Independent Exhibitors Film Bulletin (1963)

PAY TV SURVEY Many Satisfied with Free (Continued from Page 21 ) enough to take sides for or against the idea. Those in opposition (45%) made up a plurality of the gross sentiment about Pay TV. Here was found a full measure of awareness and a hardness of opinion. The resistance to the pay device was based chiefly on the ability of free TV to satisfy their needs. The typical interviewee rejoinder was: What for? We have TV. Beyond finding free TV adequate, opposition ran to several other important lines. A notable number thought all TV should be free, that it costs enough to purchase a television set, that "advertisers are supposed to pay the cost of shows", and the idea is basically unfair to the public, because, "when you buy a set you are supposed to see all the programs that are put on." A lesser heard opinion, but one nonetheless repeated by a surprising number, dealt with the fear that Pay TV might threaten the existence of free television. It is interesting that 23% find Pay TV a good idea, yet manage to do without the service. This group was canvassed for the reasons underlying its position. Respondents were asked, in effect: Why Have You Not Subscribed? Satisfied with Free TV 44% Want more new movies 23% Want more sports 20% Dubious of cost factor 11% Other reasons 2% It was clear that even among those who look upon the principle of Pay TV approvingly, the adequacy of free TV is decisive as a ground for nonsubscribing. The point of view is one of tolerance toward a vehicle which petitions acceptance. The feeling was: it is fine for those who want it; we are content with what we have. It was also clear that a great portion of the response was offered by those who had had detailed conversations with friends, neighbors and relatives with Telemeter experience. These respondents appeared intimate with various deficiencies which had come to their attention. The significant expressions "want more new movies," or "want more sports," totaling 43% of the overall vote, attests to an apparent withholding of the meter service for word-of-mouth reasons that seem to have been well circulated in the Etobicoke test sector. The cost factor as a deterrent (to 11%) may likewise be attributed to word-of-mouth. However, cost is always implicit in references to specific programming flaws. Subscriber candidates, such as these, who believe the medium offers less than promised, take the clear position that an installation is just not worth the expense. How many Non-Subscribing "approvers" might be expected to take the Pay plunge? And on what terms? They were asked: What Are Your Intentions Regarding Pay TV? A shade under two-thirds felt certain they would not subscribe. This segment seems amply satisfied by free TV's offerings. A number who appeared to be interested if certain attractions were more frequent, did not believe such would be the case, based on what they had heard from Subscribers. However, 14% indicated positive TV Fare consideration if more shows not available on free TV were to be offered on Pay TV, principally new motion pictures and broader coverage of major sports events. At the same time, 10% said a reduction in the charges associated with Telemeter would cause them to consider a subscription. NON-SUBSCRIBERS SAID: "We're satisfied with free TV. Others can have it if they want." "Free TV is all right even with the commercials. They are useful and necessary. They pay for the shows, and that's good enough for us. "We don't think we need it. My husband likes some of the sports on Pay television, but sees them sometimes at a friend's house." "If it wasn't so expensive, would have gotten it for the hockey." "Once you get it, you have the temptation to spend too much on it." "It's unfair to have to pay to see something good. We can't afford it. It's good for bachelors, career girls who have money and time. Most families with kids can't spend so much on entertainment." "If you're going to pay, you may as well go out and see a movie. If you want TV, you can watch free TV." "Was interested at first, but when I heard the price was going up, changed mind." "Sounds like a very good idea for certain shows. I don't know anything about the rates." "We were thinking about it, but my father-in law said they promised new movies but showed old ones." "Don't know much about it but it might be a very good thing. I'd like to know more." Showmen . . . HVhat Are You Doing ? Send us your advertising, publicity and exploitation campaigns — with photos — for inclusion in our What the £fou>nteh fa briny! Film BULLETIN August 19, 1963 Page 23