Heavy Reading Examines Current Climate for Pay TV Service With 'Making TV Pay: The Telco Challenge' at TelcoTV 2009

Most up-to-date, exclusive consumer survey on pay TV services from service providers gathers critical data on provider preferences, satisfaction levels, and churn drivers

IRVINE, Calif.
Sep 28, 2009

TelcoTV, the premier meeting place for the convergence of the entertainment and communications markets, announced today that Heavy Reading, the leading independent service provider (ISP) market research organization, announces new consumer video research to be unveiled at TelcoTV 2009. Senior Analyst Aditya (Adi) Kishore will reveal the results of the new study, "Making TV Pay: The Telco Challenge," at the Orange County Convention Center in Orlando, Fla., as part of the TelcoTV Conference and Expo.

Building on the interest in primary research highlighted at last year's Telco TV, this new proprietary research addresses changes in subscribers' mindsets over the last 12 months, comparing last year's findings with the current survey fielded in September 2009. It identifies changes in consumer attitudes, their satisfaction levels with their pay TV providers, their interest in new digital applications, and their willingness to consider a new pay TV provider. The study analyzes changes in consumers' thinking, helping companies across the IPTV value chain identify current market trends and consumer attitudes enabling more targeted, cost-effective marketing programs and service offerings. In addition, this year's study examines consumer adoption of over-the-top video, and provides insight into its market disruption potential.

As with last year's study, the new research emphasizes consumer perceptions of telco TV service providers and their most current consumer video services. Video service providers can glean insights into the services required to gain new subscribers and keep existing ones in the increasingly competitive market and sluggish economy. As the nation continues to face increased unemployment, housing defaults, and massive debt, the study aims to reveal these market conditions' effect on the pay TV business. The survey will cover the following key issues:

  --  Current pay TV subscriptions, length of tenure, and selected providers
      (cable, satellite, telco)
  --  Primary decision drivers for selecting current pay TV providers
  --  Churn drivers and reasons for leaving previous providers
  --  Satisfaction levels with current services across various criteria such
      as price, channel choices, dependability, and customer care
  --  Interest in advanced services such as DVR, VoD, interactive TV, and
  --  Multiservice bundling, plans to change providers, and likelihood of
      selecting a telco for TV service

  --  Internet video preferences

TelcoTV provides a comprehensive overview of the changing telecom video landscape, with presentations delivering meaningful insight into, and analysis of, the evolving world of entertainment convergence, plus more than 100 exhibitors showcasing the latest solutions and products for the IPTV and video markets. It is a joint production of Light Reading and NTCA. This year's event will be held November 10-12, 2009 at the Orange County Convention Center, Orlando, Fla. For further details visit: http://www.telcotvonline.com/.

About Light Reading

Founded in 2000, Light Reading (www.lightreading.com) is the leading online media, research, and focused event company serving the $3 trillion worldwide communications market. Lightreading.com is the ultimate source for technology and financial analysis of the communications industry, leading the media sector in terms of traffic, content, and reputation.

Light Reading's research arms, Heavy Reading and Pyramid Research, provide the most comprehensive communications research, market data, and technology analysis in close to 100 markets around the world. Light Reading produces almost 20 targeted communications events including TelcoTV, Ethernet Expo New York and Ethernet Expo London, The Tower Summit @ CTIA, and Optical Expo, as well as focused one-day events tailored for cable, mobile, and wireline executives. Light Reading was acquired by United Business Media in August 2005, and operates as a unit of TechWeb.

About TechWeb

TechWeb (www.techweb.com/aboutus) the global leader in business technology media, is an innovative business focused on serving the needs of technology decision-makers and marketers worldwide. TechWeb produces the most respected and consumed media brands in the business technology market. Today, more than 13.3 million* business technology professionals actively engage in our communities created around our global face-to-face events Interop, Web 2.0, Black Hat, and VoiceCon; online resources such as the TechWeb Network, Light Reading, Intelligent Enterprise, InformationWeek.com, bMighty.com, and The Financial Technology Network; and the market leading, award-winning InformationWeek, TechNet Magazine, MSDN Magazine, Wall Street & Technology magazines. TechWeb also provides end-to-end services ranging from next-generation performance marketing, integrated media, research, and analyst services. TechWeb is a division of United Business Media, a global provider of news distribution and specialist information services with a market capitalization of more than $2.5 billion.

*13.3 million business decision-makers: based on number of monthly connections

About United Business Media Limited (www.unitedbusinessmedia.com)

United Business Media Limited (UBM) is a global media and marketing services company that informs markets and brings the world's buyers and sellers together at events, online, in print, and with the information they need to do business successfully. UBM serves professional and commercial communities, from IT professionals to doctors, from journalists to jewelry dealers, from farmers to pharmacists around the world. UBM employs more than 6,500 people in more than 30 countries. UBM's businesses operating in the US include CMPMedica, Commonwealth Business Media, Everything Channel, PR Newswire, RISI, TechInsights, TechWeb and Think Services. UBM is listed on the London Stock Exchange (UBM.L) and has a market capitalization of $1.6 billion.

About NTCA

The National Telecommunications Cooperative Association is the premier association representing more than 580 locally owned and managed telecommunications cooperatives and commercial companies throughout rural America. NTCA provides its members with legislative, regulatory, and industry representation; meetings; publications and educational programs; and an array of employee benefit programs. Visit us at www.ntca.org.

  Cathi Lane
  The Zonic Group
  (831) 480-2312-7878

First Call Analyst:
FCMN Contact:

SOURCE: Heavy Reading

CONTACT: Cathi Lane of The Zonic Group, +831-480-2312-7878,
clane@zonicgroup.com, for Light Reading

Web Site: http://www.heavyreading.com/