| The in-depth and exclusive research study commissioned
by the Promax&BDA organization specifically addresses the impact
of technology-based devices such as Tivo and other digital video recorders
(DVRs) as well as how technology-based services like IPGs, video on
demand (VOD) and interactive or enhanced television (ITV or ETV) features
are changing the way people watch television.
Notable findings and recommendations the survey has thrown up include:
1. If there are any opportunities for topical program listings
in IPGs, take advantage.
2. Declining channel surfing and growing time -shifting indicate
a need for alternative on-air promotion formats
3. Don't oversell - viewers trust on-air spots, so the message must
match the product.
4. Produce on-screen messages for both linear and time-shifted viewing
5. Use static text - to be readable during fast-forward and rewind
6. Younger viewers are using the Web and magazines to read and learn
about what's on TV. They want to "discover" what to watch,
not be told what to watch.
Frank N. Magid Associates president Brent Magid commented, "This
study provides the Promax&BDA members with timely insights as
to how to effectively promote programs using the latest technology-based
tools, such as IPGs and the internet, as well as how to efficiently
reach DVR users, still a relatively untapped area for marketing."
"By commissioning this valuable research study, Promax&BDA
is able to provide timely and accurate information that would be
cost-prohibitive to many within our membership. It is another part
of the organization's ongoing commitment to providing solid return
on investment to its membership," added Promax&BDA president
and CEO Jim Chabin.
Frank N. Magid Associates' team of expert researchers conducted
the nationwide survey in late May of this year, interviewing approximately
1,200 people who were subscribers to a digital cable or satellite
service. In analyzing the respondents' answers, the research was
firm was able to determine the following: The way people watch TV
is fundamentally changing in a digital world; Viewers are taking
more control with IPGs and DVRs; They're becoming more discriminating
and are doing more advance planning; however, people still love
TV, use it often, and they depend on TV to tell them what's on so
they can make decisions.
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