BBC On-Demand Services PVA Qualitative Research Report 29 November 2006 Contents 1. Background………………………………………………………………….……..4 2. Objectives, Methodology and Sample………….……………………………6 3. Executive Summary………………………………………………………………9 4. Research Findings - What shaped the responses ………………………11 4.1 Lifestage & household dynamics as a key determinant of attitudes…12 4.2 Consumers’ attitudes to media………………..…………………………………..16 4.3 Consumers’ attitudes to technology…………………………………………….25 4.4 Consumers’ attitudes to the BBC…………………………………………………27 5. Research Findings - Responses to the concepts………………………31 5.1 Overall response to the services……………………………….…………………32 5.2 Seven day catch-up TV over the Internet………………………………….…35 5.3 Seven day catch-up TV over cable………………………………………………39 5.4 Non-DRM audio downloads over the Internet…………………………….…42 5.5 Simulcast TV over the Internet……………………………………………………46 5.6 Impact………………………………………………………………………………………49 5.7 Quality and Distinctiveness…………………………………………………………51 6. Recommendations………………………………………………………………53 7. Appendix………………………………………………………………………..…55 7.1 Sample Definitions……………..…………..……………..………55 7.2 Stage A (Micro)…………………………………………………….55 7.2.1 Stage A Sample…………………………………………………………55 7.2.2 Stage A Pre-task………………………………………………………56 7.2.3 Stage A Discussion Guide……………………………………………56 7.2.4 Stage A Stimuli……………………………………………………………59 7.3 Stage B (Macro)…………………………………………………….62 7.3.1 Stage B Sample……………………………………………………………62 7.3.2 Stage B Discussion Guide……………………………………………62 7.3.3 Stage B Stimuli…………………………………………………………65 BBC On-Demand Services PVA Sparkler 7.4 Stage C (Meta)……………………………………………………66 7.4.1 Stage C Sample…………………………………………………………66 7.4.2 Stage C Discussion Guide……………………………………………66 7.4.3 Stage C Stimuli…………………………………………………………70 BBC On-Demand Services PVA Sparkler 1. Background On January 1 2007 the BBC Trust will replace the BBC Governors. This change will herald the arrival of the Public Value Test (PVT). This is the means by which the BBC Trust will assess whether changes to BBC services proposed by BBC Management (whether new services or significant changes to existing ones) increase public value. Based on the results of the PVT, the Trust will ultimately decide whether the proposed changes should proceed or not. The PVT consists of 2 elements: -Public Value Assessment (PVA): undertaken by the BBC Trust -Market Impact Assessment (MIA): undertaken by Ofcom The PVA for New On-Demand Services This research project concerns a number of new ‘on-demand’ digital consumer services. These services are intended to embrace the ‘new world order’ of digital consumer services, and have been developed by BBC Management as a broad response to the digital media explosion, but also as a specific response to the outputs from Creative Futures. The new on-demand services lined up for launch include: -Seven day catch-up TV over the Internet (‘iMP’) -Seven day catch-up TV over cable (‘video on demand’) -Simulcast TV over the Internet (‘streamed TV’) -Non-DRM audio downloads over the Internet (‘podcasts’) BBC On-Demand Services PVA Sparkler For each of the above, BBC Management has provided evidence (including trial data) to support its view that they will increase public value. The next step, therefore, is for the Trust to undertake a PVA. In undertaking this, the Trust are particularly keen to investigate the new service proposals in the context of their ability to deliver ‘impact’ and ‘quality and distinctiveness’. To this end, Sparkler has been commissioned to conduct a qualitative audience research project, as an independent and impartial evaluator. BBC On-Demand Services PVA Sparkler 2. Objectives, Methodology and Sample As indicated above, our overriding objective was: To provide the BBC Trust with independent audience insight into the potential for these new on-demand offerings to deliver public value. More specifically, we aimed to assess the new on-demand services in the context of two of the four key drivers of public value namely: -Impact To what extent would the proposed offerings deliver clear consumer benefits? To what extent would the proposed offerings help society as a whole ie deliver ‘citizen benefits’? - Quality and Distinctiveness Which elements of the services are the key drivers of quality perceptions? To what extent are the proposed services different to others available? …and what are the drivers of this distinctiveness? In answering these questions it was also important to understand the roles of -the BBC brand overall -specific relevant BBC brands (in particular bbc.co.uk) -the nature (and volume) of the possible/desired BBC content available It was also important to understand the value the audience places on the distinctiveness – would it be right for the BBC to invest in a service that was similar to other services already offered by commercial operators? BBC On-Demand Services PVA Sparkler Our Approach We proposed a triangular qualitative methodology, evaluating responses to the services from three perspectives – the ‘micro’, the ‘macro’ and the ‘meta’. In detail: -The Micro – the most specific of all: focus on a detailed flavour of when/where/how these services might actually be used -The Macro – slightly less specific than The Micro: focus on gaining straight responses to the concepts and a gauge to likely usage -The Meta – the broadest possible perspective: focus on understanding whether the BBC should offer these services in the future The proposals submitted by BBC Management focused on technologically savvy early adopters. In assessing ‘public value’ the BBC Trust were keen to gauge responses to the services from the ‘public’ in all its guises – from the most to the least advanced. This was important in shaping our approach. In terms of the sample therefore, we sought to cover a broad spectrum of consumers. This involved splits according to: -Age: 18-25, 25-34, 35-54, 55-70 -Sex: male or female -Class: ABC1 or C2DE -Type of TV package: terrestrial vs Freeview vs cable vs Sky vs Sky+ -Type of Internet package at home: broadband vs dial up vs none -Relationship with the BBC: ‘Fans’ vs ‘Indifferent’ vs ‘Anti’ (Definitions of these variables can be found in the Appendix) BBC On-Demand Services PVA Sparkler It is worth noting at this point that some flexibility in the specification was demanded due to the short notice for the recruit. In a couple of instances we were forced to relax quotas on TV packages and social grade. These are highlighted in the Appendix. The research was conducted across the UK (including Scotland, North Ireland, and Wales) between 8 and 20 November, 2006. See Appendix for the samples, and also the stimuli, pre-tasks, and discussion guides used for each stage in detail. BBC On-Demand Services PVA Sparkler 3. Executive Summary Consumer responses to the 4 on-demand services we tested were shaped by four critical contextual factors: lifestage and household dynamics, attitudes to media, attitudes to technology, and attitudes to the BBC Overall, there was little surprise at these services. In some form or other, it was felt that they had been seen before; as such they were seen to be safe advancing steps rather than revolutionary in their intent. This was seen to be a fit for the BBC and its remit as an organisation responsible to its licence payers and one which cannot afford to throw itself into technological innovation at any cost. In terms of Impact, some of these services had greater consumer benefits than others, though all delivered in some way to consumers’ needs for more control over their media worlds. The ‘7 Day Catch Up Over Cable’ was the service that delivered best to this need. The Internet based services were limited in their appeal primarily because of how the Internet is perceived as a platform. In particular, there was little indication that people are ready to embrace the idea of watching TV online. This seemed to be a big barrier. Looking at the citizen benefits, above all it was the notion that the BBC could promote British values that was perhaps best served by these services. In terms of Quality and Distinctiveness, it was clear that perceptions of quality were informed both by the BBC’s reputation (which tended to be positive)) and people’s past experience of similar technology as described in these services (which tended to be negative). Ultimately though, quality is informed by the content carried by the services and it is this which will determine their success. BBC On-Demand Services PVA Sparkler Distinctiveness was not seen to be that vital to the success of these services. A differentiated offering from the BBC is less important certainly than a high quality offering. Although the BBC should be seen to be competitive and moving at pace in the world of media, as an organisation that is run on licence fee payers’ money, its determination to stand out and lead the field should be tempered by its responsibility to deliver quality content to its audiences. Of the services we looked at, ‘7 Day TV Catch Up on Cable’ is the service that meets most needs in a way that will easily slot in around and enhance people’s current media consumption. In the short-term it would be advisable to invest in this service. Based on our findings, it should enable current BBC ‘fans’ to watch more of what they want, when they want, and should also provide an opportunity for non-consumers of BBC content to discover something they might like. It may be that a small proportion of non-cable customers will convert to take advantage of this service, however initially it would seem the real downside of this service is in the limited reach of its platform. There is much more moderate demand and need for any of the Internet-based services. These will require a step-change in perceptions of how the Internet can be used as a platform for entertainment (and specifically, TV) content. BBC On-Demand Services PVA Sparkler 4. Research Findings – What shaped the responses It is impossible to see consumers’ responses to the services in a vacuum. In reality, how people responded to them was shaped by a number of contextual factors, in particular their inherent attitudes towards, and relationships with: - Media: the respective roles various media currently play in consumers’ lives -Technology: ability/willingness to embrace technological change - The BBC: its role as a public service organisation Overlaying this context was a further, critical factor: - Lifestage and household dynamics: the effect of individuals’ personal circumstances in shaping their media lives & attitudes to media/technology In setting the scene for people’s responses to the proposed services, it will be important to first explain and explore these broader contextual factors. BBC On-Demand Services PVA Sparkler 4.1 Lifestage and household dynamics as a key determinant of attitudes -Different lifestages have different relationships with the media Lifestage also has an undeniably massive effect on individuals’ needs from media. For those who work, TV is critical to their relaxation time and is strongly associated with the living room, the sofa, and an utterly comfortable environment. This is their ‘wind-down’. They rely heavily on their favourite programmes to fulfil their evenings. Daytime viewing is rare. For mums at home, the TV may be dominated by kids during the day. It becomes their salvation in the evenings. “You just automatically associate the TV now with relaxing and chilling out…you need to after having a hard day at work” Male, 26 yrs old, Nottingham