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TV and Film: Enhanced Viewing Formats - UK - July 2010

  • More than half of UK adult internet users (around 19.5 million people) now have an HD-ready TV in their home, making it the most popular form of enhanced viewing technology. However, only 39% of those with an HD package agree that it is worth paying extra for the picture quality on an HD TV.
  • The tremendous success of Avatar has contributed to the fact that 44% of adult internet users (just over 17 million people) have seen a 3D film at the cinema. However, once again only 48% of people who have seen a 3D movie agree that 3D films really improve the cinema viewing experience.
  • Exactly half the number of people with HD-ready TVs have an HD package (25% of adult internet users or 9.7 million people), underlining the considerable latent potential for broadcasters to increase take-up of HD packages in the future.
  • Adoption of Blu-ray players is relatively low at present, with fewer than a fifth of adult internet users aged 16+ (7.4 million people)saying that there is one in their home. A major factor contributing to this is a lack of awareness of what Blu-ray is, particularly among women.
  • The main obstacles to further development of IMAX in UK cinemas are the small number of sites in the UK (currently 13) and a lack of understanding as to the benefits of the IMAX format, with 22% of adult internet users aged 16+ (around 8.6 million people) citing this.
  • Sport is likely to be the prime driver of adoption of 3DTV, with 15% of adult internet users aged 16+ (rising to 22% of men) saying they would be interested in watching it in 3D in their own home.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Home is the hub
              • Getting away from it all
              • Market in Brief

                • HD is most adopted format…
                  • … but some unconvinced about price premium
                    • Growing HDTV ownership drives pay-TV HD revenue growth
                      • 3D makes breakthrough in cinemas…
                        • …and enters the home
                          • IMAX still niche but 3D helps
                            • Blu-ray still to hit critical mass
                            • Market Environment

                              • Key points
                                • Disposable income squeeze subdues demand for big-ticket items
                                  • Figure 1: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                  • Figure 2: GDP quarterly percentage change, Q1 2004-Q2 2010
                                • Age trends unlikely to aid uptake of enhanced formats
                                  • Figure 3: Trends in the age structure of the UK population, by gender, 2005-15
                                • More affluent consumers good for premium technology
                                  • Figure 4: Forecast adult population trends, by socio-economic group, 2005-15
                                  • Figure 5: Forecast adult population trends, by lifestage, 2005-15
                                  • Figure 6: UK households, by size, 2005-15
                                • Consumers refocus on home entertainment
                                  • Figure 7: Spending intentions towards leisure activities in coming year, March 2010
                                • HDTVs top list of deferred purchases
                                  • Figure 8: Consumer durables not bought due to recession, November 2009
                                • Affordable escapism prevails
                                  • Figure 9: Consumer expenditure on selected leisure activities, 2005-10
                                • Major sporting and other events act as a catalyst for purchases
                                • Industry Background

                                  • Key points
                                    • 3D in cinemas
                                      • Figure 10: Number of times been to cinema, 2005-09
                                      • Figure 11: UK cinema market, 2005-15
                                      • Figure 12: 3D digital screens in the UK, 2006-09
                                      • Figure 13: Top ten 3D releases, 2009
                                    • IMAX in cinemas
                                      • Figure 14: List of IMAX cinemas in the UK, July 2010
                                    • HDTVs
                                      • Figure 15: Penetration of HD-ready TV sets, 2006-10
                                      • Figure 16: HDTV sample prices, June 2010
                                    • HDTV services
                                      • Figure 17: List of HD channels in the UK
                                      • Figure 18: Cost of a subscription to HD channels, July 2010
                                    • Blu-ray
                                      • Figure 19: Blu-ray devices statistics, 2007-09
                                      • Figure 20: Sony PS3 units in the UK, 2009 and 2010
                                      • Figure 21: Penetration of Blu-ray devices, 2008-10
                                      • Figure 22: Blu-ray sample prices, July 2010
                                    • 3DTV
                                    • Companies and Products

                                      • Key points
                                        • British Sky Broadcasting Group
                                            • Figure 23: Key financials for BSkyB, 2008 and 2009 annual results
                                            • Figure 24: BSkyB HD subscriber numbers, 2006-10
                                          • Freeview
                                              • Figure 25: Key financials for DTV Services Ltd, 2008 and 2009
                                            • Odeon
                                                • Figure 26: Odeon and UCI Cinemas group financials, 2007 and 2008**
                                              • Panasonic
                                                  • Figure 27: Key financials for Panasonic UK Limited, 2008 and 2009
                                                • Sony Corporation
                                                    • Figure 28: Key financials for Sony UK Limited, 2008 and 2009
                                                • Brand Communication and Promotion

                                                  • Key points
                                                    • Cinema
                                                      • Figure 29: Main media advertising expenditure on 3D films, by media type, 2005-09
                                                      • Figure 30: Main media advertising expenditure on IMAX cinemas*, by media type, 2005-09
                                                    • HD TVs, channels and packages
                                                      • Figure 31: Advertising expenditure on HD-ready TVs, by media type, 2005-09
                                                      • Figure 32: Advertising expenditure on HD channels and packages, by media type, 2005-09
                                                    • Blue-ray players and discs
                                                      • Figure 33: Advertising expenditure on Blu-ray players and discs, by media type, 2006-09
                                                  • 3D and IMAX Films: Who Has Seen Them and What Do They Think?

