Independent Exhibitors Film Bulletin (1963)

PAY TV SURVEY Sports Funs Most Owotvtl to Pay Systvm ( Continued from Page 13) users of the service, its effect was to harden opinion among many with respect to the quality of purchaseable programming. Imposition of the $15 charge marked the reversal in Telemeter's fortunes in Etobicoke. It offered evidence that many people will accept the pay system on a take-it-on-leave-it basis, but rebel against fixed charges. SUBSCRIBER ATTITUDES The Subscriber residue that exists, 23% of the sample enumeration, is a positive condition of itself, worthy of examination. What are the specific responses of those who have taken Telemeter into their homes and hold it there? A wide range of inquiry was undertaken. The more pertinent findings are herein disclosed. Subscribers were asked: What Was Your Primary Reason for Subscribing? In answer to this free choice question 37% cited the desire to see attractions that are blacked-out or unavailable on free TV. The key factor here appeared to be a wish to have a better rounded television experience, and Pay TV apparently was viewed as a supplement toward that end. (Later break-downs will list which type attractions Subscribers are most willing to pay for.) "Expected to see better programs," was the expression of 14%. This group spoke variously of "big shows", new movies, plays and special sports events. There was not, however, widespread adverse criticism of free TV entertainment. New movies was the inducement registered by 20%, while sports as a specific reason was offered by 18%. A total of 6% spoke of just "curiosity", the consensus expression being, "It's nice to have." Annoyance with TV commercials was, surprisingly, a reason offered by a mere 3%. Only 2% mentioned such attractions as opera, ballet or shows of an educational nature. These, then were the primary expectations of Subscribers. We now pass to the realm of actual Telemeter experience. Has realization matched hope? Subscribers were asked: How Do You Feel About Pay TV Today? SATISFIED 39% DISSATISFIED 26% UNDECIDED 35% Comments ran to a wide extreme. Those voicing any degree of approval straight out, or, on balance, more approval than disapproval, or whose comments were simply marked by an absence of complaint, were graded as "satisfied." Pollees whose comments consisted of overt negative declarations only, were graded as "dissatisfied." This class of respondents contained a significant number who served notice of an intention to drop out. Pollees who could not, on balance, vote one way or the other were classed as "undecided". This class enunciated many shortcomings, but recognized certain potential values as well. Some among these made known their consideration of a discontinuance of the service. Here is a break-down of the reasons voiced by those who are Satisfied With Pay TV Sports 56% Movies 22% Special shows 6% Kids like it 6% Other reasons 8% No reasons 2% As a prime reason for payee satisfaction, sports tops the next type of attraction, movies, by 2l/2 to 1. It is apparent that sports fans make up the medium's most devoted adherents. This group among Subscribers appear more tolerant of other program deficiencies, and less sensitive to cost considerations. It is crucial to point out that Toronto Maple Leaf hockey is the subject of rabid local interest. Telemeter presents the away games which number about 35 a season. The professional Football Argonauts occupy a small Toronto stadium, frequently filled to capacity. Some eight home games are transmitted over the Telemeter wires, and these also are highly favored by the sports element among Subscribers. Those citing movies (22%) were much taken with the privilege of seeing a first-run film in the comfort of one's home. They said, however, that new movies were few and far between, and some protested that a large percentage of the films offered by Telemeter were as old as those being shown on free TV. The unimportant vote for special shows (6%) manifests a Subscriber yawn in the direction a genre of entertainment that loomed large in the original promotion of Telemeter. It appears evident that so-called spectaculars, at least those staged for the Etobicoke medium, contribute little toward elevating its image. Children's shows, mind you, scored as high in favorable response as the specials. A conclusion drawn by Audienscope is that the staunchest advocates of the pay system are the males. The desire to relax at home after the day's work, and their taste for sports attunes them more fully to what Pay TV offers. Few of the females interviewed registered as much enthusiasm as the satisfied males. This was most apparent among the medium and lower medium income groups. And now the reasons expressed by those who are Dissatisfied or Undecided Too Many Old Movies 47% Price (inc. annual fee) 29% Not enough Sports 1 1% Disappointed in Shows 6% Other Reasons 7% The "dissatisfied" and the "undecided" Subscribers have been lumped together in the above table because they have the common characteristic of not being satisfied with Pay TV's performance, and the causes of their lack of satisfaction followed similar lines, varying only in degree. The handling of movie entertainment is at the seat of much Subscriber malcontent. Many regard it as the most grievous defect in Telemeter programming, and it has been a principal factor in motivating cancellations. Audienscope is convinced by its study that the hard pre-sell of Pay TV as a purveyor of first-run films, and its inability to deliver the goods in satisfying quantity has been one of Telemeter's major failures in Etobicoke. Page 14 Film BULLETIN August 19, 1963