Broadly speaking, older consumers (retirees) have less time for media. Their entertainment repertoires tend to be broader and go beyond media. It becomes less important in the overall mix of what they do with their time. It seemed that they may regard time as more precious than younger consumers and may be more likely to regard time soaking up media as wasted time. Equally, they seemed less ‘bothered’ about media and advances in technology than younger groups. This is not to say they are not interested or that they don’t benefit, simply that they do not regard it as a priority in their lives. From a behavioural perspective, it was evident that some older consumers have more fixed routines. In fact, TV helps define and structure their days. In this sense it seemed that some older consumers can be more reliant on schedules. Also, their sense of loyalty to the family unit is greater than their need to watch BBC On-Demand Services PVA Sparkler what they want, so they will end up watching what their partner/children are watching. -Different household dynamics lead to different individual needs Every household is different and, in all but lone households, they are characterised by a range of different stresses and strains as people meet both individual and collective needs. Almost inevitably, the more people there are in the household, the more complex the dynamics. Crucially, in assessing the likely response to possible media technologies this has to be factored in. -Family dynamics are the most complex of all Of the people we spoke to the role of lifestage and household dynamics was no more acute than in the case of families with teenage children. From what we saw, many of the daily strains faced by these sorts of families actually revolve around issues of media and technology – who has the remote of the main TV? Why has x been on MSN Messenger (on the household’s only computer) for 3 hours while the sun’s shining outside? As such, responses to any proposed media-tech services are likely to be in the context of meeting needs particular to family/household circumstances. -Decision-making on media consumption is rarely autonomous In practice, only a select few people act totally autonomously in the world of media-tech. The reality is more tied to the pushes and pulls of household decision-making -as much about compromise and discussion as the single- minded selfish pursuit of personal happiness. BBC On-Demand Services PVA Sparkler - To some, media and technology are seen as at least partially responsible for the breakdown of the traditional household The rising role of media and technology in relationships is not thought to be an unequivocally good thing. Some mothers we spoke to were particularly vocal about how the arrival of the internet, multi-channel TV etc was driving their family apart – not just because it was a source of tension, but also because it was physically meaning that family members spent less time together as individuals sought to meet their own personal needs, often on their own. “It’s becoming increasingly difficult to spend together as a family, everybody wants to do their own thing that they enjoy… And as a mother, you don’t really want to say no” Female, 39 yrs old, Cambridge Beyond the cut and thrust of modern family life, it is not as if other households are not without their own stresses and strains when it comes to media-tech. It is not uncommon, for example, in older retired couples for the man to be spending increasing amounts of time on the Internet. On a similar note, we saw younger couples who whilst wanting to spend time together after a hard day at work, find they have to work hard to find a suitable programme (perhaps ironically, in a digital world of more choice) to satisfy both. - Most households observe clear and simple ‘spatial’ rules about the location of media and technology devices There are spatial ‘rules’ at play in all households. The majority of households have a clear (and traditional) delineation of space – a sitting room containing a large TV with furniture configured around it encouraging shared viewing. Beyond this it is pretty usual to have TV sets in the kitchen, main bedroom and kids’ bedrooms. BBC On-Demand Services PVA Sparkler The spatial rules of the game when it comes to computers with Internet access are less clear cut, especially as households in general have fewer, often prompting more compromise/tension. In general, the majority of people we spoke to had a computer with internet access either somewhere in the shared space (eg sitting room) or in a study/individuals bedroom. Perhaps not surprisingly, in these rooms the computer was located on a desk or table with a single hard chair in front of it, clearly designed for use in a solitary way. Again the specific locations of these technologies within the house has a bearing on people’s responses to the proposed media-tech services. BBC On-Demand Services PVA Sparkler 4.2 Consumers’ attitudes to media Again, this is valuable context which sets the scene for people’s responses to the proposed services. At a headline level, there were 2 important contextual findings: -Time spent consuming media: despite the explosion of media/content available, people have no more time to consume it than they did before -Interest in consuming media: in the grand scheme of things, there are more important things in the lives of the vast majority of the audience than TV and the Internet – they have families, friends, hopes, fears etc which make TV and the Internet seem trivial. For the vast majority of our sample, missing a TV programme is not the end of the world! As we focus on the roles of individual media, these facts must be borne in mind. TV It was evident in all of our research that TV was the medium which naturally dominated conversation. Broadly speaking, TV is the most prevalent and well- known medium of all, and is consumed relatively heavily by all. - TV is the ‘entertainment’ medium Above all, TV was the medium that was most strongly associated with entertainment. In fact, this was widely deemed to be its fundamental role, which helped set it apart from other media. Although still thought of as an essentially passive medium, it demands viewer involvement. The highly visual aspect is obviously a huge factor in this, and certainly allows TV to be seen in a very different light to radio, for example. But it is also the variety and choice BBC On-Demand Services PVA Sparkler available that has propelled TV to an almost unassailable position as media’s ‘entertainer’. - TV is the ‘social’ medium TV was strongly associated with family entertainment, by virtue of the typical ‘main TV’ in the living room. As such, TV was seen by most as a typically social pursuit; it is usually associated with being watched side-by-side with others. For some, it was a kind of social glue that brings families together. “We often have a conversation and a laugh about a programme…you’d probably have little to talk about otherwise” Male, 23 yrs old, Bristol -In reality, solitary viewing is commonplace It was also striking however, that all of the people in our sample had more than one TV in their homes – it was common for households to have 4-5 TVs in various rooms. The obvious implication of this (as outlined above) is that consumption of TV content goes on beyond the living room and beyond the core social space in the home. Despite the strong association with a social setting, in reality a lot of consumption is in fact solitary. This could be seen across all family types, from young families to older empty-nester couples. A key reason behind this is that people have difficulty in finding suitable compromise viewing. This is especially the case for multi-channel households and much less the case for terrestrial households. BBC On-Demand Services PVA Sparkler - The rise of multichannel TV is seen as at least partially responsible for the rise of solitary viewing For many multi-channel households, the explosion in choice means different family members are more likely to find channels/programmes tailored to their divergent needs. And they ally themselves individually to these channels/programmes. It followed that within our sample, it was often the case that Dad would watch Top Gear in one room, whilst Mum would watch a different programme in another room, and the kids would watch yet another programme in yet another room. The typical TV in the living room can unite families, but in some ways the multi-channel world has led to less social viewing and less social connection between individual members of households as a result. “He wants to watch Sky Sports and I want to watch Eastenders… so we end up having to take turns. On the odd occasion, I make the tea whilst watching the TV in the kitchen” Female, 28 yrs old, Nottingham - TV ‘ennui’ is spreading It was interesting to see that many in our sample were almost begrudging of the importance of TV to their lives. It seemed that many considered TV to be an easy ‘trap’ to fall into. It could be seen to be a ‘low-rent’ medium, disliked as much as it was watched. People were compelled by TV but not necessary happy to be so. This was not just about people’s relationship with the TV, but was a reflection for the state of their lives in general. The fact that they resent the TV reflects a deeper dissatisfaction with not being able to find, or not having the will to find, something ‘better’ to do with their time. BBC On-Demand Services PVA Sparkler Part of this is simply a sense of ‘ennui’ with the content offered on TV. This seems to have been a significant side effect of the multi-channel explosion. More channels means more choice, but increasingly people are finding it harder to navigate these channels, and in particular, are finding it harder to find quality. Specifically, the sheer amount of ‘Reality TV’ and the culture of celebrity that prevails on our screens was seen by many to lack quality and to be a slur on the medium. “It feels like they are struggling to fill the channels so they just put these phone-in competition programmes on” Female, 65 yrs old, Londonderry Overall it seemed that people, despite being heavy consumers of TV, were not in love with TV as a medium. Most have developed coping strategies in order to get the most out of what is seen as a flawed medium – because for many, it was felt to be a struggle to get what they want from TV. “There are too many channels – so you catch what you can, when you can.” Male, 53 yrs old, Newcastle -Consumers are seeking to regain control of their TV worlds The only exception to this was those with Sky+ who were quick to say how much it had changed their lives. Specifically it seemed to have helped them make their viewing more efficient – specifically when it came to dramas and series – saving them from missing episodes. It also did not go unnoticed by these people that they had become the curators of their own TV schedules. For the rest of our sample, the idea of regaining control of their TV worlds was one that came up time and time again. For some, a case for simplification of the viewing options is desired, even if this means actually taking away some of the BBC On-Demand Services PVA Sparkler choice that the multichannel world affords them. For others, a better way to navigate their viewing options is sought. For most, the benefits of Sky+ could be appreciated, although the price of this service currently prohibits widespread adoption. Taking a step back, many saw this