Cable And Satellite Subscribers Feel In Control Of Their Viewing, ITC Research Finds

Cable and satellite viewers have a greater sense of their television channels’ style and content, and feel they have greater control over their viewing, when compared to terrestrial-only viewers. These are the findings of a new study by the Independent Television Commission (ITC).

Cab/sat subscribers, of which there are now just under 7 million in the UK, noted that not only do they have the off button on the television, but they can cancel their subscription at any time they are unhappy with the service. For this reason, pay-TV viewers apparently feel that they have more control over their viewing environment. Respondents also said that cable and satellite channels had a stronger identity than terrestrial channels, and so they knew what to expect from them and which programmes to avoid.

The ITC undertook the research after numbers of complaints about cable and satellite programmes were consistently lower than expected. “There is no suggestion that cable and satellite viewers are less likely to complain in other areas of their life. Indeed, consumer research has shown they do complain if they get poor value or customer service from satellite and cable operators,” says Sarah Thane, ITC director of programmes.

The research shows that viewers have a very definite sense of image about a channel. BBC1 was described as staid, stuffy and establishment, but reliable. ITV was seen to be less stuffy, and more for ordinary people, although some viewers felt it was a little brash. BBC2 is seen as intellectual and Channel 4 as young and alternative.

Cable viewers were found to be slightly less liberal than satellite viewers when it comes to strong on-screen material such as violence, sex or bad language. However, the majority of cable and satellite viewers are young and generally tolerant of strong material.

Independent Television Commission: 0171 255 3000