Seventy per cent of sports fans and 55% of drama viewers said they want to interact with TV

written by: Richard Kastelein

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EnsequenceMultichannel News is reporting from a new poll by New York-based interactive TV developer Ensequence that 45% of TV viewers said they would "likely consider" changing from their cable, satellite or telco service if another provider offered interactive TV with their favorite shows. That's according to a poll of more than 2,000 U.S. adults in March 2010.

The results were as following:

Interactive Programming

  • 55% of drama viewers want to interact (up 5pp from 2007), and 30% of drama viewers would like to set recordings and reminders for upcoming episodes.
  • 74% of reality viewers want to interact and 55% of reality show viewers would vote for contestants.
  • 70% of sports viewers would like to interact while watching a sporting event (up 5pp from 2007), and 40% of sports viewers would like to get scores, news and information from other live games and matches.
  Interactive Advertising
  • 73% of viewers would like to interact with TV commercials for a product they are interested in using their remote control.
  • 58% of viewers would request free samples (up 9pp from 2007).
  • 43% of viewers would locate a local retailer who carries the product (up 2pp from 2007).
  T-commerce
  • 45% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product from a 30 or 60-second spot.
  • 37% of viewers who subscribe to a paid television service are at least somewhat likely to purchase a product they are interested in during a show that they are watching.
In addition, the recent Harris study found that 17% of television subscribers would definitely or probably switch service providers to get interactive features.  

“This study shows that consumer interest in interactivity is substantial and that interactive television presents an important strategic opportunity for programmers, advertisers and service providers to increase the value of their respective businesses,” said Peter Low, Ensequence President and CEO.

Kudos to the tweet from Axel Springer(@asdtvg), an EPG guide company based in Germany for the tip at Twitter search #interactivetv

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