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
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
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.’