Harris Interactive Study - Demand For Interactive TV Strong
Ensequence, the interactive television company, today announced the results of a survey* that shows consumers are ready to change the way they interact with their televisions in 2008. According to the survey, 72 percent of viewers indicated they are currently using their remote controls for simple tasks such as finding favorite programs using the on-screen TV guide, scheduling or selecting DVR recordings and for viewing content on-demand. Now consumers are ready to take their television viewing experience a leap further and they want more from their cable and satellite providers in 2008.
72 percent of those who watch reality TV shows want to interact with those shows
65 percent of those who watch sporting events on TV want to interact with those events
66 percent of viewers want to interact with commercial advertising
70 percent of TV viewers would consider signing up for another cable or satellite provider if they offered advanced interactivity at no extra charge
50 percent of those who watch drama TV shows indicated that they would be interested in interacting with those shows
Companies like Ensequence have a built in advantage over on-line companies as set-top boxes are already in place in people's homes. The challenge for companies like Netflix, Apple, Sandisk and other's is how to make the connection between content (lean forward) and viewing (lean back) as simple and enjoyable as possible.
I think Netflix is in the best position verses Apple with plans to integrate their platform into TV's, DVR's and the like from companies such as LG and others, system on chip so to speak is the answer. Apple's plans are underwhelming and a me too approach. That Steve Jobs wants to get into the movie business I doubt studio execs will feel it is their responsibility to give him a new business model.
*Methodology of Harris Study.
This survey was conducted online within the United States by Harris Interactive® on behalf of Ensequence between November 29 to December 3, 2007 among 2,949 adults (aged 18 and over), of whom 2,877 watch TV. Figures for age, sex, race/ethnicity, education, region, and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online