                                                    • Key points
                                                      • 3D reaches critical mass
                                                        • Figure 34: Attitudes towards 3D and IMAX films, March 2010
                                                      • People unconvinced of 3D’s benefits
                                                        • Cinemas need to offer customers a choice
                                                          • Image matters
                                                            • One in five happy to pay 3D premium
                                                              • Sport not for all
                                                                • 3D health issues recede?
                                                                  • IMAX location awareness low
                                                                    • 3D benefits and value under question
                                                                      • Figure 35: Attitudes towards 3D and IMAX films, by attitudes towards 3D films, March 2010
                                                                    • IMAX approval ratings slightly higher
                                                                      • Figure 36: Attitudes towards 3D and IMAX films, by attitudes towards IMAX films, March 2010
                                                                  • Which Types of TV Service Do People Receive?

                                                                    • Key points
                                                                      • Quarter of households have an HD service
                                                                        • Figure 37: TV services at home, March 2010
                                                                        • Figure 38: TV services at home, by most popular TV services at home, March 2010
                                                                        • Figure 39: TV services at home, by next most popular TV services at home, March 2010
                                                                        • Figure 40: TV services at home, by other TV services at home, March 2010
                                                                    • Attitudes Towards HDTVs and HD Channels

                                                                      • Key points
                                                                        • Half of households have an HDTV
                                                                          • Figure 41: Attitudes towards HDTVs and channels, March 2010
                                                                          • Figure 42: Attitudes towards HDTVs and channels among Sky customers, March 2010
                                                                          • Figure 43: Attitudes towards HDTVs and channels among Virgin customers, March 2010
                                                                          • Figure 44: Attitudes towards HDTVs and channels among Freeview and standard analogue TV service users, March 2010
                                                                          • Figure 45: Attitudes towards HDTVs and channels, by most popular attitudes towards HDTVs and channels, March 2010
                                                                          • Figure 46: Attitudes towards HDTVs and channels, by next most popular attitudes towards HDTVs and channels, March 2010
                                                                          • Figure 47: Attitudes towards HDTVs and channels, by other attitudes towards HDTVs and channels, March 2010
                                                                      • Attitudes Towards Blu-ray

                                                                        • Key points
                                                                          • Blu-ray player demand being kept under control
                                                                            • Figure 48: Attitudes towards Blu-ray players, March 2010
                                                                            • Figure 49: Attitudes towards Blu-ray players, by most popular attitudes towards Blu-ray players, March 2010
                                                                            • Figure 50: Attitudes towards Blu-ray players, by next most popular attitudes towards Blu-ray players, March 2010
                                                                            • Figure 51: Attitudes towards Blu-ray players, by most popular attitudes towards HDTVs and channels, March 2010
                                                                            • Figure 52: Attitudes towards Blu-ray players, by next most popular attitudes towards HDTVs and channels, March 2010
                                                                            • Figure 53: Attitudes towards Blu-ray players, by other attitudes towards HDTVs and channels, March 2010
                                                                            • Figure 54: Attitudes towards Blu-ray players, by most popular attitudes towards 3D and IMAX films, March 2010
                                                                            • Figure 55: Attitudes towards Blu-ray players, by next most popular attitudes towards 3D and IMAX films, March 2010
                                                                        • Attitudes Towards 3DTV

                                                                          • Key points
                                                                            • 3DTV: saviour of the consumer electronics industry?
                                                                              • Figure 56: Attitudes towards 3DTVs and watching 3DTV programmes, March 2010
                                                                              • Figure 57: Attitudes towards 3DTVs and watching 3DTV programmes, by most popular attitudes towards 3D and IMAX films, March 2010
                                                                              • Figure 58: Attitudes towards 3DTVs and watching 3DTV programmes, by next most popular attitudes towards 3D and IMAX films, March 2010
                                                                              • Figure 59: Attitudes towards 3DTVs and watching 3DTV programmes, by most popular attitudes towards 3DTVs and watching 3DTV programmes, March 2010
                                                                              • Figure 60: Attitudes towards 3DTVs and watching 3DTV programmes, by next most popular attitudes towards 3DTVs and watching 3DTV programmes, March 2010
                                                                              • Figure 61: Attitudes towards 3DTVs and watching 3DTV programmes, by most popular TV services at home, March 2010
                                                                              • Figure 62: Attitudes towards 3DTVs and watching 3DTV programmes, by next most popular TV services at home, March 2010
                                                                              • Figure 63: Attitudes towards 3DTVs and watching 3DTV programmes, by other TV services at home, March 2010
                                                                          • Enhanced Viewing Format Targeting Opportunities

