DTT Channel Numbering an audience perspective

Transcription

1 DTT Channel Numbering an audience perspective DTT Channel Numbering an audience perspective Prepared for DMOL By Kantar Media Monday, January 30, 2012 Kantar Media. All rights reserved

2 P a g e 1 Contents 1. Management summary Background and objectives DMOL s Objectives Research methodology A two-staged, mixed method approach Stage 1: In-home depths and cognitive testing Diary pre-task and interview content Qualitative sample design Stage 2: Quantitative stage Limitations of the Research The current situation Current Freeview usage and services viewed Methods for finding what to watch on TV Attitudes Towards the Current LCN Listing Reaction to the new concepts Overall reaction to concepts Concept Concept Concept Concept Concept Concept The TV shopping genre The shopping channel audience Attitudes toward proposed changes to channel listings An additional concept Concept Concept 7 the findings Conclusions Appendix Appendix 1 Master Questionnaire Appendix 2 Concept 7 Questionnaire... 96

3 P a g e 2 1. Management summary Kantar Media conducted a multi-stage research project to investigate consumer preferences on the positioning of key classifications of channels within the DTT listings and to evaluate the impact that any proposed changes to the DTT listings would have upon viewer behaviour. The research methodology comprised both qualitative and quantitative elements. 12 qualitative depth interviews were undertaken. This was followed by a large quantitative stage which was conducted using Kantar s nationally representative face-to-face Omnibus. The initial fieldwork was conducted over a six week period from 26 th October to 6 th December A seventh concept was then tested in January In total 17,963 interviews were conducted and seven concepts were tested. For purposes of simplicity and clarity, each respondent saw only one proposed concept. Some key findings of the research include: For each concept tested the majority of respondents felt the new proposed listing would make no difference to them. Whilst a small minority like the existing listings, more people indicated that the new concepts were similar to the current listings or that they would adapt to any change easily. The percentage of people saying the new concept would make no difference declined as the level of proposed change increased: concept 1 represents less of a change over the current listing and was said to make no difference to the largest proportion of respondents, concept 6 represents the greatest change over the current listing and had the lowest proportion of people saying it would make no difference (79%). Evaluation of the concepts did not fluctuate depending on the methods which people use in order to find the channels that they watch those who scroll through channels had a similar evaluation of the concepts as those who select the channel numbers via the remote. For all concepts, the level of negative reaction is roughly the same for each concept with between 3-4% of respondents saying the concepts would be a change for the worse. For each concept the proportion of people saying that the proposed listing would be a change for the better outweighs those saying it would be a change for the worse. Younger respondents were more open to changes to the channel listing than older Freeview viewers. This is most notable in concept 7 where 17% of Freeview viewers said it s a change for the better, 3% say it s a change for the worse). TV Shopping channel viewers use a repertoire of channels within the genre so they re using channel numbers that are non-sequential throughout the listing 31% are using at least 3 shopping channels each week. TV Shopping channel viewers are as indifferent or positive towards the new concepts as the average Freeview viewer. The most positive reactions were generated by concepts 2, 6 and 7 when compared with the overall Freeview population. Shopping channel users have also reacted most negatively to concepts 1 and 5. Two thirds (66%) agree that channels should be grouped together by content type. This was markedly higher amongst the younger age bands, with over 7 in 10 of those aged agreeing with the statement.

4 P a g e 3 2. Background and objectives DTT Multiplex Operators Limited (DMOL) published a consultation on proposed changes to the Logical Channel Numbers (LCNs) on Digital Terrestrial Television (DTT) in January The initial consultation stage covered a wide range of issues including the positioning of channels within the Electronic Programme Guide (EPG) and whether to accommodate new channel classifications within both the current and some proposed alternative channel listings. With some of the existing number ranges already full to capacity, and potential new services on the horizon (such as IPTV and further local TV channels) the current LCN structure is no longer fit for purpose. This is especially true for the general entertainment channels, which are grouped together sequentially and whose number range is already fully occupied with new channels given LCNs after the HD channels. Additionally, the adult entertainment category has also been allocated a second range of channels that are non-sequential in numbering to the first owing to lack of space. This could potentially be seen as not being in the best interests of viewers and is an issue that is only likely to be further exacerbated with the availability of new services. Following the consultation in early 2011, DMOL recognised a need for consumer research as part of the next stage of the LCN review. DMOL worked alongside Freeview to commission this audience research to gauge perceptions of the existing DTT LCNs and reactions to a series of proposed alternatives.

5 P a g e DMOL s Objectives DMOL had two key objectives that this consumer research sought to address and inform upon. In order to provide a suitable response to these, it was necessary to pursue a variety of research objectives. DMOL Objective 1: To better understand consumer preferences on the positioning of key classifications of channels within the DTT listings Research Objectives: Understand current opinions toward the existing DTT channel listings Explore consumer views on where various classifications of channels (such as HD, adult, Text, Interactive) should be positioned Determine whether there should be a new classification formed for transactional (shopping) channels and where this should be positioned To test consumer reactions to alternative LCN listings DMOL Objective 2: To evaluate the impact that any proposed changes to the DTT listings would have upon viewer behaviour Research Objectives: To establish how consumers currently find the channels that they watch To determine the importance of the numerical sequencing of channels to viewers To evaluate how viewers would be affected if changes to the LCN listing were implemented

6 P a g e 5 3. Research methodology 3.1 A two-staged, mixed method approach Kantar Media undertook a staged research approach: Stage 1 - Qualitative Scoping and Cognitive Testing 12 x depth household interviews All interviews within London / SE / Midlands / North of England Conducted amongst Freeview viewers Household viewing diary pre task 90 mins in length Quotas on age, kids in home Stage 2 - Quantitative Concept Test c. 17,963 interviews amongst Freeview viewers Using Kantar Omnibus Nationally representative sample Fieldwork conducted across 14 waves (7 weeks) Testing one concept per week i.e. each respondent sees only one alternative to the current listing Provision of robust, matched samples for comparative purposes First, in-home qualitative depth interviews were undertaken to observe and understand current attitudes and behaviours. This incorporated cognitive testing to ensure that prospective question wording and terminology for the quantitative stage were clearly understood. This included initial assessment of alternative channel listings, and evaluation of how readily perceived the changes were. Second, a large quantitative stage was conducted using Kantar s nationally representative face-to-face Omnibus. This afforded robust base sizes and demographic coverage, a variety of sub group analyses, and the testing of a number of concepts across several weeks of fieldwork.

7 P a g e 6 These stages are discussed in more detail below Stage 1: In-home depths and cognitive testing The first research stage involved conducting in-home interviews with Freeview households. This allowed a mix of questioning and observation around respondents TV behaviours and habits. Whilst a wealth of information can be obtained by asking direct questions, observing respondents on home ground offered an invaluable richness of information. Such detailed insight may not have been generated in response to direct questions alone. Particularly in the case of interaction with their television and EPG where people have their own habitual routines, it was crucial to be able to ask people to show as well as discuss what they do and how they felt about it. This is because the very actions of switching on and off, selecting channels, etc, takes them back to their daily experiences. This provides responses that are less of a post-hoc rationalisation of what is expected to be said, and more of a description of their actual experience. Moreover, by being immersed in respondents surroundings, the interviewer picks up a wealth of information about respondents that would otherwise be inaccessible, such as their state of mind, personality, taste, and social status. In addition, interviews were conducted with whole households (or as many of the household as possible) to access any different perspectives that existed within the home. This included how they currently choose what to watch, and how they actually selected channels. This allowed differences between household members to be identified. The household interviews lasted up to an hour and a half, with all households provided with a monetary incentive Diary pre-task and interview content In order to make the in-home interviews as productive as possible, households were issued with a pre-task to warm them to the subject. This meant that they were actively mindful of their viewing behaviours in advance of the session. The pre-task took the form of a viewing diary, which captured all television watched over a threeday period. This included a range of viewing information, such as: Time viewed Programme and channel watched Which TV set (and in which room) People present How channel was found (e.g. channel number entered, scrolled through channels, selected from EPG, etc.) The nature of the viewing (e.g. appointment viewing, browsing, etc)

8 P a g e 7 With regards to the subsequent in-home interviews, the discussion guide adhered to the following flow: Introductions (c.5 mins) General issues & warm-up opening discussion of TV viewing in general, and establishing the household s current TV set up (c.5 mins) Pre Task Review which are most watched channels, what sort of TV programmes do people watch, how are people finding the channels they watch? (c. 10 mins) Review of current LCNs do people know the LCNs for their favourite channels? Test to see if they know LCNs for specific channels. What do people think about LCNs? How important are the LCNs to viewers? Does having numerical gaps bother people? Do they notice? What about the idea of having listings categorised by content? (c. 10 mins) Review of Proposed listings ask what people think to each proposed option. How do they feel they would be affected were these to be implemented? (c. 25 mins) Navigating Changes to the Channel Listing how readily would consumers handle changes to a channel listing? Is it something that would bother them, or would they easily adapt? (c. 5 mins) Preferred General Entertainment Listing how would consumers ideally like the General Entertainment category structured? (c. 10 mins) Ideal Channel listing how would respondents like to see channels listed? How would they change LCNs? Where should adult channels go? What about shopping channels? (c. 5 mins) Summary and close anything else to add? Summarise and close session. (c.5 mins) Qualitative sample design As discussed, interviews were conducted with households, rather than individuals. In total, 12 inhome depth interviews were conducted with a range of Freeview households. In each instance, all household members were encouraged to attend. The qualitative sample design needed to cover a range of household compositions and demographics. To provide a geographical spread, interviews were conducted in London, the South East (Kent), Midlands (Leicester), and in the North of England (Greater Manchester). Owing to the subject nature (particularly when addressing adult content), it was important to include respondents with children at home, who may have been most opinionated in this area.

