Interactive TV Yet To Inspire, Says Research

A CIA opinion poll has added to the debate about the future success of digital TV (see 50% Of Homes Could Be Digital By 2002, Says Research). With BSkyB planning to integrate its interactive channel Open with the rest of its service, a national survey carried out by CIA Sensor has revealed that interactivity is yet to inspire the majority of TV viewers.

Results show that 79% of adults and 90% of digital owners simply equate digital TV with more channels. More choice, better picture quality are the main reasons for subscribing to digital with interactive services rating low on the list.

Fewer people are reported to be buying digital because of the internet, email or on line shopping and while interactive shopping does appeal to viewers, poor quality and lack of speed have caused disappointment in the service.

However the general apathy and disinterest in digital TV identified by CIA research last year has subsided with more people than ever looking forward to or already enjoying interactive services.

So while Open’s poor performance was a set back for on-line shopping it’s not necessarily bad news for other interactive services as viewers are willing to give interactive television a chance. What people most want from their digital TV, according to the report, is music, games, local news and weather.

CIA Sensor is a monthly national survey of 500 adults undertaken by BMRB for CIA MediaLab.

CIA MediaLab: 020 7803 2000

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