ALEXANDRIA, Va. --(Business Wire)-- July 7, 2005 Whether TV viewers are primetime butterflies or late night owls, home entertainment has become increasingly personalized. These days telling someone how you get your TV, which networks you watch and how you connect to the Internet can make a statement about you. The Second Annual Tracking the Evolving Use of Television and Its Content research, conducted by Lieberman Research Worldwide for the Cable & Telecommunications Association for Marketing (CTAM), shows that, as technology is evolving, so are consumers' TV viewing and information-gathering behaviors.

"To help us develop a deeper understanding of how consumers are changing, we've taken a close look at not only what people are watching, but where and how," according to Tim Brooks, EVP Research, Lifetime Television. "The in-depth behavioral diary that supplements the qualitative research makes this one of the most detailed examinations of TV viewing habits available to date."

Overall, viewers are enjoying their television experience more, with 38% saying much more vs. 17% much less, when compared to five years ago. In addition, there's increased positive buzz around the IPG (Interactive Program Guide) and DVR (Digital Video Recorder), as the study also reveals how newer digital services are influencing the overall experience. Those highlights include:

-- Nearly one-third of cable customers have digital cable service.

-- One-third of those with IPGs agree strongly that the guide makes TV more enjoyable.

-- DVR owners are happier with their television experience than their counterparts who don't own DVRs.

Cable Customers Stepping Up to Digital Cable

Thirty-two percent of all households with televisions have digital cable service, up from 26% in 2003. This is at the expense of those with analog service, which declined to 49% from 56% in 2003.

IPGs Mean Value for Users

Almost one-half of customers with IPGs (49%) agree strongly that their IPG makes it easy to find something to watch. In addition, one-third agree that it makes television more enjoyable, helps them plan their viewing, and expands the variety of programs they watch.

More Customers Use IPG to Find New Channels

Interactive Program Guides are playing an important role in keeping viewers more plugged-in, and use is increasing significantly. Forty-one percent (41%) of digital cable customers say they found new channels to watch by using their IPG, up from 27% in 2003.

DVRs Enhance Perception of TV Content

As DVRs are giving people the ability to manage the abundance of TV programming more efficiently, owners are reporting that they're happier with television than non-owners. Specifically, when compared to non-DVR owners who are aware of DVRs, 56% of owners say they like having so many channels to choose from vs. 47% of non-owners, and 35% say the enjoyment they receive from TV is better than ever vs. 29% of non-owners.

TV Seen As Source of Info

Even in the midst of the Internet explosion, compared to five years ago, cable and satellite viewers are relying on television more to keep them informed (38% much more vs. 16% much less), and get new ideas or learn something new (37% much more vs. 11% much less), according to the diaries. This parallels the growth in the breadth and depth of "how-to" programming available on cable and broadcast networks.

Digital Cable Customers Zoom on the Web

More than half (53%) of digital cable customers are subscribing to high-speed Internet service, compared to one of out four for analog cable (26%) and satellite (27%). And, more women are getting in the driver's seat. In 2004, 46% percent of those with high-speed connections were female, compared to 38% in 2003.

Night Owls Not Just Surfing

Contradicting the stereotype of the late night viewer as aimless channel surfer, eight out of ten (81%) late night viewers know what channel and time they're going to watch, the same proportion as primetime viewers (78%). On the other hand, weekend daytime viewing is less likely to be planned (66%).

Coincidentally, the weekend daytime and primetime viewers are the most likely to be engaged in other activities while watching television. They're more likely to leave the room with the TV on (40% and 31% vs. 25%), talk on the phone or socialize while watching TV (31% and 28% vs. 12% for late night viewers), and complete chores (30% and 23% vs. 9%).

"Viewing dynamics are clearly evolving, as consumers continue to be confronted with greater choice in both technology and content," states Mike Pardee, SVP Research, Scripps Networks and co-chair of the CTAM Research Committee. "Marketers today must continuously monitor the viewer's relationship with both the television itself and the programming, if we are to maintain satisfaction with our products and grow our businesses accordingly."

Study Background

Lieberman Research Worldwide polled more than 1,200 adults aged 18 and older, living in cable and/or satellite households on their television and related technology preferences and practices, in October of 2004. In addition, respondents in the main tracking study were invited to complete an in-depth television diary covering viewing occasions during primetime, late night and weekend daytime. Quantitative study results are based on the total sample carry a maximum error margin of +/- 3% points at the 95% confidence level; diary results based on the total sample carry a maximum error margin of +/-6% at the 95% confidence level.

About Lieberman Research Worldwide

For 30 years, Lieberman Research Worldwide has combined marketing consulting with the highest quality marketing research. LRW is a leader in all facets of entertainment research, and is one of the largest and fastest-growing custom market research companies in the world. LRW is headquartered in Los Angeles, California with additional offices in New York, Chicago, Charlotte (North Carolina), and Orange County (California).

About CTAM

CTAM is dedicated to helping the cable industry grow by advancing consumer and business-to-business marketing excellence, facilitating collaborative efforts, and encouraging the mastery of new technology-based products. CTAM supports its more than 5,300 members with conferences, consumer research, publications, Web sites, regional chapters, and the CTAM Educational Foundation's centerpiece initiative, the CTAM Executive Management Program at the Harvard Business School. In addition, consumers can learn more about the benefits of cable through national CTAM initiatives, such as OnlyCableCan (SM).

More information on CTAM and its research can be found at http://www.ctam.com.