9 P a g e 8 With these factors in mind, the following qualitative sample structure was achieved: Table 1: Qualitative sample structure Respondent Age Household composition Households with children under the age of Households with children under the age of Households with children under the age of Households with children over the age of Households with children over the age of Households with children over the age of No children in household No children in household SEG Freeview Location ABC1 Main Set Manchester C2DE Main Set Manchester ABC1 Main Set South East C2DE Main Set Midlands ABC1 Main Set Midlands C2DE 2 nd Set South East ABC1 2 nd Set Manchester C2DE Main Set South East No children in household No children in household No children in household No children in household ABC1 Main Set South East C2DE Main Set Manchester ABC1 Main Set Midlands C2DE 2 nd Set Midlands

10 P a g e Stage 2: Quantitative stage In order to gather sufficiently robust and reliable quantitative data, Kantar Omnibus was used for data collection purposes. Kantar Omnibus is a weekly face to face omnibus study which is conducted across Great Britain and is representative of the GB Population aged 16+. Each week 4,000 interviews are conducted. The initial fieldwork for this study was conducted over a six week period from 26 th October to 6 th December Sampling The Kantar Omnibus surveys employ a random location methodology each week. The 2001 Census small area statistics and the Postcode Address File (PAF) are used to define sample points. These are areas of similar population sizes formed by the combination of wards with the constraint that each point must be contained within a single Government Office Region (GOR). In addition, geographic systems were employed to minimise the drive time required to cover each area as optimally as possible. Research Universe For the purposes of this study our research universe was people who had DTT in home, either on their main set or elsewhere in home. This was established though the Omnibus screening questions. For each week of Omnibus a separate concept was tested i.e. each respondent to the survey saw just the current LCN listing and one alternative. This allowed us to ensure that samples were equally matched and thus could accurately and robustly be comparable. The use of a single concept in each wave also eliminated any possible research effect whereby respondents begin to compare the concept they are currently evaluating with previous concepts they have been shown. As such we consider the results to be the best possible representation of the respondent s views of the concept they were presented with. Ensuring Respondent Comprehension As people were likely to take the channel numbering for granted, this was potentially a difficult concept for people to understand and to research. The typical consumer may not have been able to easily understand what a potential new line-up would look like and certainly they might struggle to project themselves forward to think about how they would use or feel about a proposed new lineup. The change therefore needed to be clearly communicated to the respondent so any response was fully-informed. In order to do this, respondents were provided with a simple colour coded showcard which outlined what the current Freeview listing looked like and also what the one other concept tested would look like.

11 P a g e 10 Minimizing Risk of Questionnaire Bias As an Omnibus study can comprise several stakeholders each of whom pays to have their questions asked to a representative audience, it was critical to ensure that respondents would not be influenced by any previous questions that they had been asked. In order to overcome this potential bias, the questions were positioned immediately at the front of the Omnibus questionnaire and followed directly after the screening demographic questions. Sample sizes In total across the six weeks 15,438 people were interviewed. This means that the following number of people evaluated each concept; Concept 1: 2,751 Concept 2: 2,632 Concept 3: 2,605 Concept 4: 2,464 Concept 5: 2,463 Concept 6: 2,523 The seventh concept which was tested as a follow up wave in January 2012 was shown to 2,525 respondents, giving an overall sample size of 17,963. This provided for a sample size for each wave that was both statistically robust in its own right, as well as enabling sub-groups to be drawn out both within an across waves. Statistical Robustness of the Survey The research was designed to ensure that the sample was sufficiently robust that in depth statistical analysis could be conducted upon the results. With the base sizes that were included in the research it is possible to identify where differences in the data are significant at the 99% confidence level. Where significant differences are noted through this report these are all at the 99% confidence level unless otherwise stated The confidence interval is a range of values calculated by statistical methods which includes the desired true parameter (for example, the arithmetic mean, the difference between two means, the odds ratio etc.) with a probability defined in advance (typically known as the confidence level, but sometimes also called the coverage probability, or the confidence probability). The confidence level of 95% is usually selected. This means that the confidence interval contains the true value in 95 of 100 studies performed. What this means is that if you repeated your survey 100 times (collecting data 100 times again) and constructed a 95% confidence interval around your sample parameter (e.g. mean) then, on average, 95 of those confidence intervals would contain the true population parameter. Where the (wider) 99% confidence interval is cited, on average, 99 of 100 studies would contain confidence intervals with the true population parameter.

12 P a g e 11 The size of the confidence interval depends on the sample size and the standard deviation of the study groups. If the sample size is large (as is the case with this research), this leads to "more confidence" and a narrower confidence interval. If the confidence interval is wide, this may mean that the sample is small. If the dispersion is high, the conclusion is less certain and the confidence interval becomes wider. Finally, the size of the confidence interval is influenced by the selected level of confidence. A 99% confidence interval is wider than a 95% confidence interval. In general, with a higher probability to cover the true value the confidence interval becomes wider. What this means from the perspective of the results and analysing the findings is that because there is such a large and robust sample size we will not need to see large percentage point differences between comparative data in order for them to have statistical significance. Indeed it is because of this we see the majority of the findings and outlined in this report as being significant at the 99% confidence level. A Seventh Wave Once the initial concepts had been evaluated, an additional seventh concept was developed. This was tested in a further wave of research in January In order to enable a strict comparison between this and the previous concepts, the early part of the questionnaire was identical, with some additional questions added at the end so that they could not affect responses. The questions were, as before, carried at the beginning of the Kantar Omnibus to eliminate any bias from preceding questions Limitations of the Research 1. Respondent Ability to Project Forward People s ability to project themselves into a future scenario is often limited, particularly when asked to consider something that they currently take for granted and have never given too much thought to in the past. This means that people often find it difficult to process what the real benefits and drawbacks would be from new concepts. This is a common feature of new product research. 2. Respondent Ability to Evaluate the Unfamiliar Similarly to the previous point, it is not possible to reliably test consumer response to services that are not yet launched and with which consumers are not yet familiar. This may therefore affect the evaluation of new services such as IPTV services and the new local PSB services. 3. Interviewing Without Real-Life Contextual Stimulus The fact that the research utilised face-to-face doorstep interview meant that, whilst being the most robust type of quantitative interview, people did not have the context and real life stimulus materials in front of them to help them evaluate their television experience. This means that they are drawing on their memory of their behaviour rather than actual behaviour. 4. Social Response Bias when Evaluating Adult Services It is extremely difficult to research consumer response to the adult services, and we consider it very unlikely that any face-to-face survey respondent in particular will provide an honest account of their

13 P a g e 12 viewing of adult channels and their views on where such services might be conveniently located. Equally, non-viewers of these services may conversely exaggerate their responses to questions about adult channels. This would be better tacked in an online environment where there is no interviewer presence and respondents are able to provide their answers in a more private manner. 5. Limited Representation of Under 16s The Kantar Omnibus is representative of GB adults aged 16+. Owing to MRS rules it is not possible to interview under-16s by this method. We have, where possible, drawn on some qualitative findings where under-16s were sometimes present as part of a whole family interview session to help represent the views of this audience. 6. Limited Geographic Coverage of Qualitative Stage Due to time and cost constraints it was not possible to conduct the qualitative fieldwork outside of England. It is however worth reiterating that the quantitative sample is nationally representative of the GB population aged 16+. Quantitative questionnaire In order to ensure that understanding of the questionnaire and also the results was as comprehensive as possible the quantitative questionnaire was designed to be as simple and straightforward as possible. A copy of the questionnaire is outlined in Appendix 1. As alluded to previously a seventh wave of research was conducted in early Although the majority of questions were kept constant the construction of the later part of the questionnaire differed slightly from the previous six waves meaning that some analysis is only possible from the first six waves.

14 P a g e The current situation Before evaluating alternative channel listings, it was necessary to examine current attitudes and behaviours. This included both qualitative and quantitative investigation of consumer attitudes towards the existing Freeview listings, with regards to the placement, order, and grouping of services. Current behaviours and habits were explored, covering aspects such as how consumers find the channels that they watch. However, the first step involved looking at how people accessed Freeview and which services were used. 4.1 Current Freeview usage and services viewed The research found that nearly two thirds (65%) of the GB population aged 16 and over have Freeview in their household. Over a third of the population (35%) have Freeview on their main TV set only, with almost one in ten (9%) having Freeview on another set in the household, but not their main set. 21% have Freeview on both their main set and other set(s) in their household. These provided key analysis groups, with attitudes potentially varying by main versus secondary set usage. The qualitative sample was also designed to encompass those with Freeview on their main set, and those with alternative main set services (e.g. cable and satellite services). Following this initial question, the remainder of the quantitative study focused on the 65% of the population who have Freeview. The chart below (Fig. 1) shows the TV channels reported to have been viewed by the largest proportions of the Freeview universe in the last seven days.