                                                                            • Key points
                                                                              • EV-angelists
                                                                                • Cautious
                                                                                  • Disengaged
                                                                                    • Filmies
                                                                                      • Preaching to the converted
                                                                                        • Figure 64: Attitudes towards 3D and IMAX films, by target groups, March 2010
                                                                                      • Disengaged buy into enhanced formats into the home
                                                                                        • Figure 65: TV services at home, by target groups, March 2010
                                                                                      • Cautious need a nudge towards HD
                                                                                        • Figure 66: Attitudes towards HDTVs and channels, by target groups, March 2010
                                                                                      • Lack of awareness holding Blu-ray back
                                                                                        • Figure 67: Attitudes towards Blu-ray players, by target groups, March 2010
                                                                                      • EV-angelists ready to embrace 3DTV
                                                                                        • Figure 68: Attitudes towards 3DTVs and watching 3DTV programmes, by target groups, March 2010
                                                                                    • Appendix – Internal Market Environment

                                                                                        • Figure 69: Cinema-goers in the past month, by demographics, 2009
                                                                                    • Appendix – Penetration of HD-ready TV Sets

                                                                                        • Figure 70: HD-ready TV owners, by demographics, February 2010
                                                                                        • Figure 71: Device ownership analysis — most popular devices consumers have at home, by demographics, February 2010
                                                                                    • Appendix – 3D and IMAX Films: Who Has Seen Them and What Do They Think?

                                                                                        • Figure 72: Most popular attitudes towards 3D and IMAX films, by demographics, March 2010
                                                                                        • Figure 73: Next most popular attitudes towards 3D and IMAX films, by demographics, March 2010
                                                                                        • Figure 74: Other attitudes towards 3D and IMAX films, by demographics, March 2010
                                                                                    • Appendix – Types of TV Service Received

                                                                                        • Figure 75: Most popular TV services at home, by demographics, March 2010
                                                                                        • Figure 76: Next most popular TV services at home, by demographics, March 2010
                                                                                        • Figure 77: Other TV services at home, by demographics, March 2010
                                                                                    • Appendix – Attitudes toward HDTVs and Channels

                                                                                        • Figure 78: Most popular attitudes towards HDTVs and channels, by demographics, March 2010
                                                                                        • Figure 79: Next most popular attitudes towards HDTVs and channels, by demographics, March 2010
                                                                                        • Figure 80: Other attitudes towards HDTVs and channels, by demographics, March 2010
                                                                                    • Appendix: Attitudes Towards Blu-ray

                                                                                        • Figure 81: Most popular attitudes towards Blu-ray players, by demographics, March 2010
                                                                                        • Figure 82: Next most popular attitudes towards Blu-ray players, by demographics, March 2010
                                                                                    • Appendix – Attitudes Towards 3DTV

                                                                                        • Figure 83: Most popular attitudes towards 3DTVs and watching 3DTV programmes, by demographics, March 2010
                                                                                        • Figure 84: Next most popular attitudes towards 3DTVs and watching 3DTV programmes, by demographics, March 2010
                                                                                    • Appendix – Enhanced Viewing Format Targeting Opportunities

                                                                                        • Figure 85: Attitudes and behaviour towards enhanced viewing formats, by target groups, March 2010
                                                                                        • Figure 86: Target groups, by demographics, March 2010

                                                                                    Companies Covered

                                                                                    • Aldi Stores Ltd (UK & Ireland)
                                                                                    • Argos
                                                                                    • British Broadcasting Corporation (BBC)
                                                                                    • British Sky Broadcasting Group plc (BSkyB)
                                                                                    • British Video Association (BVA)
                                                                                    • Cinema Advertising Association
                                                                                    • Co-operative Group
                                                                                    • Daily Mail
                                                                                    • Domino's Pizza UK & IRL, plc
                                                                                    • Fédération Internationale de Football Association
                                                                                    • Gambling Commission
                                                                                    • Google UK
                                                                                    • Government Actuary's Department (GAD)
                                                                                    • IMAX Corporation
                                                                                    • J. Sainsbury
                                                                                    • Kantar Media
                                                                                    • Lidl (UK)
                                                                                    • London Zoo
                                                                                    • Marks & Spencer
                                                                                    • Metro-Goldwyn-Mayer Inc.
                                                                                    • Netflix, Inc.
                                                                                    • Nokia Corporation (UK)
                                                                                    • Odeon Cinemas
                                                                                    • Ofcom
                                                                                    • Panasonic
                                                                                    • Samsung Electronics (UK) Ltd
                                                                                    • Sony (UK) Ltd
                                                                                    • T-Mobile (UK) Ltd
                                                                                    • Tesco Plc
                                                                                    • Toshiba Corporation
                                                                                    • UK Film Council
                                                                                    • Virgin Media Ltd
                                                                                    • Virgin Mobile
                                                                                    • Wm Morrison Supermarkets

                                                                                    TV and Film: Enhanced Viewing Formats - UK - July 2010

                                                                                    £1,995.00 (Excl.Tax)