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BREAKDOWN OF PULSE-BROADCASTING PAY TV SURVEY
Table 1
KNOWLEDGE OF SUBSCRIPTION TV
Question: Have you heard of a toll or subscription tv service which will allow you to see special programs on tv (in addition to those you now get free) by paying a fee?
Number Per Cent 983 69.8 426 30.2
Yes No
Total respondents Table 2
1,409
100.
INTEREST IN SUBSCRIPTION TV SERVICE
Question: This subscription tv service might include first-run movies, major sports events, Broadway shows, operas, ballets, etc. Would you be interested in having this service in your home? Yes 470 33.4
No 939 66.6
1,409
100.
Total respondents Table 3a
METHOD OF PAYING FOR SUBSCRIPTION SERVICE
Question: If you took such a subscription tv service would you rather pay by the program, or pay a set monthly fee? Pay by program 312 66.4
Pay by set monthly fee 141 30.0 Don't know 17 3.6
Total respondents 470 100.
Table 3b
AMOUNT WILLING TO PAY BY PROGRAM
Question: (If by program) how much would you be willing to spend for a special program?
Under 25 cents
2
.6
25-49 cents
25
8.0
50-74 cents
53
17.0
75-99 cents
19
6.1
$1.00-1.24
99
31.8
1.25 1.49
2
.6
1.50 1.99
11
3.5
2.00 2.49
20
6.4
2.50 2.99
1
.3
3.00 4.99
1
.3
5.00 & over
2
.6
Don't know
77
24.8
Total respondents
312
100.
Table 3c
AMOUNT WILLING TO PAY FOR SET MONTHLY FEE
Question: (If set monthly fee) how much would you be willing to spend each month?
i $1 00-$ 1.49
7
5.0
i 1.50 1.99
1 2.00 2.49
13
9.2
i 2.50 2.99
8
5.7
1 3.00 3.99
12
8.5
i 4.00 4.99
7
5.0
5.00 5.99
43
30.5
i 6.00 6.99
1
.7
i 7.00 7.99
1
.7
i 8.00 8.99
1
.7
i 9.00 9.99
1
.7
i 10.00-10.99
7
5.0
i 11.00-12.99
1
.7
i 13-16.99
2
1.4
i 17-19.99
2
1.4
1 20-25.00
1
.7
igi Don't know
34
24.1
H Total respondents
141
100.
P Table 4a
!| WILLINGNESS TO
PAY FOR
PRESENT
TV PROGRAMS
Question: Would you be willing to pay for television programs similar to
those now on the air if there were no other way of getting them?
Number Per Cent Yes 510 36.2
No 899 64.8
Total respondents 1,409 100.
Table 4b
Question: If yes, what programs now on the air would you be willing to pay for if they were not distributed free?
Drama
Playhouse 90
a o DO
13.3
Climax
4U
H O I.O
Studio One
1 A
1 Q
3.9
Kraft I heatre
19
3.7
Crossroads
0
l.Z
G. E. Theatre
4
8
Jane Wyman
4
.8
Loretta Young
3
.6
Armstrong — Circle Hour
3
.6
Dr. Hudson's
Secret Journal
3
.6
Unspecified
7
1.4
Misc.
18
3.5
Comedy & Situation
Comedy
P nthpr K nsvw c Rpvt
1 HI 1 Id l\ f US rVj is Ci) l
21
4.1
ii77i/> & l-fnrript Ks K,-^t t CX. 1 1 Hi l ict
15
2.9
/ / n\yp T
I Lil/KC JL^/H c y
12
9 A
Bob Cummings
10
2.0
Rpd Skpltnn
IVCu <3 rvc tits ft
7
1 A
1 .*T
It P/i¥"OP It ft hp I \J Cist gt \J IslsC t
j
1 0
Jack Benny
5
1.0
Danny Thomas
4
is
Bob Hope
4
.8
Private Secretary
A
4
VJ I \S UKI 1 IS 1 VJ. t ' I .