15 P a g e 14 Fig 1: Top 20 channels watched in the last 7 days The results for the top 20 most viewed channels are broadly in line with industry survey figures, with viewing estimates highest for the five main terrestrial channels. In the main, these are followed by additional channels in the BBC, ITV, Channel 4, and Channel 5 families. The exceptions amongst the top 20 are the UKTV channels Dave (24%) and Yesterday (19%). With potential changes impacting categories such as Shopping, HD, and adult Entertainment, it was necessary to identify viewers of such services. One in ten (10%) of Freeview viewers claimed to have watched at least one shopping channel in the last 7 days. The most viewed shopping channel was QVC (5% in the last 7 days), followed by Bid TV (4%) and Ideal World (4%). This data is helpful to understand since the transactional channels are generally not BARB-rated. 8% of Freeview viewers claimed to have watched an HD service in the last week. BBC One HD was the most viewed HD service (6% in the last 7 days). 1% of Freeview viewers said they had watched an adult entertainment service in the last 7 days, though we would not expect a face-to-face survey to elicit accurate results for viewing of this channel type. Having achieved a sense of the services being viewed, the next stage involved determining exactly how people were finding these channels.

16 P a g e Methods for finding what to watch on TV There are a variety of methods used to find what to watch on TV. These range from typing a channel number on a remote control, using an onscreen guide (also known as an Electronic Programming Guide or EPG ), setting a favourites list, or simply scrolling through channels. Respondents were asked whether they regularly use each mode of accessing channels and which they use most often. The chart below (Figure. 2) illustrates this. Fig 2: Methods used to find something to watch on TV Overall, the most regularly used method is scrolling through the channels, with 2 in 5 (41%) saying this is how they regularly access channels on TV. This is significantly higher (at the 99% confidence level) than the percentages claiming to use the other modes: 35% type the channel number on the remote and 33% select the channel from the On Screen Guide. These three methods dominate, with only 9% using a favourites list regularly. This was reflected in the qualitative sessions where, despite a fairly high level of awareness of favourites functions, usage was very low. Respondents appeared to prefer to work within the standard channel listing, either typing in a channel number or scrolling through the listings. The availability and quality of EPGs was seen to vary by TV set. In households with access to cable and satellite (e.g. Sky, Virgin Media, etc), the ability to select channels from category menus (e.g. News, Film, Sport, Music, etc) was viewed as useful.

17 P a g e 16 In both the quantitative and qualitative elements, the methods used were seen to vary by demographics with age often a prominent factor. Firstly, the youngest and oldest groups were more likely to be typing in the channel numbers most often. For example, a quarter (25%) of year olds used this method most often, and nearly a third (30%) of those aged 65+. These are significantly higher (at 99% confidence level) than those people aged (21%). Fig 3: % typing in channel numbers most often by demographic The in-home qualitative sessions go some way to explain the differences seen by the different demographic groups, although this is not something we explicitly asked in the quantitative stage. Younger viewers were observed to be generally more likely to have a higher knowledge of channel numbers. This owed to a channel repertoire that typically stretched beyond the traditional terrestrial services. Moreover, where household members aged under 16 were present, they often displayed a particularly detailed knowledge of channel numbers. This was especially the case with younger children, with channel numbers for services such as CBeebies readily recalled. This was also viewed as a quicker method than scrolling through the channels or bringing up the on screen guide. With older respondents, the qualitative sessions suggested a more limited channel repertoire. In some instances, this was largely limited to the main five terrestrial services. Therefore, habitual behaviour meant that channel numbers were simply typed in. Referring back to the quantitative data, use of the EPG is more prevalent amongst the younger age groups. Indeed, around 3 in 10 (29%) of those aged said they use the electronic guide most often, compared to just 14% of over 65s. The qualitative sessions suggested that this was partly due to the increased channel repertoire of younger viewers. The guide made it easier to find a broader

18 P a g e 17 range of channels and viewing could be planned ahead. In addition, older respondents were generally less likely to be confident with onscreen menu features, such as the EPG. Fig 4: % typing using Electronic Programme Guide most often by demographic group Similarly, younger Freeview users are more likely to scroll through channels to find what to watch (see Fig. 5 below). Around a third of those aged (32%) said they scroll through the channels most often, compared to 20% of those over 65.

19 P a g e 18 Fig 5: % scrolling through the channels most often by demographic group Again, the qualitative findings reflect this as well and suggested that it was, in part, down to the number of channels used. Older viewers were more likely to stop scrolling after the first five channels, or shortly thereafter. Should they frequently use other channels, they appeared more likely to type the number into their remote. Whereas there was a suggestion that younger respondents were more inclined to scroll further down the listings though it was noted that even amongst those who scroll they often get to a certain point in the listings (typically the news channels) and then return to the top of the listings. The qualitative sessions also pointed to the existence of buffer points within the LCN listings. These are often found where particular content marks or delineates one part of the EPG from another. The function of these was to act as a flag to alert people that the content beyond that point is of limited interest to them. This was often the point where people would stop scrolling through the channels and start again at the top of the listings. Where this buffer was seen as being particularly useful was to keep a distance between the adult services and the Children s programming. The qualitative sessions indicated that there was a value in having the News programming follow from the Children s as this will be of limited interest to children and so prevent them scrolling through into content that was deemed unsuitable or inappropriate. Finally, the use of favourite channel listings was equally low across all the demographics. Only 5% of respondents claimed to use such features most often and 9% regularly to find something to watch.

20 P a g e 19 Fig 6: % selecting channel from favourites list most often by demographic group This was reflected in the in-home depth interviews where, despite generally high levels of awareness of the feature, usage was low. There appeared to be a fairly passive acceptance of the channel ordering as currently provided, with few users seeking to actively create a bespoke selection of services. Alternatively, the norm seems to be using one of the other options to best find content of interest to them. So what does this mean? Were any change in the LCN listings to be implemented it is likely that it would be those who scroll through the channels and those who type in the numbers on the remote who are most directly impacted. The research suggests that younger Freeview users (16-24) are most likely to be scrolling and also most likely to be typing in the numbers. There is a suggestion that the younger users also have a wider repertoire of channels which they use and scroll through than some of the older users whose core use is limited to channels 1-5. This may again point to younger viewers potentially being impacted more by any possible changes.

21 P a g e Attitudes Towards the Current LCN Listing Respondents were asked how much they agreed or disagreed with a range of statements regarding the current channel listing and the prospect of change. The levels of agreement with these statements are shown on the chart below (Fig 7.) Fig 7: Agreement with statements regarding channel listing 7 in 10 (70%) of those surveyed agreed that they knew the numbers of the channels they watched. The agreement levels were highest at either end of the age spectrum, with 73% of those aged in agreement, and 78% of those aged 65+. This corresponds with these groups also being most likely to type in channel numbers to find something to watch. Nonetheless, agreement was generally high across all age bands, with the lowest being 45-54s, of whom two thirds (67%) were in agreement. Two thirds (66%) agreed that channels should be grouped together by content type. This was markedly higher amongst the younger age bands, with over 7 in 10 of those aged agreeing with the statement. By contrast, the agreement level for those aged 65+ was significantly lower at 56%. Agreement was also higher amongst those with children in the household, with nearly three quarters agreeing (73%). The qualitative sessions reflected these trends, with respondents feeling that it made sense and was logical to have such groupings. With regards to those with children, this often drew upon a desire to have children s content grouped together and kept separate from more adult-themed services. There was also some indication that some Text services (for example, Dating, Rabbit and Gay Rabbit) were perceived in a similar way to the adult services and that they should be kept separate from content which is

22 P a g e 21 likely to be appealing to children. Those with premium satellite or cable services noted that it was also useful to have channels categorised in the EPG. 65% agreed that they like the current television listings as they stand. The level of contentment seems more passive than actively enthusiastic, with 54% agreeing and just 11% strongly agreeing. This was again highest at either end of the age spectrum, with 68% total agreement amongst those aged and 71% amongst those aged over 65. The qualitative sessions reinforced the view that people are generally content with the current LCN listings. However, the sessions also indicated that this contentment was borne from a lack of consideration. Respondents had generally not spent time thinking about the channel listings and simply took them for granted. Indeed when actively considering the listings many respondents were then able to provide ways in which they could be changed. This would suggest that the contentment is perhaps more a function of indifference or apathy with changes to channel listings not viewed as a critical issue. This is heightened by a sense that Freeview is not a subscription service and that a less actively critical gaze was adopted. Over half of Freeview viewers (57%) agreed that they often scrolled through all of the TV channels. Younger viewers were more likely to scroll through all of the channels, with 62% of those aged in agreement. By contrast, 45% of those aged 65+ agreed with the statement. This was reflected in the qualitative sessions, which indicated that younger viewers had a broader channel repertoire and were more likely to scroll through a range of channels. Where older respondents were scrolling, the indication was that this involved fewer channels, often at the start of the listing. Where other channels were viewed, these were more likely to be selected by typing in the channel number. The remaining statements attracted lower levels of agreement, with each falling below 50%. 39% agreed that it is important to know the order of the channels. Older viewers were more likely to agree that knowing the channel order was important, with 43% of those aged 55+ agreeing. By contrast, 38% of those aged agreement that the channel order was important. Just under a third (32%) of Freeview viewers agreed that they would be annoyed if the channel numbers changed sequence. Those aged 65+ were significantly more likely (at 99% confidence level) to be annoyed, with 36% in agreement. Females were also significantly more likely than males (at 99% confidence level) to be annoyed, with 34% agreeing versus 30%. It should be noted that this was an abstract question asked without providing any specificity about what the changes might be. Finally, less than 3 in 10 Freeview viewers (28%) agreed that they find it annoying that the channel numbers are not continuous. However, a similar proportion (29%) neither agreed nor disagreed with the statement. Younger viewers were more likely to agree that the lack of continuous numbering was annoying, with 29% of those aged agreeing, compared to 25% aged 65+.

