Interactive TV Is On The Up
The popularity of digital TV’s interactive services is growing rapidly with 5.3m already interacting with TV programmes, sports events and advertisements via their TV remote controls, according to a digital TV report just published.
A survey carried out by Continental Research found that 2.7m people have turned onto reality TV show Big Brother‘s interactive platform, with a further 1.9m viewers making use of the BBC’s interactive Wimbledon service. 2.3m used Sky’s interactive football services and 0.8m digital subscribers interacted with news programmes. Only 0.1m or 1% of digital subscribers chose to interact with advertisements.
According to the report, digital TV’s interactive services appeal to very different types of audiences. The Big Brother audience is young and working class whereas Wimbledon’s interactive service attracted all ages, but had a significantly ABC1 audience. Sky’s interactive football with its “playercam” proved popular with C1’s.
The report is good news for digital TV’s interactive services, which according to research carried out by CIA Sensor in May, had yet to inspire the majority of TV viewers (see Interactive TV Yet To Inspire, Says Research). However, there is still a long was to go with 8.3m or 61% of all digital subscribers not interested in the interactive services on offer.
Continental Research:020 7490 5944 www.continentalresearch.com
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