desire to regain control of their TV worlds as congruent with a desire to regain control of their lives! As part of the aforementioned ‘ennui’ with TV, there was evident resentment from consumers that their lives have to be arranged around it; in an ideal world they would arrange TV around their lives. -Terrestrial content provides a safe haven for all Across the board, despite the arrival of multi-channel TV and Sky+, it was notable how the traditional terrestrial channels (ie BBC1 – five) and their offshoots (eg E4) dominated people’s behaviour. (Indeed the ‘offshoots’ success often relied on merely offering terrestrial content, only time shifted.) This is not just about habitual behaviour; in a world where the variety of channels confuses and the quality of the content is variable, the terrestrial channels provide a refuge. Here, it is thought that content is more likely to be entertaining, broadly relevant and of good quality. This is also where people felt they were most likely to find suitable compromise viewing. “I always flick through the terrestrial channels first to see if there is anything worth watching, then I’ll go onto some of my favourites on Freeview like ITV3” Female, 54 yrs old, Londonderry BBC On-Demand Services PVA Sparkler THE INTERNET Although TV is clearly the predominant medium of the modern age, we heard plenty from our sample to suggest that the Internet is a real challenger for people’s time with media. - The Internet is an increasingly popular alternative to TV Many in our sample had Internet in their homes and used it regularly; it is fast becoming part of the furniture of the everyday living room, quite literally. For others however – typically older/female – the Internet fails to play a significant role in their lives. In our sample, dial up users are as good as non-users of the Internet – unsophisticated and apathetic as to the possibilities. For more technologically advanced groups, the Internet is becoming firmly regarded as an alternative to TV viewing (especially for the young). Interestingly, though this is not because it meets the same needs as TV. For many time on the Internet is not about entertainment, but activities such as banking, shopping, communicating and of course, information hunting. Peoples’ views of the Internet are still strongly shaped by its roots in text; the Internet is primarily viewed as a ‘resource’, mainly for information. This is not to say that people do not glean enjoyment and satisfaction from the Internet, but as yet, it is far from entertainment. “I mainly use the internet for shopping and, booking holidays and tickets…I also use it to look up train times or to see what’s on at the cinema” Female, 28 yrs old, Nottingham BBC On-Demand Services PVA Sparkler Even where the Internet does concern entertainment, it is not generally perceived as a deliverer of entertainment. It is more a resource from which entertainment can be gathered, but not for immediate consumption. -Advances in technology have not truly advanced the Internet’s status as an ‘entertainment’ medium For most people, shifts towards image and video-based online content (as opposed to purely text) have not resulted in a real shift in perceptions of what the role of the Internet is. Certainly, as a mode of delivery for entertainment content, it would seem that the Internet is still in its infancy. The younger respondents amongst our sample are perhaps an exception to this rule; they find it difficult to remember the days without the Internet, hence it plays a fundamental role in their lives in all its forms. We heard them talking about music and movies on the Internet but although they were downloading movies on the Internet, they were then burning them onto disc and watching them on TV through their DVD player. Ultimately, where the Internet does deliver entertainment, it does so only for a small number of people – typically young and/or male. Only a limited number of our sample used the Internet for playing games, watching video clips or movies, and listening to music. -In the online world, solitary consumption is the norm It was striking that the Internet is also far more about solitary time, both in spirit and in the realities of usage. Usually, people were surfing the Internet alone. It is rarely something done with others. This further marks it as different to TV in how people consume it. Despite the evident trend towards solitary TV viewing, BBC On-Demand Services PVA Sparkler the medium itself still benefits from perceptions of sociability. A tentative conclusion here is that TV and the Internet are worlds apart in their roles, according to consumers, and what they are expected to deliver. RADIO In comparison to other mediums, say TV, the presence of radio in people’s lives was less obvious. -An habitual form of consumption It seemed that few people actively sought to listen to radio; where it did feature in people’s lives it tended to be as background noise, either at work or in the car. The only real exception is people’s to listen to the radio upon waking up in the morning and to hear the news. As a result, most people do not actively think about radio – it is consumed in a way that tends to be fairly passive and very habitual. This is not however to undervalue that radio has a well-defined and specific role to play in people’s lives. “I tend to listen to Chris Moyles in the car on the way to work to get me going for the day” Male, 20 yrs old, Bristol People did not see radio as having a huge role in the home, despite that some were increasingly accessing a wider range of channels through multichannel TV sets. This was true especially of our younger respondents. For the older respondents, radio served to fill certain time slots, again as background noise, when fulfilling other tasks such as gardening. BBC On-Demand Services PVA Sparkler “I tend to have it on to keep me company when I’m doing housework or pottering around” Female, 58, Bristol -A medium that lacks an appointment-to-listen Critically, within the context of the points above, it was clear that in the majority of cases, radio content is valuable only at the time of broadcast, it being perceived as live and ‘of the moment’. Radio is also typically consumed in a habitual, relatively unconsidered way. Few people had favoured programmes they regularly tuned in for – there was little notion of ‘appointment-to-listen’ in people’s radio worlds. This was less obvious of the older respondents, whereby some mentioned that special efforts were made to catch the Archers and Jonathan Ross. BBC On-Demand Services PVA Sparkler 4.3 Consumers’ attitudes to technology -People feel the future, here, now The big finding here was that everyone can ‘feel’ the future. The rate of technological change in the last few years is such that people now expect to see the future today and, as a result, it takes a lot to impress people. In general, people have an overall grasp of the trajectory of technological innovation – rise in internet as a platform, greater access to more content, greater flexibility in consumption of content. Put simply – more of what you want, when you want it. And anything that delivers this is just doing what’s expected, rather than anything out of the ordinary. “10 years ago, a mobile phone was a rarity, nowadays your laptop is out-of-date as soon as you buy it – there are new gadgets coming out all the time” Male, 38 yrs old, Cambridge -People are open to technological change, but remain wary There was also a sense that not all technological change is good. Past experience has taught people to be wary. More often than not, consumers are quick to question the end benefit of a technological advance. Here we saw broad differences by technological inclination. For the less advanced there is definite resistance to technology. They can feel overwhelmed by what’s out there and the rate of change. These people were typified in our sample by their lack of Internet usage (and advanced lifestage). BBC On-Demand Services PVA Sparkler “We don’t really need to take up all this new technology – we’ve managed so far, we’re too old, we’ll leave it to the younger ones” Female, 53 yrs old, Bristol For the majority however, there was openness to technological advances (you can’t stop it, so you may as well make the most of it). Although wary of new developments, people are not fearful. Once evaluated and considered to be of benefit, new technologies tend to be welcomed. For this majority, technological change largely indicates more choice, more access and greater quality. -Ultimately it is the content carried which is king More often than not, the end benefit of any new technology or technological advance is ultimately attributable to content. From what we heard, advances in technology alone are not enough to impress and compel adoption. It will always fall on the content that is carried to make the case for the carrier technology. This attitude was common across all audiences and provided a context for how all of the on-demand service concepts we showed consumers were judged. BBC On-Demand Services PVA Sparkler 4.4 Consumers’ attitudes to the BBC Attitudes to the BBC and perceptions of its role were a clear determinant on how positively people responded to the concepts. -For an increasing majority, the BBC is seen as a multimedia force To most people, the BBC is broadly seen as a genuine multi-platform media organisation with a diverse spirit and reach. It is expected to be up to speed with innovation in media across various platforms including TV, radio and the Internet. In this sense, the BBC can also be seen to have some kind of remit to be involved with technology. In fact, for most consumers, the distinction between content and platforms/technology is not clear anyway; it is all bound up together and overlaps. -For a few, the BBC is seen predominantly as a terrestrial TV broadcaster For a few people however, the BBC is still firmly equated with terrestrial TV broadcasting. For these people, the scope of the BBC, its remit and its reach are seen to be more limited. The advent of new BBC channels, BBC online and other such services is seen to be peripheral to what remain the core competences of the BBC – its terrestrial channels BBC1 and BBC2. This view of the BBC is of a less dynamic and potentially slightly dated ‘institution’, which impacts heavily on views of what the new on-demand services could offer. Unsurprisingly perhaps, these people tended to be those with terrestrial TV packages only and less likely to be active users of broadband Internet services. BBC On-Demand Services PVA Sparkler - The BBC: a ‘feelgood factor’ However it is seen, the majority of our sample felt positively towards the BBC. It should be noted that within this however (and consistent with previous research), some are reluctant to endorse it at an organisational level (traditional, slow), yet credit it with content they feel particularly positive about (eg CBeebies, Planet Earth, Little Britain) and actually see it as making positive steps into the modern world (digital TV/radio and the website). “You watch things like Little Britain and Match of The Day but you don’t always realise it’s the BBC” Male, 25 yrs old, Nottingham Stepping back, for everyone we spoke to, there are high hopes for, and trust in, the BBC to succeed in whatever it does next. -People expect the BBC to spend licence fees wisely The licence fee prompts many to assess the BBC’s activities in the context of ‘am I getting value for money?’ This seemed to matter most to those furthest from the BBC (most noticeably young, C2DE, males) who felt that the BBC offered relatively little to them, but that it should. This was predominantly seen in the context of delivering high quality and appealing content – on terrestrial TV. “I’m paying for a service that doesn’t give me anything back… I hardly watch anything on the BBC” Male, 24 yrs old, Bristol For these people, the role of the BBC was seen simply to ‘deliver to licence payers what they want’. For the majority however, such a sentiment was less evident, though there was a certain feeling that the BBC was using their money BBC On-Demand Services PVA Sparkler and should do so wisely. Investing in new, compelling content was seen to be the most obvious way to deliver to this. - The majority expects the BBC to act in the best interests of the nation The BBC is broadly seen to have a further remit beyond merely giving licence payers what they want: in many ways this adds up to a responsibility to act in the best interests of the nation. Within the fieldwork there were debates about what these ‘best interests’ are – for some (eg younger/downmarket groups), it was about defending British values in the face of an immigrant onslaught; for others (eg slightly older, more metropolitan/liberal) it was about defending freedom of speech and the free press in the face of capitalist (read Murdoch) invasion. The idea that the BBC should help foster notions of community was one that was slightly lost on these audiences however. In a nation as diverse as ours, it seems that this looks increasingly like a tall order and one that government, not the BBC, should be concerned with. - The BBC should be ‘keeping up’ with technology It was clear from our discussions that the BBC is seen by many to be a strong presence in the multimedia world, and necessarily so. As the representative face of British media, it is seen that it needs to be prominent, and as such, should be seen to be ‘keeping up’ with this world. However, despite that the worlds of media and technology are seen to be blurred by consumers (a distinction between the two can even confuse), there was more support broadly for the BBC to be making strides in the world of media than in the world of technology. This is partly due to the BBC’s heritage as a traditional BBC On-Demand Services PVA Sparkler media broadcaster and partly due to fact that licence payers feel they are paying primarily for content, not platforms. Nonetheless, most of our sample thought that the BBC should do its best to keep up where possible with advances in technology, especially where these help advance the quality of content. There seemed to be a line drawn between this approach and the idea that the BBC could be a ‘leader’ in technology however. The opinion of the majority of the people we spoke to was that in order to be a leader, an organisation needs to have ‘at any cost’ attitude. It was their opinion that the BBC cannot afford to have this kind of attitude. - Summary It seemed to us that though broadly liked and trusted, the BBC finds itself in a difficult situation with its audiences. On the one hand, it is demanded to be bold, brave and determined in keeping up with the world of media and technology. On the other hand, it is also demanded that the BBC be prudent with licence payers’ money. Pragmatism would seem to be the keyword here. The BBC needs to be seen to be brave and on top of the game when it comes to advances in media/technology and keeping astride of the competition, yet not at any cost. BBC On-Demand Services PVA Sparkler 5. Research Findings -Responses to the concepts To re-cap, we were looking to evaluate each of the concepts based on the criteria below: Impact (comprised of): -Consumer benefits -Citizen benefits Quality (including): -What elements of these proposals are imperative to the perceptions of quality? The amount of content made available; the range of content; or the technical aspects of the proposals, such as speed of download or picture quality? Distinctiveness (in terms of): -Sources of distinctiveness (where the distinctiveness arises from) -Degree of distinctiveness (the extent to which the content is distinctive) BBC On-Demand Services PVA Sparkler 5.1 Overall response to the services - There were few surprises here At a headline level, none of these technologies were especially surprising. As outlined above, the majority of the people we spoke to are aware of the trajectory of technology and these merely represent its current incarnation. These are not technologies of the future, but of the present -especially in the context of the ‘audio on-demand’ and ‘7 day catch-up on cable’, which some were both broadly aware of and consuming. - These services were seen to be a fit for the BBC’s remit For most, it was seen that rather than setting the BBC apart from the competition, it would successfully position it as part of the technological revolution, but not leading it. This fitted with people’s expectations of what the BBC’s approach to technology should be. For some, there was both an expectation that the BBC would be introducing these sorts of services and a slight disappointment (for some) that they weren’t already doing them. “You’d definitely expect the BBC to do this and keep up with the times… they need to really” Male, 38 yrs old, Cambridge For all, the services were seen in the context of making BBC content more available (whether in terms of platform or viewer defined times) and, as such, these services reflected well on the BBC, suggesting openness, broadening their consumer base and reaching out to touch all types of people. BBC On-Demand Services PVA Sparkler -Appreciation of the Internet as an ‘entertainment’ medium was ultimately limited Although these services were seen in the context of a remorseless technological trajectory, it wasn’t as if everyone were either fully in favour of this, nor saw themselves fundamentally embracing this new world order and changing their behaviour accordingly. In particular there were questions raised by many about the likelihood of the Internet (and computers) becoming key sources of entertainment content. As outlined above, many people see the worlds of TV and the Internet as far further apart than the technologies outlined here might assume/suggest -TV is a shared, relaxing, entertaining, ‘lean back’ experience; the internet/computer is a solitary, engaged, information-driven, ‘lean forward’ experience. For many, merging these worlds seems odd and this is compounded with the problems people have with their internet connections and the poor quality of the average computer screen. “It will possibly happen in the future but they’d have to make sure computers could cope with it all first and that everyone has access” Female, 27 yrs old, Nottingham -People’s current usage of technology defined their responses There was a general consensus that people had managed in life so far with ‘older’ technologies. As such, coping strategies were already in place to ensure that a particular programme wasn’t missed. These varied according to audience type, the genre of programme and platform. For example, a mother of three would record a soap on VCR to watch after the children had gone to bed; or a BBC On-Demand Services PVA Sparkler man travelling in a car would listen to the football on the radio until he reached a destination whereby he could switch to TV. It is also worth noting concerns raised in some quarters that these services were based on people’s access to/ownership of certain technologies (eg computer, broadband internet connection, cable). For those already feeling disenfranchised by the BBC, this was further evidence of the BBC favouring the ‘haves’ over the ‘have nots’. For terrestrial audiences (and those without broadband access in particular), their attitudes towards the BBC and its relationship with technology firmly shaped their responses to each of the new on-demand services. Certainly, notions of greater access being afforded to the masses were somewhat lost on these people. In fact, they could see the new services to be more restrictive than anything else. -It remains that content will be king Not surprisingly, people responded to the technologies broadly in terms of whether or not they valued having BBC content available in these new ways. To a large extent this depended on whether they valued current BBC content. From what we heard, it seems unlikely at this stage that these services would seriously entice new viewers/users. Although in theory more people could access the content, our sample suggested that they would have to know the content to want to find a new way to access it. On the flipside to this, the ideas were seen by a minority to be about more than merely accessing the same content through a different medium; they could be seen to be offering a route into new content via the removal of schedules. And if the content is deemed to be right, the technology may well be so too. BBC On-Demand Services PVA Sparkler 5.2 Seven day catch-up TV over the Internet Of the 4 services we looked at, it was this one that generated the greatest sense of excitement. It was seen to be the service that was the most novel and that made the greatest strides in terms of harnessing new technologies for the BBC audiences’ collective benefit. As a package it had genuine appeal to most audiences (with the exception of non-broadband users), though when unpicked, imperfections were evident. Summary PROS -BBC making content more accessible -A competitor for Sky+ -Greater control over what you want to watch and when -Can watch programmes that have been missed -Can watch programmes whilst on the move -Can watch programmes whilst abroad -No need for planning/recording (as per VHS) - Personalised library fits with Internet consumption behaviour - ‘Like this, try this’ seen to be helpful/empowering -Subtitles would help consumption where sound would be impractical -Links to further information fits with Internet consumption behaviour CONS -BBC making content accessible only to those with the right technology -Watching TV on the Internet lacks appeal -Further alienates household members from each other - Health hazards associated with watching a computer screen -7 day catch up/personalised library limited in scope BBC On-Demand Services PVA Sparkler - ‘Like this, try this’ limited in scope -Technical (quality) concerns In detail People are conscious of the value of being able to watch programmes they have missed without the need for planning/recording (those with Telewest Teleport were extolling its virtues). As such, it was seen to be the perfect technology for ‘did you see?’ moments in the office or big events eg soap awards where TV viewing has some sort of social currency or when returning from holidays. For some people, it served to heighten the freedom and choice already associated with the digital world. The service would allow flexibility; giving people the chance to consume TV on their terms. The TV schedule (deemed to be flawed by some) would no longer dictate viewing behaviour; instead the viewer would be in control. “It’s like taking a step into the future… you see it in the movies but we were never quite sure whether it’d happen in our lifetime…it’s quite exciting really” Male, 38 yrs old, Cambridge The additional elements to the service increased its appeal yet at the same time, questions were also raised as to the thought behind them. As an example, the concept of a personalised library was considered a good idea and fits with the Internet, although the storage time of 13 weeks did not warrant it to be called a ‘library’. The concept of ‘Like this, try this’ was considered to be unique by all, again questions were raised as to whether the BBC had a varied enough range of programmes to provide for this service. Subtitles were deemed a good idea and could mean content could be viewed at work, yet were not seen to be an innovation in itself. Links to supporting web-based content/information (eg info BBC On-Demand Services PVA Sparkler on programmes, presenters, actors) were seen to be in-line with the Internet’s current information usage but again, was not deemed to be original. As a package, the service was seen to be appealing although when placed under the microscope, flaws were evident. For some, the digital age brings with it a faster pace of life. As such, some thought the portability of the service could help those with busy lives to catch up with programmes whilst on the road (or even when abroad). It is worth noting however, that for most, this disagreed with perceptions of the TV viewing belonging in the family home. The real problem for many people with this technology is that, as outlined above, the worlds of TV and the internet/computers are seen to be miles apart. Why would you want to watch TV on your computer? On moral grounds, people questioned whether it was right to introduce such a service. Respondents voiced their opinions that there was more to life than ‘catching up on the internet’, feeling that it may have a detrimental impact on the family unit. At present, the computer is still deemed to be a solitary piece of equipment that alienates groups of people. Alongside this, people spoke of their concerns for the health hazards associated with sitting in front of a computer screen. The close proximity to the screen could potentially be damaging to people’s sight. Other negative aspects that were discussed concerned the technological problems that, in their eyes, would undoubtedly be encountered with technical equipment. It was here were concerns over ownership and access were most strongly voiced -not everyone can afford the latest computers. From experience, the watching video images on the Internet can be blighted by poor BBC On-Demand Services PVA Sparkler streaming. It is with this in mind that many had serious reservations about the quality of this service. Respondents also felt that a 7 day archive was a drawback with viewers wanting to access older content. The BBC archive is seen to be a vast and valuable resource and there were questions raised as to why this wouldn’t be made available. “Why can you only get access to the last 7 days? They show repeats of older stuff all the time and sometimes that’s the better stuff” Male, 62 yrs old, Stockport However, the service indicates a true progression in the technological world and potentially puts it in competition with Sky+. In addition, for the younger respondents, the service was seen to be in line with the changing face of the internet from information provider to entertainer. All in all, the appeal of the service to different audiences positions the BBC in a positive light. By offering a personal and tailored offering, the BBC was seen to be opening doors to a wider audience. For the younger audience, many of whom already download content off sites such as LimeWire, this service offers a legal way of accessing content. Potentially this could improve the reputation of the BBC, creating a more interactive medium for those less favourable of the broadcaster. However, for those without broadband access, it was seen that the BBC was in fact limiting its content to those with the requisite technologies. BBC On-Demand Services PVA Sparkler 5.3 Seven day catch-up TV over cable People tend to react most positively with concepts with which they are familiar. This service was received as such. Most of the people we spoke were conscious that such a service already existed and a few were actual users. As a result, the service had already been ‘tried and tested’ and was not considered a huge leap. “I used Pick of the Week when I missed an episode of something on BBC One…it was really good” Female, 39 yrs old, Bristol Summary PROS -Familiar concept to grasp -BBC making content more accessible -A competitor for Sky+ -Greater control over what you want to watch and when -Can watch programmes that have been missed -No need for planning/recording (as per VHS) -The natural place to access ‘TV content’ -Appeals to technophobes as well as technophiles CONS -Appeal limited by limited access to cable -7 day archive felt to be limited in scope -Navigation with remote control unwieldy - May add complexity to current behaviour rather than simplify BBC On-Demand Services PVA Sparkler In detail The positive aspects of this service mirrors those associated with seven day catch-up over the internet. The very drawback of a catch-up service on a computer monitor becomes cable’s strength as viewing is on still on the TV screen – for all, this is the natural place to access content, although for some, it was not seen to be as exciting as the internet proposition. An overriding advantage of the service is that it satisfies those technophobes who are not familiar with computers. The simplicity of the service could potentially open up its appeal to different audiences, allowing people to keep to their natural TV surroundings whilst requiring very little extra effort other than having to navigate another menu on screen. “You don’t have to move from the sofa and turn another piece of equipment on” Male, 45 yrs old, Glasgow People were quick to spot the advantages such a service could have to their current TV viewing. For one, it adds an extra 7 days of programmes on a continual basis for people to choose from. Recording and planning ahead would not be needed. Some of the respondents we spoke to had a theory of ‘you don’t know what you’ve missed until you’ve missed it!’, hence this service would allow people to make considered programme choices after its first showing. There was also some mention from Mums about the benefits of being able to re-watch educational programmes, typically shown early in the day, again with their children. This collection of positives won a few respondents over to suggest that they might consider switching to cable, especially when some compared costs with Sky+. BBC On-Demand Services PVA Sparkler However, this sweeping statement by some indicated a fundamental flaw for many – people must have cable in order to reap the benefits of the service. Although some have chosen to enter the digital world via other suppliers eg Freeview and Sky, others simply can’t receive cable in their area. As such, appeal would be ultimately limited, perhaps ironically, by technology itself. “You can’t receive Cable in this area so the service would be no use to us but I can see that it’s a good idea” Male, 19, Londonderry As with ‘Catch-up over the Internet’, a 7 day archive was felt to be short although people appeared to be more forgiving towards the service on TV, perhaps due to their familiar relationship with the platform and its capabilities. There were also points raised about navigation of such a service. Although it was seen that this service could help return control of their TV worlds to the viewer in some respects, in other ways it could prove difficult to control. Specifically, navigation of menus using remote controls is considered unwieldy, and hampered by frustrations over load times. We found that many who have satellite and cable have never in fact used an interactive service on their TV. People were aware of the complications in using this service, in trying to reschedule individuals viewing patterns -would you miss current TV whilst trying to catch up? As such, the service was seen to merely complement schedules and could never replace. This makes this service less distinctive when compared to the Sky offering. However, if a short-term impact is required from any of the services here, then this is the one that is most likely to ‘get people in’ and compel them immediately. BBC On-Demand Services PVA Sparkler 5.4 Non-DRM audio downloads over the Internet Most people we spoke to were aware of the existence of this type of service in some shape or form, either as an offering from the BBC or another provider. Summary PROS -An alternative way to access missed content -A way to access landmark speech-based content -A new way to access new, unknown content -Some already familiar with podcasts - Portability CONS -Little real demand (niche only) -No music truly limits appeal -Speech is not typically consumed by appointment/programme schedules not known -Little innovation perceived -Archive feature would add much more value -Technical concerns In detail Familiarity with this kind of service was, for most, borne out of the process of music downloading; hence the appeal was primarily with the younger respondents. However, this was not to say that the older respondents weren’t aware. BBC On-Demand Services PVA Sparkler “It would be really useful to track down an episode of the Archers if you missed it” Female, 58 yrs old, Bristol Due to the relative familiarity with the service and the perceived relative ease of use, many considered that it could provide another way to access their favourite programmes and was a great opportunity to catch specific broadcasts. It could also be useful as an introduction to content that they haven’t been privy to before, so an exploratory aspect was perhaps implied in this too. The respondents we spoke to mentioned numerous opportunities whereby this technology could be exploited for different audiences. These included language programmes, interviews with celebrities and landmark political debates. One female respondent mentioned how the technology was already being used at her university; entire lectures were downloadable to iPods and MP3 players. We saw that in downloadable content, a clear need and demand from the audience must be obvious to warrant the effort required. “I used it to download some bits off the Electric Proms just recently and it was really good… I listened to it in the car” Male, 24 yrs old, Nottingham Again, the portability of the service proved attractive, especially for those who frequently travelled or holidayed abroad; likened to reading a book for some. There were also suggestions that such a service would benefit people who were visually impaired. An initial downside of the service was the fact that the service was so familiar – it wasn’t really deemed to be a new innovation. The very fact that downloading was associated with music highlighted a further flaw of the service. Although people understood the issue of music rights, their BBC On-Demand Services PVA Sparkler disappointment with the service was still clearly evident. (Is there music content the BBC owns the rights to and could make available for podcast eg Live Lounge sessions?) “The only thing I download is music really… I use a file sharing programme and it can download almost everything” Male, 26 yrs old, Nottingham Certainly, speech has limited appeal for consumers, especially when associated with radio. Talk radio has never really taken off and most of the people we spoke to relied on the radio for music first and foremost. The truly crucial flaw in this was that radio does not tend to be consumed by appointment. Generally speaking, radio is all about channels, not programmes. As such, few were aware of programme scheduling on the radio. Consequently, respondents found little desire to ‘catch up’ on missed content. From what we heard, at best, older respondents tuned in for the Archers. For the younger respondents, although Chris Moyles was a favourite, his show was not deemed to be essential listening, and certainly not hours or days after airing. Moreover, there was some dissatisfaction that the speech-based content would not contain a BBC archive. More interest could be aroused in this kind of service – in an exploratory kind of way – if it contained such content as the commentary from the World Cup in 1966, the crowning of the Queen etc. The technical side to the service caused concern for some, especially the older respondents. Some thought that downloading content would create hassle and prove time consuming to partake. There was also the added implication of how much content an iPod or MP3 player could hold. For the older respondents BBC On-Demand Services PVA Sparkler especially, an old fashioned medium seemed a peculiar fit with newer gadgets on the market such as the iPod. Contrary to the overall lack of enthusiasm for the service, it must be noted that the young were open to the service and predicted that it would play a bigger part in their lives in the future. “I could see myself downloading comedies or commentary to a football game if it was available” Male, 18, Londonderry BBC On-Demand Services PVA Sparkler 5.5 Simulcast TV over the Internet Of all the proposals, this held the least appeal. Although it offered another access point for content the prevailing fact was that people found very little need for the service at present. Summary PROS -BBC making content more accessible -Can watch programmes whilst on the move/abroad/at work -Global broadcast to promote Britishness -A step forward in technology CONS -Very limited need in reality -BBC making content accessible only to those with the right technology -Watching TV on the Internet lacks appeal - Health hazards associated with watching a computer screen -Little time to watch at work -Towards a less productive, more anti-social society -Technical (quality) concerns - Internet lacks TV functionality for channel surfing In detail The critical flaw in this service was the lack of a need for it. Although on first glance the service appears to improve accessibility of TV content, most of the people we spoke to had multiple TVs at home and were never short of a screen to watch. BBC On-Demand Services PVA Sparkler “I suppose I’d try it if all the TV’s in the house were being used… but we have five!” Mum, 38, Cambridge Beyond this, there remains the fact that people are averse to watching TV on the Internet, for similar reasons as we have made for the ‘7 Day TV Catch Up Over the Internet’. Many suggested that some people might want to watch TV at work, especially for big events such as an important sporting occasion eg World Cup, Olympics or a big, unfolding news item. However, questions were raised as to who could actually afford to spend hours watching TV in the office, with suggestions from the younger respondents that a YouTube snippet of 3-4 mins was the maximum. In addition, this was seen to be potentially unhealthy for society – many repeated concerns that people would be less productive at work and more antisocial, and the nation would be less prosperous. As with ‘7 Day Catch-up Over the Internet’, portability was raised as a key positive aspect of the service, allowing commuters and travellers to watch TV on the move, either on a laptop or via a mobile phone, although again the need for, and take-up of, this was debatable. It was also mooted that this service could be made available across the world. While this raised eyebrows as to who paid the license fee, people considered that it would be a great way to promote all that was good about Britishness. And they assumed would be able to catch their favourite BBC programmes whilst on holiday, of course. Despite the broad apathy towards this idea, some of the younger respondents felt confident that the concept would eventually become the way of watching TV. BBC On-Demand Services PVA Sparkler In fact, many were aware that TVs that double up as internet monitors are available – but these are technologies which were currently deemed to be for the rich. “People have it already, once it starts becoming more popular, prices will fall and people like you and me will be able to afford it… it’s the cycle all new technology goes through” Male, 25, Nottingham Finally, the logistics of the service created further concern. On one hand, the service was perceived to be fairly easy to use with little time required for downloading. On the other hand, people thought it would be a hassle to log on and run, especially if viewing was spontaneous, as TV viewing often is. A bad connection leading to poor picture quality was another concern for many. This was often based on experiences with live streaming to date. “I’d be constantly panicking that the picture might cut out” Male, 54 yrs old, Wales Most of the people we spoke to thought that the service would initially appeal to only a very small audience. It was simply too advanced for today’s world. However, whilst some of our younger respondents felt that watching programmes on the Internet is just around the corner, this kind of vision feels different to what we tested. Whereas the ‘Simulcast’ idea as is current suggests a supplement to people’s current TV viewing behaviour, the future as hinted at by some of our respondents concerns a wholesale technological change. This will invoke different needs entirely and the response to this, we suggest, will thus be very different. BBC On-Demand Services PVA Sparkler 5.6 Impact An evaluation of how these services deliver impact should regard both the micro (consumer benefits) and macro (citizen benefits) effects. -Consumer Benefits In terms of the consumer benefits, it was clear that consumers had greater need for some of the services than others. Despite this, it could be argued that all 4 services delivered to a universal need for more control over their media worlds (and specifically their TV worlds). This was a need we identified early on in the research process. The ‘7 Day TV Catch Up over Cable’ was the service that delivered best to this need as it featured on a platform that people are currently comfortable with. The other services tested all had merit in outwardly having the potential to give audiences more control. However their location on the Internet meant that rather than being seen to increase control of people’s media worlds, ultimately they could be seen to add complexity. A new way of thinking about TV or radio consumption is not necessarily considered a simplification. Furthermore, the consumer benefits of all the Internet based services were limited by the audiences’ perceptions of the role of the Internet as a platform. There is little indication that people are ready for the Internet to make the transition from a platform that delivers ‘infotainment’ at best to one that delivers entertainment. TV content on the Internet seems to have limited appeal at this stage. All this should also be seen in the context of a general ‘ennui’ with TV. Three of the services we investigated featured a different way to access current TV BBC On-Demand Services PVA Sparkler content, much of which is seen to disappoint. For the more disenfranchised younger downmarket viewers in particular, new ways to access BBC content that they are currently dissatisfied with will not lure them in. -Citizen Benefits In terms of the citizen benefits, it was very difficult to get a clear steer on the perceived effects of these new on-demand services. One clear finding however was that media (and TV in particular) is in some ways implicated in the breakdown of the traditional household. Solitary viewing of TV seems to be on the rise according to those we spoke to, which leads to a less ‘social’ family unit. It was evident that 3 of the concepts we tested here, which were based on the Internet, would perhaps only exacerbate this situation. Other potential citizen benefits of these services ranged from ‘giving licence payers what they want’ to ‘promoting free speech and democracy’ and ‘fostering notions of community in a diverse Britain’. Above all, it was perhaps the idea that these services could ‘promote British values’ that was best served by the concepts, specifically the Internet-based services. With the Internet being a platform that is unrestricted by traditional national boundaries, the potential for (British) BBC content to be consumed by more people is clear. Unrelated to citizen benefits, it is worth raising here that being seen to give licence payers what they want could be a far less philosophical but nevertheless motivating benefit of these services. In doing this it would be seen to meet its most basic remit. In many ways, this is a hygiene factor for the BBC, but one that it needs to pay close attention to on a continuous basis. The response to the services we looked at suggested that what licence payers want ultimately is quality content. New ways to access content are all well and good, but the content they carry is what really matters to licence payers. BBC On-Demand Services PVA Sparkler 5.7 Quality and Distinctiveness -Quality A key driver of perceptions of quality for all of these services was experience with similar services. For the Internet-based TV services, experience of current streaming services tainted perceptions of the quality that could be delivered. Technological issues have been experienced in the past and are expected to be encountered with these new services too. The mitigating factor in these expectations was the role of the BBC brand. For all, the BBC is seen to be highly trustworthy and is expected to deliver quality in whatever it does. So whilst expectations of quality of all of these services are tainted with wariness based on previous experience, they are uniformly high. The real driver of perceptions of quality here was the content carried by the services. Ultimately it will be the content that will compel people to use these services, and if the quality of that content is high, then the services will be a fair way down the path that leads to success. In the case of the three TV content- focused services we looked at here, the level of interest in BBC TV content will determine how the services are appreciated. In the case of the ‘Non-DRM Audio Downloads over the Internet’, interest in the content was niche. Few people consider speech-based audio content to be vital, and the lack of music in any radio-derived offering would seem to be a barrier to interest in downloading radio programmes. BBC On-Demand Services PVA Sparkler -Distinctiveness Ultimately, our findings suggest that distinctiveness is not all that vital to the success of these services. Instead it will be the quality and usefulness of these services which will determine their fate. Why is this? The audiences we spoke to considered that it was not essential for the BBC to be different. Of more importance is the need for the BBC to be seen to be moving at pace at the head of the pack when it comes to the world of media. Having said this, it does not need to be a leader as it cannot afford to differentiate itself at any cost. The BBC should be up there and it should be competitive. In fact, it may be that the BBC should invest in services similar to those offered by competitor organisations. It needs to be seen to be competitive first and foremost. This does not truly lend itself to being distinctive. Novelty is not necessarily highly valued nor an indicator of likely success with the audience. BBC On-Demand Services PVA Sparkler 6. Recommendations From what we have seen, there is far more merit in some of these services than others. - Short Term The ‘7 day TV catch-up on Cable’ is a service the public feel ready to embrace (though of course is only really relevant to people who have cable). It is the only service here that truly meets a current need and was deemed to be ideal in launching the BBC into the digital world. Indeed, it is already available to Cable subscribers and we spoke to people who had used the service with success. This is a service that will fit with current behaviour and add value through helping people better control their TV worlds. The implications of how this service will expand the BBC audiences are relatively unclear. As far as we can see it, the likelihood is that: - ‘Fans’ of current BBC content will be enabled to watch more of what they like -Non-consumers of BBC content may chance upon content they are otherwise unable to view due to scheduling -A small proportion of non-cable package viewers may be tempted to switch to cable… however this is restricted by both access to cable in certain parts of the country and the fact that people will want more than just BBC on-demand to make the change/upgrade - Long Term For the long-term, recommendations are trickier to make with confidence. It is with confidence however that we would suggest that there is only moderate demand in the short term for any of the Internet based services. These require BBC On-Demand Services PVA Sparkler a step-change in perceptions of how the Internet can be used for ‘entertainment’ purposes; this step-change may only come with further advances in technology (eg widely available and affordable TV sets that double as PC monitors). Of these Internet based services, we would suggest that ‘7 Day Catch Up over the Internet’ represents the most exciting and useful innovation. The blend of the functionality of the similar cable-based offering with a library feature in keeping with the spirit of the web is potentially very compelling. If a step- change in perceptions of the Internet as an ‘entertainment’ medium occurs, this service will be the one that will reap the most benefit in terms of reaching a broader audience and reflecting well on the BBC as a forward-thinking media organisation. In our analysis it was evident that the ‘TV Simulcast’ and ‘Non-DRM Audio Downloads over the Internet’ are flawed concepts and only appealing to a niche audience with very specific needs. We would not recommend heavy investment in these advances. Overall, our recommendation is that the spirit of these new services needs to be one not of the BBC seeking to revolutionise its appeal with new technology, but one of the BBC seeking to add incremental value to the way people consume media content through access and control. All 4 of the services we looked at need to be finessed in order to appeal. There needs to be a real demand for the services in order to guarantee success. From what we have seen, this demand concerns itself predominately with the content on offer, be it AV or audio only. Thus, based on what we saw here, it should remain the primary objective of the BBC to deliver content people want. BBC On-Demand Services PVA Sparkler 7. Appendix 7.1 Sample Definitions In terms of people’s relationship with the BBC, all respondents were screened using the following question: “On a scale of 1 to 10, where 1 means extremely unfavourable and 10 means extremely favourable (or using any number in between) what is your general impression of the BBC?” They fit into the groups according to the following ratings: -Anti: ratings between 1-4 -Indifferent: ratings between 5-6 -Fans: ratings between 7-10 7.2 Stage A (Micro) -7.2.1 Stage A Sample 8 x 1.5 friendship paired depth interviews 1. Male, 18-24, C2DE, Sky, Broadband, Anti-BBC 2. Male, 35-54, ABC1C2, Terrestrial only, Internet access, Pro-BBC 3. Couple, 35-54, ABC1, Cable, Non-Broadband, Anti-BBC 4. Couple, 55-70, C2DE, Cable, Broadband, Neutral-BBC 5. Couple, 18-24, ABC1, Freeview/Top-Up TV, Non-Broadband, Pro-BBC 6. Couple, 25-34, C2DE, Sky Plus, Broadband, Neutral-BBC 7. Female, 25-34, ABC1C2, Cable, Internet access, Pro-BBC 8. Female, 55-70, C2DE, Freeview/ Top-up TV, non-broadband, Pro-BBC Please note: The quota for friendship paired depth 2 was relaxed from: BBC On-Demand Services PVA Sparkler 2. Male, 35-54, ABC1, Terrestrial only, Broadband, Pro-BBC The quota for friendship paired depth 7 was relaxed from: 7. Female, 25-34, ABC1, Cable, Broadband, Pro-BBC -7.2.2 Stage A Pre-task Each respondent was asked to keep a detailed media diary for the week before we spoke to them. In it, they wrote down all the media they used, what the used it for, where they used it, who they were with and the reasons they made their particular choices. This helped us understand their current behaviour whilst allowing us to identify how and where new services would fit into their everyday lives. -7.2.3 Stage A Discussion Guide Session Objective: To offer a detailed view as to the likely usage of the proposed services Intro and Warm-up (0 mins) · Welcome and thanks for coming · Explain the purpose of the session · Adherence to MRS principles · Ask respondents to introduce each other · What are your favourite TV and/or radio programmes Current media consumption (5 mins) Respondents to refer to diaries to help describe their media consumption · What do you consume across TV/Radio/Magazines/Internet · When do you consume these, why BBC On-Demand Services PVA Sparkler · How much does routine play in your consumption · What role do each of these media play in your life · What is the best thing about each medium, what do they deliver best · Which of these couldn’t you live without, why · What don’t you consume and why Advances in media (15 mins) · Does this look like your media world · Was anything surprising · Which advances have had the most impact on your life, how · How have these advances engaged you in new ways · How have these advances had impact in terms of entertaining you · How have these advances had impact in terms of educating you · How have these advances had impact in terms of informing you · What role does the Internet play in all of this · How do you see your use of the Internet in future · What are the wider implications of these services, if any Testing of new concepts from the BBC (25 mins) Moderator to present the 4 concepts on boards in turn (rotating for each group) & give each respondent note cards to jot down additional thoughts For each concept: · What are your first impressions · Does it sound like something that would appeal to you, why · Have you come across anything similar before · What do you see as the benefits of this service, why · What do you see as the negatives of this service, why · How new/ different is this compared to other services available, why · Who could you imagine using this service · When could you imagine it being used BBC On-Demand Services PVA Sparkler • Where could you imagine it being used • What do think would be the impact of launching such a service • How would it complement existing media consumption • How would it replace existing media consumption • (Use diaries as a reference) • What impact do you think it will have in terms of entertaining you • What impact do you think it will have in terms of educating you • What impact do you think it will have in terms of informing you · What are the wider implications of the service PROBE… • Will the service help deliver ‘citizen benefits’ • How can it help foster understanding and respect between communities • How can it help towards a better functioning democracy • How can it help towards a better educated, healthier, happier nation Repeat for each concept (15 mins each) The BBC brand (1hr 25 mins) Explain to respondents that the BBC is currently investigating the possibility of launching the 4 services previously discussed (show screengrabs) • What are your first thoughts • What are the positives of the BBC investing in such a service, why • What are the negatives of the BBC investing in such a service, why • Would it be right for the BBC to invest in a service that is similar to other services already offered by commercial operators • What would be the benefits over other providers Wrap up and Close (1 hr 30 mins) • Ask respondents to summarise their thoughts • Thank and close BBC On-Demand Services PVA Sparkler -7.2.4 Stage A Stimuli Concept 1 7 day TV catch up – over the Internet This service will allow you to search the last 7 days of various BBC TV programming online. Then, you will be able to download the programmes you want to your computer and watch what you want, when you want. • This service will be available primarily to broadband users • Around 70% of the BBC schedule will be available at launch, rising to around 80% by 2010 • Once downloaded, the files will be stored in your computers’ hard drive for up to 13 weeks, in which time you can access the material at any time • The TV programmes will be viewable on full screen • A ‘series stacking’ feature, whereby an entire series will be made available until 7 days after the final episode is shown, may form a part of this service • The TV programmes may also be linked to supporting web-based content/information (eg info on programmes, presenters, actors etc) Concept 2 7 day TV catch up – over cable This service will allow you to search the last 7 days of various BBC TV programming through your digital cable box. Then, you will be able to send the programmes you want to watch direct to your TV through your digital cable box. You will be able to watch these programmes immediately. • The programmes are not however stored in your cable box for later viewing BBC On-Demand Services PVA Sparkler • You could re-stream the programme to watch again within the 7 day window • Around 70% of the BBC schedule will be available at launch, rising to around 80% by 2010 • Users have 7 days from when TV content is broadcast to stream and view the content (it will not be stored for later viewing) • A ‘series stacking’ feature, whereby an entire series will be made available until 7 days after the final episode is shown, may form a part of this service • The current application will be limited to ntl, Telewest and Homechoice Concept 3 Streamed ‘real time’ TV – over the Internet This service will allow you to watch any of the BBC TV channels in ‘real time’ through www.bbc.co.uk • Numbers of users able to receive this service at launch will be very limited • Availability of the service will increase rapidly over time Concept 4 Audio on-demand – over the Internet This service will allow you to browse www.bbc.co.uk to select from a range of speech-based audio programmes (eg radio) and download these to your computer and then to your iPod or Mp3 device. • Availability of downloads will be limited by rights agreements • Archived audio not available – the service will be based on content going forward from launch • The range of programmes will increase over time BBC On-Demand Services PVA Sparkler • The files will be Mp3 based and will be able to be shared via P2P • A wide range of devices (iPod and similar) will be supported including Mp3 enabled phones Visual screengrabs of what the concepts could look like were also used to support concepts 1, 2 and 3. BBC On-Demand Services PVA Sparkler 7.3 Stage B (Macro) -7.3.1 Stage B Sample 8 x 1¾ hr mini-group discussions 1. Male, 18-24, ABC1, Cable, Broadband, Anti-BBC 2. Male, 25-34, C2DE, Freeview/Top-up TV, Broadband, Pro-BBC 3. Male, 35-54, ABC1, Sky Plus, Broadband, Neutral-BBC 4. Male, 55-70, C2DE, Sky, non-Broadband, Pro-BBC 5. Female, 18-24, ABC1, Freeview/Top-up TV, Broadband, Anti-BBC 6. Female, 25-34, C2DE, Sky, Broadband, Neutral-BBC 7. Female, 35-54, ABC1, Cable, Broadband, Pro-BBC 8. Female, 55-70, C2DE, Freeview/Top-up TV, non-Broadband, Pro-BBC -7.3.2 Stage B Discussion Guide Session Objective: To provide a view of the overall terrain. To gauge the likely response to, and usage of, the proposed services Intro and Warm-up (0 mins) · Welcome and thanks for coming · Explain the purpose of the session · Adherence to MRS principles · Ask respondents to introduce each other · What are your favourite TV and/or radio programmes Current media consumption (5 mins) Respondents to refer to diaries to help describe their media consumption · What do you consume across TV/Radio/Magazines/Internet BBC On-Demand Services PVA Sparkler · When do you consume these, why · How much does routine play in your consumption · What role do each of these media play in your life · What is the best thing about each medium, what do they deliver best · Which of these couldn’t you live without, why · What don’t you consume and why Advances in media (15 mins) · How have the media you consume advanced in recent years · What sorts of advances have had the most impact on your life · What have had the biggest impact on your life · How have these advances engaged you in new ways · How have these advances had impact in terms of entertaining · How have these advances had impact in terms of educating · How have these advances had impact in terms of informing · What are the wider implications of these services · How can these have bigger impact, for the nation · What is the role of brands in all of this · What do they want next, why · Who do they expect to do this · Who do they not expect to do this Testing of new concepts from the BBC (35 mins) Moderator to present the 4 concepts on boards in turn (rotating for each group) & give each respondent note cards to jot down additional thoughts For each concept: · What are your first impressions · Does it sound like something that would appeal to you, why · Have you come across anything similar before · What do you see as the benefits of this service, why BBC On-Demand Services PVA Sparkler • What do you see as the negatives of this service, why • How new/ different is this compared to other services available, why • What impact do you think it will have in terms of entertaining • What impact do you think it will have in terms of educating • What impact do you think it will have in terms of informing · What are the wider implications of the service PROBE… • Will the service help deliver ‘citizen benefits’ • How can it help foster understanding and respect between communities • How can it help towards a better functioning democracy • How can it help towards a better educated, healthier, happier nation Repeat for each concept (10 mins each) The BBC brand (1hr 10 mins) • What are your views of the BBC • What are your views of bbc.co.uk • What do you watch/listen to specifically • When do you watch/listen • How often do you watch/listen Explain to respondents that the BBC is currently investigating the possibility of launching the 4 services previously discussed (show screengrabs) • What are your first thoughts • What are the positives of the BBC investing in such a service, why • What are the negatives of the BBC investing in such a service, why • Would it be right for the BBC to invest in a service that is similar to other services already offered by commercial operators • What would be the benefits over other providers • Will the service help the BBC deliver ‘citizen benefits’ BBC On-Demand Services PVA Sparkler • How can these services help the BBC foster understanding and respect between communities • How can it help the BBC promote a better functioning democracy • How can it help the BBC promote a better educated, healthier, happier nation Wrap up and Close (1 hr 45 mins) · Ask respondents to summarise their thoughts Thank and close -7.3.3 Stage B Stimuli Concepts and screengrabs as used for Stage A (Micro) BBC On-Demand Services PVA Sparkler 7.4 Stage C (Meta) -7.4.1 Stage C Sample 4 x 3 hour 12 person FutureSpark sessions 1. Male, 18-29, C2DE, Sky, Broadband, Anti-BBC 2. Female, 18-29, ABC1, Cable, Broadband, Pro-BBC 3. Mixed, 30-49, ABC1, Sky Plus, Broadband, Neutral-BBC 4. Mixed, 30-49, C2DE, Terrestrial only, non-Broadband, Pro-BBC -7.4.2 Stage C Discussion Guide Session Objective: To understand in detail whether the BBC should offer these services in the future Intro and Warm-up (0 mins) · Welcome and thanks for coming · Explain the purpose of the session · Adherence to MRS principles · What is your favourite TV programme/website The changing media world and key players in it (10 mins) · What do you consume across TV/Radio/Magazines/Internet/Mobile · When do you consume these, why · What role do each of these media play in your life · What is the best thing about each medium, what do they deliver best · How much does routine play in your consumption · How has the world of technology changed in recent years · Which changes have had the most impact on your life, how BBC On-Demand Services PVA Sparkler • How have these changes engaged you in new ways • How have these changes had impact in terms of entertaining • How have these changes had impact in terms of educating • How have these changes had impact in terms of informing • What role does the Internet play in all of this • How do you see your use of the Internet in future • Who are the key players in the world of changing technology • What are they doing well • What are they doing not so well The BBC brand (25 mins) • What are your views of the BBC • What are your views of www.bbc.co.uk • What do you watch/listen to specifically • When do you watch/listen • How often do you watch/listen • What do the BBC do well, why • What do the BBC do less well, why • How different is the BBC to other media organisations (probe: in TV, radio, Internet) • How have you seen the BBC developing in recent years • How far has it come • How do you see the future of the BBC The BBC and technology (40 mins) Here we will split the group into 4 syndicates (3 people per group) and provide each group with a board. Each board will detail a BBC strategy, representing a potential approach to technological change: BBC On-Demand Services PVA Sparkler 1. THE BBC SHOULD BE AT THE VANGUARD OF TECHNOLOGICAL CHANGE, INVESTING IN THE DEVELOPMENT OF NEW TECHNOLOGIES AS A PRIORITY 2. THE BBC SHOULD FOLLOW OTHERS CLOSELY WHEN IT COMES TO TECHNOLOGICAL CHANGE, INVESTING IN NEW TECHNOLOGIESONLY WHEN THEY HAVE PROVED SUCCESSFUL FOR OTHERS 3. THE BBC SHOULD BE SELECTIVE WHEN IT COMES TO TECHNOLOGICAL CHANGE, ONLY INVESTING IN CERTAIN CORE AREAS 4. THE BBC SHOULD NOT INVEST HEAVILY IN TECHNOLOGICAL DEVELOPMENTS AND SHOULD FOCUS ON DEVELOPING BETTER CONTENT (eg TV/radio/websites) Each group will be tasked to ‘make a case’ for their particular strategy, with the following questions in mind · Is this typical/expected BBC behaviour (why, why not) · Why should the BBC behave like this · Why shouldn’t the BBC behave like this · What would be the positives of the BBC adopting this approach · What would be the negatives of the BBC adopting this approach Each group will then present their case back to the rest of the group (Respondents will be encouraged to ask questions and challenge the case) At the end of this session, each respondent will be given a star and asked to vote for their favoured strategy. The ‘winning’ scenario will be later used to help assess the new BBC concepts. The BBC’s missions (1 hr 15 mins) This next session will seek to gain an understanding of how people see the BBC in terms of its mission and remit. Again we will break the groups into their BBC On-Demand Services PVA Sparkler syndicates (the same as per the previous session). Each group will be presented with 4 prospective BBC ‘missions’ and will have to make the case for the ones they have. Each group will be tasked to ‘make a case’ for their chosen BBC mission, with the following questions in mind: · Is this typical/expected BBC behaviour (why, why not) · Why should the BBC behave like this · Why shouldn’t the BBC behave like this · What would be the positives of the BBC adopting this approach · What would be the negatives of the BBC adopting this approach Each group will then present their case back to the rest of the group (Respondents will be encouraged to ask questions and challenge the case) At the end of this session, we will discuss these as a group and identify a chosen BBC mission AND attitude to technology. This chosen scenario will then be used to help judge the new concepts against. BREAK (1 hr 50 mins) Testing of new concepts from the BBC (2 hrs) With the syndicates re-convened, the moderator will present the 4 concepts on boards in turn (rotating for each session). Each syndicate will have a template upon which to record their responses to the concepts. For each concept, the syndicates will have a few minutes to discuss amongst themselves before presenting their responses to the group. Areas to probe for each concept: · What are your first impressions · Does it sound like something that would appeal to you, why · Have you come across anything similar before BBC On-Demand Services PVA Sparkler • What do you see as the benefits of this service, why • What do you see as the negatives of this service, why • How new/ different is this compared to other services available, why • What do think would be the impact of launching such a service • How would it complement existing media consumption • How would it replace existing media consumption • What impact do you think it will have in terms of entertaining you • What impact do you think it will have in terms of educating you • What impact do you think it will have in terms of informing you • Does the service deliver to the notion of the BBC position on technology and its mission, as agreed previously Wrap up and Close (2 hrs 50mins) • Ask respondents to summarise their thoughts • Thank and close -7.4.3 Stage C Stimuli Concepts and screengrabs as used for Stage A (Micro) and B (Macro) In addition, there were boards detailing a BBC strategy and representing a potential approach to technological change: 1. THE BBC SHOULD BE AT THE VANGUARD OF TECHNOLOGICAL CHANGE, INVESTING IN THE DEVELOPMENT OF NEW TECHNOLOGIES AS A PRIORITY 2. THE BBC SHOULD FOLLOW OTHERS CLOSELY WHEN IT COMES TO TECHNOLOGICAL CHANGE, INVESTING IN NEW TECHNOLOGIESONLY WHEN THEY HAVE PROVED SUCCESSFUL FOR OTHERS BBC On-Demand Services PVA Sparkler 3. THE BBC SHOULD BE SELECTIVE WHEN IT COMES TO TECHNOLOGICAL CHANGE, ONLY INVESTING IN CERTAIN CORE AREAS 4. THE BBC SHOULD NOT INVEST HEAVILY IN TECHNOLOGICAL DEVELOPMENTS AND SHOULD FOCUS ON DEVELOPING BETTER CONTENT BBC On-Demand Services PVA Sparkler Shelana House 31-32 Eastcastle Street London W1W 8DN magnus@sparkler.co.uk, nick@sparkler.co.uk; yimen@sparkler.co.uk; BBC On-Demand Services PVA Sparkler