23 P a g e 22 So, what does this mean? It would seem that generally people are reasonably content with the existing LCN listings. However the qualitative sessions suggested that many had simply never thought about the issue. Indeed when people thought about the way that the listings were set out many were then able to suggest possible changes. It would seem that the lack of prior consideration given to the listings have gone some way to inflate the agreement with the statement I like the current television listings as they stand. Indeed the level of agreement that people place on this statement may further indicate a passive acceptance of the current LCN listings rather than an outright like of them. It also suggests that there is an appetite for channels being grouped by content type. It s the older, over 65 viewers who are most likely to be irritated by any changes to the LCN listings.

24 P a g e Reaction to the new concepts Six new channel listing concepts were tested in the initial round of research. A single concept was tested for each wave of Omnibus conducted. This meant that each respondent was asked to give their evaluation of one concept and compare it to the existing Freeview channel line-up. So as to ensure that respondents could fully comprehend the extent of the proposed changes, they were provided with a showcard outlining both the existing Freeview channel listing and what the new listing would be. Each of these showcards can be found in Appendix 3 and is summarised below. A seventh concept was similarly tested in a further round of research carried out in January Table 2 (see over) summarises the LCN options which were researched.

25 P a g e 24 Table 2: LCN Options Researched Current Concept Concept Concept Concept Concept Concept Concept General Entertainment and 60 gaps Channel closed families Shopping In GE In GE In GE In GE HD Children s News Adult and Text services Local (PSB) N/A /35 8/35 8/16 8/16 8/16 8/16 Local (non- PSB) In GE In GE In GE In GE In GE In GE Interactive IP delivered N/A Radio

26 P a g e 25 In order to gauge the extent to which each concept would be a change for the better or worse a single, simple question was posed. The question shown to respondents was as follows: Please take a look at this list of channels. On the left is the current Freeview channel listing, on the right is a proposed alternative. It has the same channels, but listed in a different order. Please look at the current listing and the proposed one and tell me whether you think the proposed listing would be a change for the better, a change for the worse, or would make no difference to you. The alternative listing would be 1: A lot better 2: A little better 3: Would make no difference 4: A little worse 5: A lot worse Whilst each of the first six concepts tested a different combination of new or changed elements to the LCN listing, they can be characterised as introducing a higher degree of change in each successive concept, progressing from concept 1 (the least change option) to concept 6 (the most change option). Concept 7 was developed using the results of the research on the first six concepts and other information available to DMOL.

27 P a g e Overall reaction to concepts Across each of the concepts that were tested there was a sizeable proportion of respondents who felt that the new concepts would neither be a change for the better nor worse but that it would simply make no difference to them. This element of indifference to the concepts can be seen in the fig 8. Fig 8: Percentage of Freeview respondents who say new concept would make no difference The percentage of people saying the new concept would make no difference declined as the level of proposed change increased: concept 1 represents less of a change over the current listing and was said to make no difference to the largest proportion of respondents, concept 6 represents the greatest change over the current listing and had the lowest proportion of people saying it would make no difference (79%). Whilst the majority of respondents said that each concept would make no difference to them analysis of the reasons why suggests that very few people actually said that they are happy with the listings as they currently stand and that there was no need to make changes. For each of the concepts we see a higher proportion of people saying that the changed listings were similar to the current listing or that they would adapt to any change easily. Further details of these reasons are included later in section 5 of this report. The percentage of respondents saying it would make no difference for concepts 4 (85%), 5 (83%) and 6 (79%) was significantly lower (at 99% confidence level) than that seen for concepts 1 (88%) and 2 (88%) and significantly lower than that for concept 3 (87%) at the 95% confidence level.

28 P a g e 27 For all concepts, a significantly higher (at the 99% confidence level) percentage of respondents said that each concept would be a change for the better than said it would be a change for the worse. Fig 9: Reaction to new concepts, comparing positive and negative reactions Concept 6 produced the highest proportion of people saying it represented a change for the better (16%). For all concepts, the level of negative reaction is roughly the same for each concept with between 3-4% of respondents saying the concepts would be a change for the worse. There were also indications within the qualitative sessions that concept 6 was the preferred listing: respondents pointed to the grouping by channel brand as a logical outcome and one that they would like to see most. What does this mean? This would appear to indicate that for the majority of Freeview viewers none of the concepts that were tested would make any real difference to the way that they watch television. Even with the most significant of changes in concept 6 was met with a large proportion (79%) saying that it would not make a difference to them. This also suggests that the level of rejection towards the concepts is relatively low no matter what the suggestion. Indeed it s possible that the 3-4% who consider that the new concepts are a change for the worse are likely to be rejecting change per se rather than the content of the concept tested. The other takeout from this would be that generally more people feel that the concepts are a change for the better and this seems to hold true across demographics and attitudes.

29 P a g e 28 There may also be a suggestion that the more significant the changes (such as those in concept 5 and particularly those in concept 6) the more welcome the reaction, in other words respondents don t really see the point in making minor changes and would prefer something more significant that really addresses the issues they have with the listings. Each concept is now discussed in turn in more detail Concept 1 Concept 1 had the least degree of change from the current listing and the changes can be summarised as: Fig 10: Concept 1 and current listings summarised The General Entertainment channels are brought together into one block The HD Channels are moved from 50 to 60 to free space The adult channels are moved to take up a single category from 180 to 199 IPTV Channels would be found at % of DTT viewers felt that the channel listing of concept 1 would make no difference to them. This indifference to the new channel listing was lower amongst 16-24s with 83% saying it made little or no difference to them (significant at the 99% level) and also amongst those without children in the home (89% compared to 86% of those with kids significant at the 95% confidence level). Of the 12% who did feel that concept 1 would make a difference for the better or worse we see significantly more people (at the 99% confidence level) indicating that this would be a change for the better (8%) - either a lot better (2%) or a little better (6%) than say it would be a change for the worse (4% in total) - a little worse 3%, a lot worse 1%.

30 P a g e 29 Fig 11: Reaction to concept 1 by demographic Concept 1 was seen as being a change for the better amongst 13% of 16-24s, this is significantly higher (at the 99% confidence level) than for 25-34s (7%), 45-54s (7%), 55-64s (7%), 65+ (5%). There were no notable differences by gender in terms of the reaction to concept 1. This was also seen as a change for the better amongst a significantly higher (at 99% confidence level) proportion of those with children in the home than those without: 11% of those with children said that concept 1 would be a change for the better, compared to 7% of those with no children in home. There were no significant differences in the appraisal of concept 1 between those who most often find their channels by a different means. This is illustrated in figure 12 below.

31 P a g e 30 Fig 12: Reaction to concept 1 by most often used means of finding channels Those who agree (either strongly agree or slightly agree) with the statement I find it annoying that the channel numbers are not continuous are significantly more likely to consider concept 1 as offering a change for the better (16%) compared to the average DTT viewer (8%). They are however also more likely to consider it as being a change for the worse (10%) compared to 4% of all DTT adults. Those who agree (either strongly agree or slightly agree) with the statement It is important to me to know the order of the TV channels are also more likely to find Concept 1 a change for the better (12%) compared to all Freeview adults (4%).

32 P a g e 31 Fig 13: Reaction to concept 1 by those agreeing with various statements Respondents were given the opportunity to then outline why they felt that the concept was better, worse or made no difference. This was asked as an open ended question and responses were coded against a pre-defined code frame. Amongst the 8% who thought that Concept 1 was a change for the better, 32% said this was because it would be more convenient for them (3% of DTT viewers). This was closely followed by it saving on the amount of scrolling through so many channels (29%) 2% of DTT viewers.

