Choice and Content Gets the Thumbs Up from Digital Viewers 16/08/00 The first ever qualitative digital TV report from Media@BMRB has found that viewers of digital TV are happy with the choice and content of programmes, but with so much choice available some men are developing into "flickaholics". The wide range of choice has changed viewing habits, with many viewers watching more television, using EPGs (Electronic Programme Guides) to select programmes, and a greater amount of "flicking" in between channels by male viewers. Viewers feel that there is always something on that they would like to watch. Also they like the specialised channels because they know the sort of programming they will be watching. Some respondents say that they watch TV more now that they have digital TV and this increased viewing is often at the expense of other leisure activities such as reading and, in some cases, sleeping. According to Gary Austin, associate director at Media@BMRB, "The study shows viewers certainly enjoy the increased choice available, but selecting from that choice has changed viewer behaviour within households. The EPGs have been very well received, but for men the temptation to flick through channels is too great - even if it means irritating their partners". Across all platforms respondents said they did little forward planning of their viewing. However, some planned their viewing around specific genres such as the soaps, and programmes like ER and Friends. Customers of all platforms, particularly Sky Digital, were happy with the EPG. They were generally felt to be easy to use, quick and informative, although 0Ndigital customers thought that their EPG was not as extensive as Sky's, and cable digital customers said that their EPGs were sometimes slow and had not been updated. Some digital viewers had stopped using TV listings magazines because they either now preferred to use the EPG or because they felt they had so much choice they could always find something to watch by flicking through the channels. Many men in the sample admitted to being compulsive flickers. This activity was often conducted at the expense of their partner. Some women thought that men "did it to wind them up" which was agreed with by some men, "I just do it to annoy the wife". Some who had changed from Sky analogue to Sky Digital felt it was easier to flick because there was now an instant picture every time a channel was changed, whereas with analogue there used to be a slight delay. Respondents flicked because they thought they would be missing out on something, or they would come across a channel not normally watched. Eight standard group discussions were carried out with various digital television viewers of Sky Digital, 0Ndigital, Cable and Wireless digital and Telewest digital, in three locations around the country. Each discussion lasted around ninety minutes and comprised of between eight and nine respondents. BMRB ensured that both sexes and a range of ages were represented across the groups as well as respondents with and without children. The groups were carried out between the 14th and the 26th of June 2000. The report is available from Media@BMRB and is the first qualitative study of digital TV viewers available on a syndicated basis.