As background to planning for the multi-channel interactive future we address two linked questions : What is the demand for different type of programmes? How much would viewers be willing to pay directly for their habitual channels? The paper draws on the wide range of well-established, empirical evidence about consumer behaviour in the UK and other television markets. We note the underlying regularity of much of this behaviour, which is reviewed in the broader context of consumer behaviour in markets for other goods and services. Our research on viewers willingness to pay, involving a single-price package, demonstrated a remarkable price inelasticity for UK terrestrial channels, reflecting their high reach and hours viewed. UK (and other) television is currently underpriced. We conclude that rapid, fundamental change is unlikely to occur in the broadcasting as in other markets in response to new technological opportunities, and that UK viewers will continue to want to watch their current range of programme types. Viewers are prepared to pay for quality services they want to watch, including both existing and new channels.
Social research can be seen as one way of establishing a closer link between public views and the decisions of policy makers. Its main advantage over other kinds of public participation in policy formulation is its ability to reflect a more representative range of opinions. For this to be achieved some means must be found to assist members of the public to express their views on policy options of which they have little knowledge or to which given little thought. This often involves informing them about the issues being investigated. Experiences in a variety of social research projects illustrate the pitfalls which lie in the path of the researcher attempting to select an appropriate approach to educate survey respondents. Fundamental research is required on the communication effectiveness of the different approaches available, and their likely influence upon response to policy options. In the meantime, success in drawing meaningful conclusions from this type of social research will depend heavily upon the interpretive skills of individual researchers.
A previous ESOMAR Paper on domestic energy saving discussed an experimental study in which were tested the predictive values of simple attitude statements. This present paper discusses a second experimental study which aims to test the usefulness of re-interviewing versus independent samples and to indicate the predictiveness of attitude measures. It discusses problems of representativeness, conditioning and predictiveness. This second study is part of a total Central Office of Information programme which covers several areas of social behaviour - road safety and crime prevention and energy conservation.