33 P a g e 32 Fig 14: Reasons why concept 1 would be a change for the better Amongst the 88% who felt that concept 1 would make no difference to them, 32% said that it was because the new concept looks very similar to the current listings. 16% said that the channels which they watch have not moved. Here we see that 12% (10.6% of DTT viewers) think that they would easily adapt to any changes. Fig 15: Reasons why concept 1 would make no difference

34 P a g e 33 Of the 4% who consider concept 1 to be a change for the worse the most common reason given for why was that people would have to learn all the channel numbers again (42%) c.2% of DTT viewers. 34% of those who thought concept 1 would be a change for the worse thought it would be confusing for them (c.1% of DTT viewers). Fig 16: Reasons why concept 1 would be a change for the worse What does this mean? Although the majority of people feel that concept 1 would make no difference to them there were more people saying it would be a change for the better than for the worse. It would seem from this that younger respondents and those with children in home are more open and positive to the proposed changes.

35 P a g e Concept 2 The most notable change in concept 2 from the current line-up was that the Children s channels were moved down the listing (to a higher number). A summary of the proposed changes can be seen in figure 17 below. Fig 17: Concept 1 and current listings summarised Local PSB Content is introduced within the General Entertainment section The HD Channels are moved down to number 70 HD is followed by the news content with the same channel numbers as currently. News is followed by the Children's channels at 90 Followed by Text Services and adult channels. IPTV channels come in at 400. This concept drew a similar response to concept 1. Overall, 88% of respondents felt that this would represent no difference to them. The older age groups those aged (92%) and those aged 65+ (90%) - were significantly more likely to say that concept 2 makes no difference to them than those aged (86%) (86%) or (85%). 85% of 16-44s said that concept 2 was no different from the current line-up, this compares to 90% of those aged 45+ (significantly higher at the 99% confidence level). 89% of ABC1s felt that concept 2 would make no difference to them, this was significantly higher (at the 95% confidence level) than amongst C2DEs (86%).

36 P a g e 35 Fig 18: Reaction to concept 2 by demographic Concept 2 was significantly more likely to be seen as a change for the better amongst the group than amongst those over 45 years (11% vs 6%). Both ABC1s and C2DEs were significantly more likely to consider concept 2 as a change for the better than worse though ABC1 8% consider it a change for the better compared to 3% think it s a change for the worse, and 10% of C2DEs feel concept 2 is a change for the better compared to 4% who think this would be a change for the worse. There were no significant differences in the appraisal of concept 2 between those who most often find their channels by a different means. This is illustrated in figure 19 below.

37 P a g e 36 Fig 19: Reaction to concept 2 by most often used means of finding channels Those who agree (either strongly agree or slightly agree)with the statement I find it annoying that the channel numbers are not continuous are significantly more likely to consider concept 2 as offering a change for the better (16%) compared to the average DTT viewer (8%). They are however also more likely to consider it as being a change for the worse (10%) compared to 4% of all DTT adults.

38 P a g e 37 Fig 20: Reaction to concept 2 by those agreeing with various statements Those who agree (either strongly agree or slightly agree) with the statement It is important to me to know the order of the TV channels are also more likely to find concept 2 as a change for the better (12%) compared to all DTT adults (8%). Amongst the 8% who thought that concept 2 was a change for the better, 33% said this was because it would saving on the amount of scrolling through so many channels (3% of DTT viewers). This was closely followed by it being more convenient for them (23%) 2% of DTT viewers.

39 P a g e 38 Fig 21: Reasons why concept 2 would be a change for the better Amongst the 88% who felt that concept 2 would make no difference to them, 34% said that it was because the new concept looks very similar to the current listings. 18% said that the channels which they watch have not moved.

40 P a g e 39 Fig 22: Reasons why concept 2 would make no difference Of the 4% who consider concept 2 to be a change for the worse the most common reason given for why was that people would have to learn all the channel numbers again (34%) c.1% of DTT viewers. 21% of those who thought concept 2 would be a change for the worse thought it would be confusing for them (c.1% of DTT viewers). Fig 23: Reasons why concept 2 would be a change for the worse

41 P a g e Concept 3 Concept 3 again included the new local PSB channels as well as non-psb local channels within General Entertainment however the more notable changes to the existing listing included the moving of the HD channels further down the listing and the Text services being moved to appear after the adult channels. A summary of the proposed changes can be seen in figure 24 below. Fig 24: Concept 3 and current listings summarised Local Content is introduced within the General Entertainment section The Children's Channels appear as per current numbering after this. The News channels follow children s with current numbering. These are then followed by HD Channels at 100, Interactive TV is positioned from 151 Adult Channels listed in a single block at 180 Text Services follow this from 201 IPTV appearing at 400. Overall, 87% felt that the implementation of concept 3 would make no difference to them. Whilst this differed slightly by demographic it was only amongst the youngest DTT audiences, the 16-24s who are significantly less likely to feel that concept 3 would prove to make no difference to them than any other groups (82%). Again, the pattern that we see by demographics is broadly similar to that seen for the previous concepts. A significantly lower proportion of respondents aged under 34 (83%) said that concept 3 would make no difference to them compared to those aged 35+ (89%). There were no notable differences by gender, social grade or the presence of children in the household.

42 P a g e 41 The 16-34s were generally the most positive towards concept 3 with 14% saying it would be a change for the better. This is significantly higher than the proportion of those aged 35+ who said the same (10%). Fig 25: Reaction to concept 3 by demographic 12% of men considered that concept 3 offered a change for the better, this is significantly higher than amongst women (9%). This difference is owing to more men saying that the concept would be a little better (10%) compared to 7% of women. There were no notable differences in the appeal of concept 3 by different social grade or amongst those with children in home compared to those who do not. There were no significant differences in the appraisal of concept 3 between those who most often find their channels by a different means. This is illustrated in figure 26 below.

43 P a g e 42 Fig 26: Reaction to concept 3 by most often used means of finding channels Those who agree with the statement I know the channel numbers of most of the channels I watch are significantly less likely to consider concept 3 as a change for the better (6%) than the average DTT viewer (10%). Those who agree (strongly agree / slightly agree) with the statement It is important to me to know the order of the TV channels are significantly more likely to consider concept 3 as being a change for the better (14%) compared to the average DTT viewer (10%).

44 P a g e 43 Fig 27: Reaction to concept 3 by those agreeing with various statements Amongst the 10% who thought that concept 3 was a change for the better, 35% said this was because it would saving on the amount of scrolling through so many channels (3.5% of DTT viewers). This was closely followed by it being more convenient for them (34%) 3% of DTT viewers and then that it seems more logical to them (27% - c.3% of DTT Viewers).

45 P a g e 44 Fig 28: Reasons why concept 3 would be a change for the better Amongst the 87% who felt that concept 3 would make no difference to them, 30% said that it was because the new concept looks very similar to the current listings. 18% said that the channels which they watch have not moved. Here we see that 13% of those who said concept 3 would make no difference to them rationalising it by saying that they would adapt to any change easily (11% of DTT viewers).

46 P a g e 45 Fig 29: Reasons why concept 3 would make no difference Of the 3% who consider concept 3 to be a change for the worse the most common reason given for why was that people would have to learn all the channel numbers again (42%) c.1% of DTT viewers. Fig 30: Reasons why concept 3 would be a change for the worse

47 P a g e Concept 4 Concept 4 sees the introduction of a shopping category which is placed immediately after the general entertainment channels. A summary of the proposed changes can be seen in figure 31 below. Fig 31: Concept 4 and current listings summarised Local PSB (and non PSB) content is introduced within the General Entertainment section Introduction of a shopping category immediately following General Entertainment channels. The News content follows as per current numbers Children s programming follows News at 90. HD follows this at 101 Interactive TV is positioned at 151. Adult channels appear in a single block at Adult is then followed by Text, IPTV and Radio. In total 85% of DTT viewers said that concept 4 would not make a difference to them. 11% said that the concept would be a change for the better (3% a lot better, 8% a little better). This compares to 4% who stated that concept 4 would be a change for the worse (3% a little worse, 1% a lot worse). Women (87%) were significantly more likely to say that concept 4 would make no difference to them than men (84%). C2DEs were significantly less likely to say that concept 4 would make no difference to them and the group were significantly less likely than any other age group to say that it would make no difference to them (80%).

48 P a g e 47 Fig 32: Reaction to concept 4 by demographic Younger Freeview viewers responded more positively towards concept 4 than older viewers. This is most notable amongst the 18-24s: 17% stated the concept would be a change for the better (7% a lot better, 10% a little better). By contrast the older viewers, those aged 55+, were significantly less likely (at 99% level) to feel it offers a change for the better (8% in total - 3% a lot better, 5% a little better). Concept 4 was also better received by C2DE viewers as they are significantly more likely (at the 95% confidence level) to have felt concept 4 offered a change for the better (13%) relative to ABC1s (10%). Those with children in the home were significantly (at 95% confidence level) more likely to state that the concept 4 was offering them a change for the better (13%) in comparison to those without children in the home (10%). Those who find the channels they watch through their favourites list most often (17%) are significantly more positive towards concept 4 than those who find their channels by typing in the number on the remote (9%). However there were no other significant differences by means of finding channels.

