Are you still doubting that the business of television is changing at an incredible rate?

The role of traditional TV is being altered on a daily basis, as consumers ready themselves for a dramatic changing of the goalposts.

The interactive television company Ensequence has recently announced the results of an Harris Interactive online survey which shows that consumers are more than ready to change the way they interact with their televisions in 2008. 

Nearly 3,000 Opinions Counted

Harris asked 2,949 adults aged 18 and over a series of questions, and then weighted the results where necessary to bring them into line with their actual proportions in the population.

According to the survey, 72 percent of viewers indicated that they are currently using their remote controls for simple tasks such as finding favorite programs using the on-screen TV guide, scheduling or selecting DVR recordings and for viewing content on-demand. 

Now consumers are ready to take their television viewing experience a leap further and they want more from their cable and satellite providers in 2008.

The Results Of The Survey

• 72 percent of those who watch reality TV shows want to interact with those shows
• 65 percent of those who watch sporting events on TV want to interact with those events
• 66 percent of viewers want to interact with commercial advertising
• 70 percent of TV viewers would consider signing up for another cable or satellite provider if they offered advanced interactivity at no extra charge
• 50 percent of those who watch drama TV shows indicated that they would be interested in interacting with those shows

Conclusions

Companies like Ensequence have a built in advantage over on-line companies as set-top boxes are already in place in people’s homes. 

The challenge for companies like Netflix, Apple, Sandisk and others is how to make the connection between content (lean forward) and viewing (lean back) as simple and enjoyable as possible.

I think Netflix is in the best position versus Apple with plans to integrate their platform into TVs, DVRs and the like from companies such as LG and others. System on chip is the answer. Apple’s plans are underwhelming and sound more like a “me too” approach. 

Despite the fact that Steve Jobs wants to get into the movie business, I doubt studio execs will feel it is their responsibility to give him a new business model.

[Content in whole or part adapted from IPTVe and is licensed under Creative Commons, no addition derivative works may be copied from this article without prior permission from IPTVe and Web TV Wire]

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