TV viewers have mixed feelings about Channel 5 and its proposed programme line-up. Viewers are also apathetic about retuning but are looking forward to a nightly 9pm movie, according to new research by CIA MediaLab.
In terms of programming, C5’s soap opera, Family Affairs, faces an uphill battle as 76% of TV viewers surveyed say they are not looking forward to another soap. However, 22% of 15 to 34 year-olds – a key target audience – are looking forward to the new daily soap.
ITV and BBC ratings will be under threat at 9pm daily when C5 screens its movie. This slot is very popular with 63% of all adults looking forward to it. This rises to 75% among 15 to 34 year-olds.
Viewers are sceptical about the channel’s new look to TV news as 67% of all adults want news programmes to stay as they are. However a diet of gossip and entertainment instead of politics appeals to 23% of 15 to 34 year-olds.
Channel 5 still has work to do on viewers’ expectations as 60% of all adults think that all of C5’s programming will be the same as other channels. 42% of all respondents are not looking forward to the launch. The tracking also shows that the “Give Me 5” campaign has helped increase awareness of the station since July 1996 from 65% to 92%. Expectations are highest among 15 to 34 year-olds with 58% looking forward to the launch.
In terms of retuning, CIA MediaLab found that by February 1997 only 26% (around 5.5 million) of households had been retuned. Of viewers who have not been retuned, 89% are not worried and intend to wait and see what happens. This attitude could change when people realise the retuning service is free only until 1 July.
In the past, an increase in TV channels has resulted in a small increase in hours watched. 64% of the survey however claimed that they wont watch more when C5 arrives. This suggests that C5 will further fragment the TV market as it poaches audience from existing channels. The group claiming to be most likely to increase viewing are 15 to 34 year-olds, with 39% saying they will watch more.
CIA MediaLab’s Sensor is a monthly survey of 500 adults into use and opinions of media and advertising. The research is carried out by BMRB for CIA MediaLab.
Anthony Jones, CIA MediaLab: 0171 803 2313
