TV Viewers Want to Play Along with Game Shows - Lyra's "DTV View" Report Explores Consumer Interest in Interactive Television

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Respondents rated level of interest in 15 different features and functions enabled by interactive television (iTV). The report, Participatory TV: 2005 Interactive-TV Interest Survey, examines this and other aspects of consumersÂ? willingness to interact with their TVs.

Among interactive-TV features, playing along with game shows such as Jeopardy and Wheel of Fortune generated the highest interest in a new DTV View survey from Lyra Research. Respondents rated their level of interest in 15 different features and functions that can be enabled by interactive television (iTV). The survey, detailed in the report, Participatory TV: 2005 Interactive-TV Interest Survey, examines this and other aspects of consumers’ willingness to interact with their TVs.

“For companies developing iTV technology and for networks creating iTV shows, the immediate priority is often to pursue ambitious revenue-seeking opportunities,” comments Steve Hoffenberg, principal analyst for the DTV View report series and Lyra's director of electronic media research. “But at this early stage of iTV in the U.S. market, most consumers are still not ready to respond to their TVs, as evidenced by our survey’s generally low iTV-interest ratings. Focusing on features that appeal the most to viewers, however, will foster consumer comfort with iTV—the revenue opportunities will follow.”

Participatory TV: 2005 Interactive-TV Interest Survey is based on a comprehensive survey of more than 400 U.S. adults conducted in January and February 2005. The survey examined consumer usage of existing advanced television products and services, including two-screen iTV (via phone and computer), digital video recorders, video-on-demand, and TV game consoles, and probed interest in new features and functions enabled by single-screen interactivity. Results are cross-tabulated by demographic and technographic traits. This report is the tenth in the popular DTV View series on the digital television market (http://www.dtvview.com), published regularly by Lyra Research. The first report in the series can be downloaded for free from the DTV View Web site (http://www.dtvview.com/dtvview.nsf/freereport).

About Lyra Research

Founded in 1991, Lyra Research is a recognized leader in market, product, and technology information and analysis focused on the imaging and digital television industries. Lyra's researchers and analysts provide decision-critical support and market intelligence to more than 2,000 clients worldwide. Lyra's services include leading industry newsletters, market reports, advisory services, conferences, and custom consulting.

Related Chart:

Interest in Various Interactive Television Features and Functions

(Interest level: 1 = not at all interested, 5 = extremely interested)

Direct outcome of program (e.g., choose endings): 2.6

Play along with game shows (e.g., Jeopardy!, Wheel of Fortune): 3.3

Vote on questions (e.g., favorite performer): 3.1

Watch extras about movies or programs: 3.0

Watch multiple channels at once: 2.9

Play basic video games (trivia/card games): 2.8

Play advanced video games (racing/action): 2.7

Play networked video games (distant opponents): 2.4

Place bets on sporting events: 1.7

See info about products shown in ads: 2.4

Order products shown in ads: 2.4

See info about songs played on programs: 2.9

Order music files/CDs of songs on programs: 2.6

Order pizza/food for delivery: 2.8

Send/receive e-mail/instant messages: 3.0

(n=444)

Source: Lyra Research DTV View Interactive-TV Interest Survey

Contact:

Andre Rebelo

Marketing Manager

Lyra Research, Inc.

617-454-2658

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