03.16.2005 11:28 AM
Consumers identify price as biggest motivating factor to switch to telco TV

A recent study from Lyra Research identified price as the biggest motivator for consumers to switch from cable or satellite to telco video delivery. Chart courtesy of Lyra Research. To view an enlarged image, click here

A lower price is the greatest incentive for consumers to choose television service offered by telcos over cable or satellite TV, according to a new survey from Lyra Research.

The research firm published its findings in a new report “Dialing for Viewers: 2005 Telco-TV Interest Survey” as part of its DTV View report. The survey examined consumer attitudes toward television service providers and the benefits of bundled video, voice and broadband Internet service, or triple-play service.

According to Steve Hoffenberg, principal analyst for the DTV View report series and Lyra's director of electronic media research, the best strategy for telcos to break into video delivery and secure market share will be to undercut cable’s triple-play pricing.

Among the topics studied were the factors that would motivate consumers to switch. Motivating factors included:

  • Lower monthly cost than satellite or cable – 54 percent
  • A la carte channel choice – 17 percent
  • Convenience of single bill for TV, telephone and Internet – 14 percent
  • Ability to receive channels/programs not available on cable or satellite – 4 percent
  • Don’t know – 11 percent

“Dialing for Viewers: 2005 Telco-TV Interest Survey” is based on a comprehensive survey of 1000 U.S. adults. It was conducted in December 2004 and January 2005.

For more information, visit www.lyra.com and www.dtvview.com.

Back to the top

Post New Comment
If you are already a member, or would like to receive email alerts as new comments are
made, please login or register.

Enter the code shown above:

(Note: If you cannot read the numbers in the above
image, reload the page to generate a new one.)

No Comments Found

Tuesday 03:07 PM
WMUR-TV Says FAA Drone Rules Preclude ENG
The FAA’s current rules and proposed ban on flight over people, requirement of visual line of sight and restriction on nighttime flying, effectively prohibit broadcasters from using UAS for newsgathering. ~ WMUR-TV General Manager Jeff Bartlett

Sue Sillitoe, White Noise PR /   Friday 11:15 AM
DPA Microphones Expands Its d:facto™ Vocal Microphone Range
Wall Street Communications /   Thursday 06:30 PM
Joseph Electronics Announces Kick Box Fiber Breakouts
Zazil Media Group /   Thursday 11:51 AM
Orad Presents 3D Pre-Visualization at NAB Booth SL6317

Featured Articles
Discover TV Technology