49 P a g e 48 Fig 33: Reaction to concept 4 by most often used means of finding channels Those who agree (strongly agree / slightly agree) with the statement It is important to me to know the order of the TV channels are significantly more likely to consider concept 4 as being a change for the better (15%) compared to the average Freeview viewer (11%). Those who agree (strongly agree / slightly agree) with the statement I find it annoying that the channel numbers are not continuous are significantly (at the 95% level) more likely to consider concept 4 as being a change for the better (15%) compared to the average Freeview viewer (11%). Those who agree (strongly agree / slightly agree) with the statement I would be annoyed if the channel positions moved sequence are significantly more likely to consider concept 4 as being a change for the worse (8%) compared to the average Freeview viewer (4%).

50 P a g e 49 Fig 34: Reaction to concept 4 by agreement with various attitude statements Amongst the 11% who thought that concept 4 was a change for the better, 34% said this was because it would saving on the amount of scrolling through so many channels (c.4% of DTT viewers). This was closely followed by it being more logical to them (27% - c.3% of DTT Viewers) and then that they like the idea that channels of a similar type are grouped together (24% >3% of DTT viewers)

51 P a g e 50 Fig 35: Reasons why concept 4 would be a change for the better Amongst the 85% who felt that concept 4 would make no difference to them, 27% said that it was because the new concept looks very similar to the current listings. 18% said that they would adapt to any change easily (15.3% of DTT viewers). This is a significantly higher proportion of people saying that they would easily adapt to any change than we have seen in either concept 1, 2 or 3. Fig 36: Reasons why concept 4 would make no difference

52 P a g e 51 Of the 4% who consider concept 4 to be a change for the worse the most common reason given for why was that people would have to learn all the channel numbers again (40%) c.1.6% of DTT viewers. Fig 37: Reasons why concept 4 would be a change for the worse Concept 5 Concept 5 sees HD Channels moved to appear following the News channels and prior to the shopping channels. adult channels are moved further down the listings. A summary of the proposed changes can be seen in figure 38 (over).

53 P a g e 52 Fig 38: Concept 5 and current listings summarised Local PSB and non PSB content is introduced within the General Entertainment section. Kids and news channels follow at the existing numbers. HD comes in at 101 This is followed by Shopping category at 201. This is followed by text services and IPTV. Adult channels appear in a single block from 400 This is followed by Interactive TV at 481 and then Radio channels In total, 83% of DTT viewers said that concept 5 would not make a difference to them. 13% said that the concept would be a change for the better (3% a lot better, 10% a little better) compared to 4% who stated that concept 4 would be a change for the worse (3% a little worse, 1% a lot worse). Figure demonstrates that 16-24s and 24-34s were significantly less likely to say that concept 5 would make no difference to them. Whilst no differences were noted by age or social grade concept, 5 was significantly more likely to make no difference to those with no children in home (85%) than where children are present (80%). As was the case for each of the previously mentioned concepts, younger DTT viewers responded more positively towards concept 5 than older viewers. This is most notable amongst the 18-44s where 16% stated that the concept would be a change for the better (3% a lot better, 13% a little better). By contrast those aged over 45 were significantly less likely (at 99% confidence level) to feel it offers a change for the better (11% - 3% a lot better, 8% a little better).

54 P a g e 53 Fig 39: Reaction to concept 5 by demographic There we no significant differences in the appraisal of concept 5 by gender. Those with children in the home were significantly (at 99% confidence level) more likely to feel that the concept 5 was offering them a change for the better (17%) in comparison to those without kids in home (12%). There were no significant differences in the appraisal of concept 5 between those who most often find their channels by a different means.

55 P a g e 54 Fig 40: Reaction to concept 5 by most often used means of finding channels Those who agree (strongly agree / slightly agree) with the statement I would be annoyed if the channel positions moved sequence are significantly more likely to consider concept 5 as being a change for the worse (8%) compared to the average DTT viewer (4%). Those who agree (strongly / slightly agree) with the statement It is important to me to know the order of the TV Channels are significantly more likely to consider concept 5 as offering a change for the better (18%) compared to 13% of DTT adults. People who agree with the statement I often scroll through all the TV channels are significantly more likely to consider concept 5 as being a change for the better (16%) than the average DTT adult (13%). Those who agree (strongly agree / slightly agree) with the statement I find it annoying that the channel numbers are not continuous are significantly (at the 95% level) more likely to consider concept 5 as being a change for the better (18%) compared to the average DTT viewer (13%). Those who agree with the statement I think that the channels should be grouped together by content type are significantly more likely to feel that concept 5 offers a change for the better (18%) than the average DTT adult (13%).

56 P a g e 55 Fig 41: Reaction to concept 5 by those agreeing with various statements Amongst the 13% who thought that concept 5 was a change for the better, 38% said this was because it would be more convenient for them (c.5% of DTT viewers). This was closely followed by it saving them time on scrolling through channels (33% - c.4% of DTT Viewers) and then that it seems more logical to them (29% - >4% of DTT viewers)

57 P a g e 56 Fig 42: Reasons why concept 5 would be a change for the better Amongst the 83% who felt that concept 5 would make no difference to them, 29% said that it was because the new concept looks very similar to the current listings. 18% said that they would adapt to any change easily (15% of DTT viewers).

58 P a g e 57 Fig 43: Reasons why concept 5 would make no difference Of the 4% who consider concept 5 to be a change for the worse the most common reason given for why was that it would be confusing for people (44%) c.1.3% of DTT viewers.

59 P a g e 58 Fig 44: Reasons why concept 5 would be a change for the worse

60 P a g e Concept 6 Concept 6 represents the greatest change of the concepts that were tested. There were changes within the General Entertainment channels also as channels are grouped together by brand. A summary of the proposed changes can be seen in figure 45 below. Fig 45: Concept 6 and current listings summarised This sees General Entertainment channels being rearranged by Channel family brand. Channels 1 to 5 are followed by the locally available services with PSB status, Then the channel brand families, ordered as follows: BBC branded channels, ITV branded, Channel 4, Channel 5, Sky and then UKTV Singleton channels then appear in their current order News programming follows General Entertainment at current numbers This is followed by Children's programming at LCN 90. HD Channels follow this at 101 Shopping category comes in at 140. Adult channels then follow this with Text, Interactive and IPTV appearing before radio In total 79% of DTT viewers said that concept 6 would not make a difference to them. 16% said that the concept would be a change for the better (5% a lot better, 11% a little better). This compares to 4% who stated that concept 6 will be a change for the worse (3% a little worse, 1% a lot worse). Younger DTT viewers responded more positively towards concept 6 than older viewers. This is most notable amongst the 18-24s where 25% feel the concept would be a change for the better (6% a lot better, 19% a little better). By contrast those over 45 are significantly less likely (at 99% confidence level) to feel it offers a change for the better (13% - 4% a lot better, 9% a little better).

61 P a g e 60 Fig 46: Reaction to concept 6 by demographic No significant differences were noted by gender in the appraisal of concept 6. Those with children in the home were significantly (at 99% confidence level) more likely to feel that the concept 6 was offering them a change for the better (21% - 8% a lot better, 13% a little better) in comparison to those without kids in home, where 15% feel it would be a change for the better (4% a lot better, 11% a little better). There were no significant differences in the appraisal of concept 6 between those who most often find their channels by a different means.

62 P a g e 61 Fig 47: Reaction to concept 6 by most often used means of finding channels Those who agree (strongly agree / slightly agree) with the statement I would be annoyed if the channel positions moved sequence are significantly more likely to consider concept 6 as being a change for the worse (10%) compared to the average DTT viewer (4%). Similarly those who don t think that the channels should be grouped by content type (strongly agree / slightly agree) are significantly (at 95% level) more likely to see concept 6 as being a change for the worse (7%) than the average DTT adult (4%). Those who agree (strongly / slightly agree) with the statement It is important to me to know the order of the TV Channels are significantly more likely to consider concept 6 as offering a change for the better (24%) compared to 16% of DTT adults. Those who agree (strongly agree / slightly agree) with the statement I find it annoying that the channel numbers are not continuous are significantly more likely to consider concept 6 as being a change for the better (26%) compared to the average DTT viewer (13%). Those who agree with the statement I think that the channels should be grouped together by content type are significantly more likely to feel that concept 6 offers a change for the better (21%) than the average DTT adult (13%).

63 P a g e 62 Fig 48: Reaction to concept 6 by those agreeing with various statements Amongst the 16% who thought that concept 6 was a change for the better, 35% said this was because it would be more convenient for them (c.6% of DTT viewers). This was closely followed by it saving them time on scrolling through channels (32% - c.5% of DTT Viewers) and then that it seems more logical to them (31% - c. 5% of DTT viewers). We also saw 26% (4% of DTT viewers) saying that they like the idea that all the channels of a similar type are grouped together.

