This paper will review a long term Canadian research programme which has tested consumer interest in and demand for what might be termed the first generation of new communication services-teletext services, cable TV specialty channels, repeat channels and a direct-to-home satellite service. These early new services, which have their counterparts around the globe, represent only the very beginning of the convergence of conventional TV/radio broadcasting with telecommunication systems, which will offer features such as improved picture and sound, data as well as audio-video retrieval and, most importantly, interactivity (virtually instant two-way communication between content suppliers and subscribers and, potentially, even among subscribers on the system.) The paper will begin with a review of pertinent research studies, explore the effects of research design on results, discuss some key findings about consumer reaction to communication services introduced in recent years and conclude with some hypotheses about consumer acceptance of future new services. The paper concentrates on TV and video services but many findings will be applicable to other future communication services. Similarly, the focus is on consumer entertainment services but much of what is discussed applies to business, education, government services, etc.
In Canada a combination of factors both stimulate and impede audience research. The complex Canadian broadcasting system and the competition among research suppliers create a situation in which innovative research solutions are frequently proposed but not often realized. These factors have led us to adopt a prosaic research model which treats ratings as a "currency." This prevents both broadcasters and advertisers from fully exploiting audience research to help communicate effectively with the audience. My perspective is one which is relatively unbiased, given that CBC radio services don't accept advertising. CBC has subscribed to BBM (Bureau of Broadcast Measurement) syndicated radio surveys for over forty years and these surveys have always been and continue to be a valuable tracking tool. However, like others in the Canadian industry, CBC is interested more than ever before in other forms of research which supplement the traditional ratings. I believe that conventional television and radio in Canada, along with the new electronic media evolving from the convergence of broadcasting and telecommunications will require more multi-dimensional audience research. The current ratings methodologies, and many of those in development, strive to be as unobtrusive or "passive" as possible, based on the philosophy that measurement techniques which require little or no effort by a respondent will provide more accurate data. The quest for passive (or, more accurate) measurement is only half the story, however, and runs counter to some emerging trends in our industry. Passive measurement, which only tells the broadcaster or advertiser whether someone is physically near a radio or TV, will not be sufficient in a future where listeners and viewers on a daily basis will be exposed to potentially thousands of different programs and commercial messages via electronic media that will be omnipresent in the home, office and in public places. I would like to review some recent Canadian research that demonstrates that, like the media themselves, traditional audience ratings research is converging with other forms of data collection, promising research that will provide for an improved, interactive relationship with the audience.
This paper draws upon more than twenty years of analysis and research and discusses audiences to radio and TV in the next century. The paper begins by recollecting audience behaviour some twenty years ago and the substantial changes that have taken place since. North America, as a result of cable TV, has a television/cable system that currently provides viewers with 30 or more channels from which to choose, making it an interesting case study for other countries. The paper examines what viewers do with all this choice and shows that only traditional, major networks are used with great frequency. Viewers have historically budgeted a fixed amount of time for the electronic media and if this is unchanged in the future, then any new TV channels or services will draw their audience from existing services. However, given the specialized programming on new cable channels, it is hypothesized that the major networks, while losing some audience to new channels, are more likely to retain their viewers than smaller, specialized channels. Historical trends in viewing behaviour reveal that Canadian audiences turn to indigenous news and sports programming. Viewing trends also show that, regardless of the amount of program choice, viewers tend to watch various program categories in equal measure. The paper concludes with a discussion of what current trends might mean in a future filled with digital, interactive :, telecomputers." The views expressed are those of the author and do not necessarily represent an official position of the Canadian Broadcasting Corporation.
The quality of any audience measurement system is dependent on the quality of the sample upon which its data are based. This paper presents the results of two pieces of research that examine different aspects of A.C. Nielsen's network people meter sample in Canada. The first piece of research looked at the extent to which people who say they would agree to have a people meter installed in their homes differ from those who do not. Thus, it addresses the representativeness of the households initially agreeing to participate in a people meter panel. The second looks at the effects of ongoing participation in the panel on sample respondents. It considers whether ongoing participation may lead to fatigue effects in recording viewing and whether this is more pronounced among some types of respondents than others.