Sky Digital popular with early adopters CIA study suggests

By CLAIRE BEALE, campaignlive.co.uk, Friday, 11 December 1998 12:00AM

Digital TV appears to be a hit with viewers according to research into early adopters of Sky Digital, which shows they are pleased with the new technology and the new channels.

Digital TV appears to be a hit with viewers according to research

into early adopters of Sky Digital, which shows they are pleased with

the new technology and the new channels.



The study, by CIA Media-Lab, reveals that viewers particularly like the

new electronic programme guide as a means of making immediate and

short-term programme choices. But for scheduling ’appointments to view’

across the week, digital viewers still prefer magazine and newspaper

listings sections.



The study is based on in-depth interviews with families who have signed

up to Sky Digital from the Sky analogue service and shows viewing still

concentrated on channels of main interest.



But the expansion in viewing choice and frequent opportunities for

repeat viewing means that viewers tended to regard digital programmes as

less special than the major terrestrial shows.



And although the interactive digital services are not yet available, Sky

Digital viewers say they are looking forward to the new

opportunities.



According to David Fletcher, the head of CIA Media-Lab, the study

provides early evidence that digital TV will be a success with

consumers. However, he sounded a note of caution for the advertising

community: ’The increased choice and control that digital television

provides, while offering the ability to tap into constant entertainment,

is also leading television to be perceived as less personal and less

special, which is obviously a concern for media owners and advertisers.’



This article was first published on campaignlive.co.uk

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