4
.8
Unspecified
8
L6
Misc.
33
6.5
Varieties & Musicals
Perry Como
53
10.4
Lawrence Welk
47
9.2
Steve Allen
44
8.6
Ed Sullivan
37
7.3
Nat King Cole
18
3.5
Tennessee Ernie
9
1.8
A mpvienn Ft find stand
9
1.8
Pat Boone
8
L6
Voice of Firestone
7
1.4
Eddie Fisher
6
1.2
TVio Rio Domr/i ± lit L> Act Ulii
5
1.0
L-iU&t I J/tUrV
4
.8
nil i ai a at
4
.8
T Tn^nf^pififH
L 1 1 a \ '\~ V 1 1 1 K, VI
25
4.9
Misc.
25
4^9
Quiz & Audience
Participation
What's My Line
20
3.9
Twenty One
17
3.3
This Is Your Life
15
2 9
$64,000 Question
14
2.7
You Bet Your Life
13
2.5
The Price is Right
11
2.2
Queen For A Day
6
1.2
Tic Tac Dough
' 5
1.0
Art Linkletter
5
1.0
Name That Tune
5
1.0
I've Got A Secret
4
.8
Unspecified
13
2.5
Misc
13
2.5
Sports
Boxing
41
8.0
Football
37
7.3
Baseball
35
6.9
World Series
9
1.8
Wrestling
8
1.6
Bowling
5
1.0
Sports events (unspecified) 117
22.9
Misc.
6
1.2
Westerns
Cheyenne
53
10.4
Gunsmoke
23
4.5
Wyatt Earp
18
3.5
Wagon Train
15
2.9
Maverick
10
2.0
Broken Arrow
9
1.8
Sugarfoot
6
1.6
Unspecified
23
4.5
Misc.
17
3.3
Mystery & Adventure
Alfred Hitchcock
10
2.0
Highway Patrol
9
1.8
Dragnet
8
1.6
Bold Journey
5
1 n
I.U
Man Behind the Badge
4
Q .0
Navy Log
4
.8
I Search for Adventure
3
.6
Lassie
3
.6
Unspecified
4
.8
Misc.
21
4.1
News & Weather
43
8.4
Documentary, Educational,
Forums, Interviews
Wide Wide World
8
1.6
Meet the Press
5
1.0
Person to Person
3
.6
Press Conference
2
.4
Omnibus
2
4
Night Beat
2
.4
Mike Wallace
2
.4
The Big Picture
3
.6
Unspecified
7
1.4
Misc.
5
1.0
Movies
70
13.7
Misc.
Disneyland
22
4.3
Mickey Mouse
18
3.5
Spectaculars &
special shows
14
2.7
Plays
13
2.5
Continued Stories
9
1.8
Cartoons
5
1.0
Children's Stories
5
1.0
Verdict Is Yours
4
.8
Captain Kangaroo
3
.6
Broadway shows
3
.6
Misc.
28
5.5
Total programs
mentioned
1,553
305.1*
Total respondents
510
*Total over 100% because of multiple responses
Table 5
OPINION OF PRESENT TV PROGRAMS
Question: What is your opinion of the program service you are now getting on free television?
Number 254 623 441 75 16 1409
Excellent Good
Satisfactory Poor
No opinion Total respondents
Per Cent 18.0 44.2 31.3 5.3 1.1 100
Table 6
VALUE OF PRESENT TV PROGRAMS
Question: If you had to place a monetary value on the entertainment, news, special events and other programs you now see at no cost on your television set, how much would you consider these are worth to you on a weekly basis?
1
I
1
I
i
II
11
Number
Per Cent 1
Less than $1.00
11
.8 1
$1.00
705
50.0
$2.00-$4.00
22
1.6 il
$5.00
319
22.6
$10.00
46
3.3
More than $10.00
22
1.6 i
Don't know
284
20.2
Total respondents
1409
100
Page 32 • November 18, 1957
Broadcasting