Independent Exhibitors Film Bulletin (1963)

Effects of Pay TV on Entertainment Habits RESEARCH REPORT by VTfJ ndcop PART TWO In the course of conducting its survey on public response to Pay Television in Etobicoke, Canada, which was reported in the August 19 issue of Film BULLETIN, Audienscope also accumulated a wealth of interesting information bearing on the general entertainment habits of the people in that community. The major findings of this Part Two of the Etobicoke study appear below. Etobicoke, where Telemeters subscription television has been in operation some three and a half years, makes a splendid weathervane for measuring the wind direction of general entertainment habits of residents in a Pay TV climate. To what extent, if any, might the pay system have influenced the broad entertainment patterns of the community in which it operates? How often is free TV viewed and by whom? How do the free TV viewing habits of Telemeter users compare with non-users. What type of shows on free TV are most popular in a Pay TV environment? One of the great appeals of subscription TV is the absence of commercials. What are the relative attitudes of the various pollee groups with respect to this issue? Can it be assumed that Subscribers are least tolerant of free TV's sales messages? Theatre interests are greatly dismayed at the threat Pay TV poses. The damage wrought by free TV upon theatre attendance is well established. Now, in a Pay TV situation what precisely are the going-out habits of its patrons — as well as of non-subscribing groups? Does the pay system appear to be a causal factor in keeping people at home? Audienscope developed a number of questions aimed at charting these waters. Innumerable elements go into the Pay TV vs. Free TV: Etobicoke Reveals Interesting Attitudes formulation of a consumer judgement, especially one involving so emotional a subject as entertainment. Accordingly, there is no suggestion that the following disclosures should be viewed in a cause and effect manner, that is, Pay TV representing the whole or even the partial cause for the existence of certain habits and attitudes. Pay TV may or may not be considered an influencing agent, depending on the reader's interpretation. GOING-OUT HABITS All that is presented here is an examination of pollee responses to questions dealing with their entertainment customs in a community where Pay TV has been operating for three years. Respondents were asked: How Often Do You Go Out for Entertainment? PAY TV SUBSCRIBERS Once a Week 22% Occasionally 20% Seldom 36% Never 22% NON-SUBSCRIBERS Once a Week 14% Occasionally 25% Seldom 48% Never 13% FORMER SUBSCRIBERS Once a Week 20% Occasionally 24% Seldom 48% Never 8% It is interesting that Telemeter Subscribers are both the biggest gadabouts and stay-at-homes, scoring an equal vote (22%) at each extreme, "once a week'' and "never." That proportionately more Subscribers go out more frequently than Non-Subscribers does not seem related to economic status. Subscribers were found in a variety of economic classes, and those most impressed with Telemeter's offerings were, in the main, nestled in middle and lower middle income brackets. It appears from pollee comments that a certain portion of Subscribers are vitally interested in particular attractions, and that thev will see these attractions one way or another. This, perhaps, explains why they ordered a Telemeter installation, as well as why they frequently go out of the home for their pleasures. The equal number of Telemeter users who "never" go out explains a significant portion of the pay medium's clientle. It is notable that proportionately more Subscribers stay rooted to the home than is found in other pollee groups. The enticement of attractions unavailable on free TV is a compelling one to this class. It is noteworthy that Former Subscribers score relatively high (20%) in "once a week" habit. In common with Non-Subscribers, they share a lack of Pay TV. Yet their proportionate outof-the-home sojourns are more frequent. At the same time. Former Subscribers scored lowest (8%) in the "never" go out categorj . Another interesting disclosure is that all three respondent classes reserved (Continued on Page 19) Film BULLETIN September 2. 1943 Page 9