64 P a g e 63 Fig 49: Reasons why concept 6 would be a change for the better Amongst the 79% who felt that concept 6 would make no difference to them, 26% said that it was because the new concept looks very similar to the current listings. Here we see that 22% saying that they would adapt to any change easily. This is significantly higher (at 99% confidence level) than we have seen for any of the other concepts. Fig 50: Reasons why concept 6 would make no difference

65 P a g e 64 Of the 4% who consider concept 6 to be a change for the worse the most common reason given for why was that they would have to learn all the channel numbers again (45%) c.1.8% of DTT viewers. Fig 51: Reasons why concept 6 would be a change for the worse What does this all mean? Concept 6 had the highest level of positive response, which was closely followed by concept 5. We see that generally younger respondents are more positive towards each of the concepts than the older respondents. There is little suggestion that the means by which respondents find the channels that they watch has an impact on their response to any of the concepts. It s interesting to note that one of the reasons given for why people did not think that the concepts would make any difference to them is that they would adapt to any change easily. This was also corroborated within the qualitative sessions where people typically felt they would get used to the new listings after a couple of days. Indeed we see the highest incidence of people saying that they would adapt to the change easily for concept 6 where there was the highest level of change. There is also a suggestion that those who agree it is important to me to know the order of the TV channels were amongst the most positive towards each of the new concepts (notably concept 5 and 6). This would appear to indicate that the new concepts appear to be logical and make sense to these people.

66 P a g e The TV shopping genre One of the main research objectives involved determining whether or not a new classification should be formed for transactional (shopping) channels. As a result, it was necessary to examine closely the attitudes and behaviours of those using such services. This section of the report focuses upon users of shopping channels. Whilst many of the figures here report on all respondents across the seven concepts tested, owing to some changes in the questionnaire for concept 7, some figures are based on six waves and some based on seven. 6.1 The shopping channel audience Overall, 10% of the Freeview population had watched at least one shopping channel in the last 7 days. In terms of channels viewed, of this 10%, over half (53%) had watched QVC in the last 7 days, 38% watched Ideal World, and 35% Bid TV. Table 3: Shopping channels watched in last 7 days (Total Freeview Audience and Shopping Channel Viewers) Channel Sample size % of Freeview audience watched in last 7 days % of Shopping Channel viewers watched in last 7 days QVC 934 5% 53% Ideal World 673 4% 38% Bid TV 647 3% 35% Price-drop TV 401 2% 22% Big Deal 391 2% 22% Create & Craft 333 2% 19% The Jewellery Channel 311 2% 17% Gems TV 235 1% 13% QVC Beauty 230 1% 13% Rocks and Co % 12% With regards to the profile of shopping channel viewers, they are slightly more likely to be female, of lower social grade, and aged over 45. Women make-up 57% of the shopping channels audience, compared to 52% of the general Freeview population, 50% of TV shopping channel viewers are

67 P a g e 66 C2DE, compared with 45% of the Freeview population. The profile is also older, with 61% aged 45 and above versus 57% for the general Freeview population. Fig 52: Profile of shopping channel viewers compared with Freeview population Looking more closely at viewing behaviour, it is evident that shopping channel viewers often have more than one shopping channel in their repertoire (see Fig. 39 below). Indeed, almost a third (29%) watched 3 or more shopping channels in the last 7 days. This shows that shopping genre viewers are commonly moving between channels, rather than concentrating exclusively on a single service. This is more pronounced amongst viewers of the most watched shopping channel, QVC: nearly half (46%) of QVC viewers watched 3 or more shopping channels in the last 7 days. That represents a significant difference between the populations at a 99% confidence level.

68 P a g e 67 Fig 53: Number of shopping channels viewed in last 7 days When finding something to watch on TV, shopping channel viewers said they were more likely to select a channel from the EPG or scroll through the channels most often. For example, just over a third (35%) of shopping channel viewers scroll through the channels most often, compared to 28% of the Freeview population. It should be noted that 35% of QVC viewers also scroll through the channels most often.

69 P a g e 68 Fig 54: Methods used to find something to watch Total sample and Shopping Channel viewers Note: chart based on data for waves 1-6, as question not asked on wave 7 Similarly, 27% of shopping channel viewers said they use the EPG most often, versus 24% of the wider Freeview population. These both represent statistically significant differences between the two populations at a 99% confidence level.

70 P a g e 69 Fig 55: Agreement with statements regarding channel listing Shopping Channel viewers Note: chart based on data for waves 1-6, as question not asked on wave 7

71 P a g e 70 Table 4: Agreement with statements regarding channel listing (Total Freeview Audience and Shopping Channel Viewers) Total Freeview Audience Shopping Channel Viewers Strongly agree Agree AGREE (NET) Strongly agree Agree AGREE (NET) I know the channel numbers of most of the channels I watch I think that the channel numbers should be grouped together by content type I like the current listing as it stands I often scroll through all of the TV channels It is important to me to know the order of the TV channels I would be annoyed if the channel positions moved sequence I find it annoying that the channel numbers are not continuous I don t think that the channels should be grouped together by content type 19% 51% 70% 21%* 51%* 72%* 19% 47% 66% 25% 44% 69% 11% 54% 65% 14% 53%* 67%* 15% 42% 57% 21% 48% 69% 6% 33% 39% 8% 38% 46% 6% 26% 32% 7%* 27%* 34% 5% 23% 28% 5%* 27% 32% 4% 15% 19% 4%* 16%* 20%* Note - All differences between the audiences are significant at a 99% confidence level, unless flagged as per the below: Significant at a 95% level *Difference not statistically significant Chart based on data for waves 1-6, as question not asked on wave 7 A significant difference (at 99% confidence level) between shopping channel users and the wider Freeview population is seen in the level of agreement with the statement channels should be grouped together by content type. A quarter (25%) of shopping channel viewers strongly agreed with such a grouping approach, compared to 19% of the Freeview population.

72 P a g e 71 Broadly speaking, the attitudes of shopping channel viewers towards channel listings correspond with those of the wider Freeview population (see page 64 for comparison). Indeed, the only change in the rank order involves the often scroll through all of the TV channels statement, which garners the third highest level of agreement amongst shopping channel users. 69% of shopping channel viewers agreed with this statement, compared with 57% of the Freeview population. Moreover, 21% strongly agreed, versus 15% of all Freeview viewers. In addition, shopping channels viewers were more likely to agree that it is important to me to know the order of the channels. 46% of shopping channel viewers agreed with the statement compared to 39% of all Freeview viewers. Therefore, shopping channel viewers are statistically more likely to agree that similar channels should be grouped together by content type, with channel order of importance. However, they are not statistically more likely to know the specific numbers of the channels they currently watch. 6.2 Attitudes toward proposed changes to channel listings As with the general Freeview population, there is no evidence of a strongly negative impact amongst shopping channel viewers from any of the proposed concepts. Furthermore, as with the general Freeview population, the majority of shopping channel viewers said that the new concepts would not make a difference. The two charts below (Fig 56. and Fig. 57) show the reactions of the Freeview population and shopping channel viewers towards the concepts. For ease of reading, the first chart (Fig. 56) highlights the proportion who felt that each concept would make no difference. The second chart (Fig.57) highlights the proportion feeling that the each concept would make a positive or negative difference.

73 P a g e 72 Fig 56: Reactions to proposed channel listing concepts (Total sample and Shopping Channel viewers) For each concept, the majority of shopping channel viewers, as with Freeview viewers in general, felt that the proposed change would make no difference. However, for each concept, the level of neutral response was significantly lower when compared with the general Freeview population. On this measure, the gap between the two populations was most pronounced for concept 2 (-9%), concept 6 (-6%) and concept 7 (-6%). With this in mind, it was necessary to examine the nature of the positive and negative responses to each concept, and how these compared between the populations.

74 P a g e 73 Fig 57: Positive and negative reactions to proposed channel listing concepts (Total sample and Shopping Channel viewers) The most positive reactions were generated by concepts 2, 6 and 7 when compared with the overall Freeview population. To recap, concept 2 introduces the new local PSB channel into the General Entertainment genre and moves the children s grouping further down the listing. It generally represents a minor change when compared to the later concepts, and does not create a new shopping genre. A higher proportion of shopping channel viewers reacted favourably to the concept, with 17% stating that it would be either a little or a lot better than the existing listing. This compares with 8% of the overall Freeview population. Moreover, over double the proportion of shopping channel viewers (15%) felt the change would be a little better compared with the total Freeview population (7%). Each of these differences between the populations is significant at a 99% confidence level. The more radical concept 6 (which does create a new shopping genre, and reorders the General Entertainment category) also gained a more positive response amongst shopping channel viewers. Indeed, 23% of shopping channel viewers felt it would be a change for the better, compared to 16% of the total Freeview population. A marked difference was observed in the proportion citing the change as a lot better, with 10% amongst TV shopping channel viewers, compared to 5% of the overall Freeview population. Again, each of these differences is significant at a 99% confidence level. Shopping channel users have also reacted more negatively to concepts 1 and 5. 8% of shopping channel users felt that concept 1 would be a little or lot worse than the existing listing, compared with 4% of the total population.

