expect to get their stations (9%).
Satellite subscribers currently report relatively low subscription to high-speed Internet (20% vs. 44% in digital cable households), but relatively high interest in getting the service (35% very/somewhat interested vs. 30% overall).
Two-fifths (41%) of digital cable customers without high-speed Internet service are interested in acquiring the service.
Of those adults interested in the new products, men beat the women for HDTV (accounting for 60% of likely buyers and DVR (57% of likely buyers). But the next wave of high-speed Internet customers includes more women (57%) than men (43%). On Demand? It's a tie.

About the Study

This study was designed by the CTAM Research Committee -- whose members include senior research executives from top cable companies and program networks, and who were dedicated to taking an impartial approach -- and conducted by Lieberman Research Worldwide.

"We've developed a study that is unique, wide-ranging and strategic, and that will add valuable intelligence to the cable industry's body of knowledge about the ever-changing perceptions and behaviors of consumers toward television," said Tim Brooks, CTAM Research Committee Chairman, EVP Research, Lifetime Television.

This benchmark wave of CTAM's tracking study seeks to understand three key areas:

How are viewers using and responding to new viewing technologies and platforms? Is their evolving relationship with technology driven by understanding and interest or are they paralyzed by confusion and indifference?
How are new technologies changing viewers' relationship with the medium of television itself? What else are viewers doing with the TV besides watching linear programming?
How are increased choices affecting viewers' relationship with TV content? Given the multitude of new networks and programs, how can programmers maximize the chances of their content breaking through to potential viewers?

To answer these questions, both qualitative and quantitative research was conducted. First, six focus groups were conducted in Philadelphia and Bala Cynywd, PA from October 14 to 16, 2003. These were followed by the quantitative component, in which a total of 1,201, 25-minute telephone interviews were conducted among a national random sample of adults 18+ living in cable and/or satellite households, from mid-November to early December 2003. Results on the total sample carry a maximum margin of error of +/- 3 percentage points at the 95% confidence level.

"Unlike other studies of this magnitude, this research is independent and industry-sponsored," said Clay Collier, CTAM Vice President, Research. "In addition, we used a regimented, highly-scientific approach -- guaranteeing a top-notch, representative sampling procedure, and using the more specific "last viewing occasion" method to more accurately capture true television experiences," Collier continued

CTAM's Tracking the Evolving Use of Television and Its Content is available for purchase. It includes an executive summary and report, comprehensive charts and conclusions, data tabulations, and a PowerPoint presentation of key findings. Interested persons should contact Clay Collier at 703-549-4200 or [email protected].

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