Entertainment on Demand - UK - May 2009
UK television viewers are now more empowered with their entertainment options than ever. The rising penetration of broadband has enabled major national broadcasters to provide compelling TV catch-up sites like the BBC’s iPlayer for consumers that missed previously scheduled programming.
Innovative technology in the form of personal video recorders has also made it possible to schedule and watch content on demand in viewers’ living rooms. The likes of Virgin’s V+ and Sky Anytime provide users with a ready fix of entertainment that can be accessed 24/7.
The market for telecoms and digital TV offerings is also more competitive than ever, pushing down the price of a whole menu of services, which consumers can get as part of triple or quad-play deals. This has helped reinforce the trend towards consumers’ use of entertainment on demand.
With online catch-up services like the iPlayer more prevalent than ever (online and via TV services like Virgin Media’s) is there still a role for live TV watching?
What sort of things do consumers watch via online catch-up sites, is this any different from the type of content demanded via TV service offerings?
How digitally savvy are consumers when it comes to watching on-demand content on other devices, such as mobile phones and PlayStation portable (PSP) games consoles?
Is online catch-up TV still the preserve of the very young? Which online catch-up sites resonate the most with older viewers?
Is entertainment on demand a positive move for advertisers, especially by enabling them to target specific, engaged audiences?
What does the average TV viewer want from an on-demand service?
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