75 P a g e 74 With regards to concept 5, 9% of shopping channel users felt it would be a change for the worse, versus 4% of the total sample (significant at a 99% level). It should be noted that whilst concept 5 groups the shopping channels, it also places them from position 200 on the listing. Looking again at the example of the most watched shopping channel, QVC, a broadly similar response pattern to the concepts is observed. Fig 58: Reactions to proposed channel listing concepts - Shopping Channel and QVC viewers Concepts 2, 6 and 7 again received the highest positive response level. Correspondingly, concepts 1 and 5 generated the most negative reaction. What does this mean? Shopping channel users have a slightly different demographic profile to the overall Freeview profile, more likely to be female, a little older and C2DE. These shopping channel viewers are often watching more than one shopping channel each week and QVC viewers have a larger shopping channel repertoire than the average shopping channel user. Shopping channel viewers were more likely to be scrolling through the channels in order to find the content they want and are also using the EPG. This may then suggest that having a shopping category would enable then to find the channels that they watch more easily (via the EPG). This was certainly suggested within the qualitative sessions where (non-shopping channel users) generally felt that the presence of a shopping channel genre would make it easier to find the channels of interest rather than having them interspersed through the listings. There is a suggestion that shopping channel viewers are more likely to want the channels to be grouped together by content type than the average Freeview viewer. This may suggest that concepts

76 P a g e would be the most appealing for these users as these feature shopping channels within a category of their own however we note that concepts 2, 6 and 7 tested most favourably with this group. There is no evidence of a strongly negative impact amongst shopping channel viewers from any of the proposed concepts. Furthermore, as with the general Freeview population, the majority of shopping channel viewers said that the new concepts would not make a difference. There was no real evidence that QVC viewers reacted any differently to shopping channel viewers overall to the concepts.

77 P a g e An additional concept Once the initial concepts had been evaluated, an additional proposed line-up was developed based on the responses to the original 6 concepts. This was tested in a further wave of research in January In order to enable a strict comparison between this and the previous concepts, the early part of the questionnaire was identical, with some additional questions added at the end so that they could not affect responses. The questions were, as before, carried at the beginning of the Kantar Omnibus to eliminate any bias from preceding questions. The fieldwork was conducted between 6 th and 14th January In total 2,525 respondents were interviewed. As per the previous six concepts the sample was representative of the GB population. The full sample breakdown by demographic is seen in Table 3 below.

78 P a g e 77 Table 5 demographic breakdown of sample for concept 7. Unweighted base Weighted base Total Sample 2,525 30,148,000 Male 1,215 14,504,000 Female 1,310 15,645, ,714, ,248, ,887, ,637, ,397, ,265,000 ABC1 1,168 16,612,000 C2DE 1,357 13,536,000 Children in home 682 8,646,000 No Children in home 1,843 21,502,000 Watched Shopping channel in last 7 days 220 2,605,000 The questionnaire served to respondents for concept 7 is seen in Appendix Concept 7 Concept 7 was developed on the basis of some learnings from concepts 1-6. The listing (summarised below) sees Local content included within General Entertainment section. There is also a creation of a separate shopping channel category that follows immediately after General Entertainment which is, in turn, followed by the HD channels. Children s programming precedes News channels at 110 and 120 respectively. Text services follow news at 201 with IPTV channels following Text. Adult channels are grouped together in a single slot and positioned at 300 just before the Interactive services at the bottom of the listings ahead of the radio channels Fig 59: Concept 7 and current listings summarised

79 P a g e 78 This sees local TV programming being introduced into the General Entertainment listing. Introduction of new shopping channel category at LCN 80 Children s programming follows HD channels at 110 This is followed by News channels at 120 Text services follow news at 201 IPTV appears at 250 Adult channels are grouped into a single block and appear at 300 The listings are completed by the Interactive services and Radio channels

80 P a g e Concept 7 the findings The overall findings from concept 7 were broadly in line with the previous six proposed line-ups. With most people saying that the concept made no difference to them In total 81% said that this concept would make no difference to them. Fig 60: % of people to whom concept makes no difference Of the 19% who did consider that concept 7 would make a difference to them, we see that again significantly more people felt that the proposed listing would be a change for the better (17% - a lot or a little) than said it would be a change for the worse (3% - a lot or a little). We also note that concept 7 drew the highest level of positive reaction across all the concepts which were tested, though not significantly higher than that seen in concept 6. The reactions to all seven concepts are seen in figure 61 below.

81 P a g e 80 Fig 61: reaction to all seven concepts 17% said that the concept would be a change for the better (5% a lot better, 12% a little better). This compares to 3% who stated that concept 7 will be a change for the worse (2% a little worse, 1% a lot worse). Younger DTT viewers responded more positively towards concept 7 than older viewers. This is most notable amongst the 18-24s where 21% feel the concept would be a change for the better (5% a lot better, 16% a little better). By contrast those over 65 are significantly less likely (at 99% confidence level) to feel it offers a change for the better (10% - 4% a lot better, 6% a little better).

82 P a g e 81 Fig 62: Reaction to concept 7 by demographic No significant differences were noted by gender or social grade in the appraisal of concept 7. Those with children in the home were significantly (at 95% confidence level) more likely to feel that the concept 7 was offering them a change for the better (19% - 4% a lot better, 15% a little better) in comparison to those without kids in home, where 15% feel it would be a change for the better (5% a lot better, 10% a little better). Amongst the 17% who thought that concept 7 was a change for the better, 41% said this was because saving them time on scrolling through channels (c.7% of Freeview viewers). The second response seen was that they like the idea that all the channels of a similar type are grouped together (31% - c. 5% of Freeview viewers). This was a higher proportion than we had seen in any of the other concepts tested. Indeed this was significantly higher at 99% confidence level than for concepts 1-3 and concept 5 and higher than concept 4 at the 95% confidence level.

83 P a g e 82 Fig 63: Reasons why concept 7 would be a change for the better Amongst the 81% who felt that concept 7 would make no difference to them, 28% said that it was because the new concept looks very similar to the current listings. Here we see that 22% saying that they would adapt to any change easily. This is a similar proportion as said this for concept 6 and significantly higher (at 99% confidence level) than we have seen for concepts 1-5. Fig 64: Reasons why concept 7 would make no difference

84 P a g e 83 Of the 3% who consider concept 7 to be a change for the worse the most common reason given for why was that they would have to learn all the channel numbers again (36%) c.1% of Freeview viewers. Fig 65: Reasons why concept 7 would be a change for the worse The questionnaire for concept 7 differed from the previous six waves after the concept evaluation. In this wave a selection of new attitude statements were included. The results for these are shown below in figure 66.

85 P a g e 84 Fig.66 agreement with various statements It s worth noting at this point that respondents were only shown either the statement: I like that the shopping channels are all grouped together in the new listing or I preferred the shopping channels listed as they were previously. As the Kantar Omnibus runs twice a week (to 2,000 nationally representative people per wave), we had our sample split so wave one saw one statement, wave two saw the second. The majority (58%) of Freeview viewers agree (strongly / agree) with the statement I think it is better that the adult channels are all grouped together like this. 44% provided a neutral response to this and neither agreed nor disagreed. The level of disagreement with this statement was minimal with 1% giving this response. 46% of Freeview viewers agreed (9% strongly agree / 37% agree) with the statement I like that the shopping channels are all grouped together in this new listing. The level of agreement with this statement was significantly higher (at 99% confidence level) amongst those who had watched a shopping channel in the last 7 days with 61% agreeing (13% strongly agree / 48% agree). The level of disagreement with the statement was not significantly different across the two samples.

86 P a g e 85 Fig. 67 Agreement with statement I like that the shopping channels are all grouped together in this new listing Looking at the evaluation of the new concept by those people who agree with each of the statements we see that those who agree that they like that the shopping channels are all grouped together in the new listing are more likely to say (at 99% confidence level) that concept 7 offers a change for the better (27%) compared to all respondents (17%) We also see more positive evaluations (at 99% confidence level) of concept 7 amongst the 18% who agree that they preferred the order in which the HD channels were listed previously (26% feel it was a change for the better) and also the 15% who agree that they preferred the shopping channels listed as they were previously (31% felt concept 7 was a change for the better). This is shown below in figure 68.

87 P a g e 86 Fig 68: Reaction to concept 7 by those agreeing with various statements Considering the reaction to concept 7 amongst shopping channel users there is an indication (at 99% confidence level) that those people who have watched a shopping channel in the last seven days are more likely to say that concept 7 reflects a change for the better for them. In total we see that 22% suggest it is a change for the better (9% a lot better / 13% a little better). This compares to 17% amongst all Freeview viewers (5% a lot better / 12% a little better). This is shown over in figure 69.

88 P a g e 87 Fig 69: reaction to all seven concepts amongst shopping channel users Concept 7 generated a more positive reaction amongst shopping channel users (at 95% confidence level) than concepts 1, 3, 4 and 5. Concept 7 also investigated whether respondents felt that the positioning of some categories of channels was right. In this respondents were given the following three options to choose from: 1. They are positioned too far up the listings (ie with too low a channel number) 2. They are positioned in the right place in the listings 3. They are positioned too far down the listings (ie with too high a channel number) Overall 79% felt that the shopping channels were positioned in the right place in the listings. We see 17% say that they are too far up the listings (ie with too low a channel number) and 5% say that they are too far down the listings. Those who had used a shopping channel in the last 7 days were less likely (at 95% confidence level) to say that the shopping channels were too far up the listings (10%) than the average Freeview viewer. However the majority of shopping channel viewers said that the shopping channels were positioned in the right place (82%) with 9% saying they were too far down the listings. Amongst those who felt that concept 7 made either a positive or negative difference to them there was a stronger opinion that the shopping channels were listed too far up the listings. This is shown in the table below: