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28/08/2000
YOUTH WON’T PAY FOR ENHANCED TV
YOUNG viewers may not be prepared to pay for enhanced content on interactive television, a new survey reveals.
The survey, which will be a concern for broadcasters wanting to create revenue streams out of interactivity, was revealed by Flextech Interactive, General Manager, Ashley Highfield, who commissioned the study by research outfit Simons Priest and Associates.
The findings suggest that 16-24 year olds are unwilling to pay for enhanced content, but Highfield, who will take up his new post of BBC Director of New Media this autumn, said it was too early for the idea of paying for interactive television to be accepted.
Other findings of the study revealed that 16-24 year olds prefer on-demand services, buying CDs online and webcams, to on-line pop-up menus and auctions.
Reassuringly, young viewers voted overwhelmingly in favour of television rather than the personal computer as an e-commerce platform.
The survey, which will be a concern for broadcasters wanting to create revenue streams out of interactivity, was revealed by Flextech Interactive, General Manager, Ashley Highfield, who commissioned the study by research outfit Simons Priest and Associates.
The findings suggest that 16-24 year olds are unwilling to pay for enhanced content, but Highfield, who will take up his new post of BBC Director of New Media this autumn, said it was too early for the idea of paying for interactive television to be accepted.
Other findings of the study revealed that 16-24 year olds prefer on-demand services, buying CDs online and webcams, to on-line pop-up menus and auctions.
Reassuringly, young viewers voted overwhelmingly in favour of television rather than the personal computer as an e-commerce platform.
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