Viewers want advanced interactive television functionality across every genre of programming and advertising:

· 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

“The TV is becoming the focal point of every home. Consumers are spending big money to upgrade their TVs and they want to be able to do more with the programming and advertising that they watch,” said Dalen Harrison, CEO, Ensequence. “This study confirms that consumers have higher expectations and want to vote for contestants, get additional product information during commercials, purchase tickets for live events or get scores and statistics during sporting events – all using their remote controls.”

Just last year, Ensequence developed an application for Bravo’s popular series, “Top Chef 3 Miami,” which allowed DISH Network viewers to use their remote control to vote for their favorite contestants or download recipes among other interactive features. For the Spike TV Video Game Awards in December, more than 20 million satellite viewers were able to use their remote controls to access exclusive content and unlock cheat codes for their favorite video games. Viewers stayed interactive during the Spike TV Video Game Awards for up to 36 minutes on average.

Interactive television has been anticipated for a long time, and Ensequence is making it a reality today. Last year, Ensequence launched a Reebok interactive television advertising campaign that allowed consumers to make purchases directly through their remote controls, which was a first for the United States market. As DVR penetration increases, advertisers are actively searching for new ways to engage consumers. Nike’s advertising agency, Wieden+Kennedy, worked with Ensequence to create a fully immersive branded experience for the launch of the Nike Zoom shoe. They used the DVR to deliver 22 minutes of interactive television content to consumers and enabled consumers to watch exclusive video, get customized retail locations and access in-depth product information.

*Methodology

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

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the U.S. adult population. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.