Cable and Satellite Television

The range of entertainment and communications options at consumers' disposal is rapidly and dramatically changing the television landscape. New broadcast transmission technologies, tools for more interactive and flexible viewing, and the expansion of video alternatives create a variety of challenges—as well as opportunities—for companies that develop and distribute entertainment programming.

Understanding the entertainment choices consumers make, and why, underlies much of the research we have conducted over the past 20 years for the cable TV industry—including pilot testing, research on general programming strategy, brand image studies for cable networks, and studies of new television technologies.

Cable and satellite television study examples:

• Advertising and messaging
• Billing method and formatting
• Brand tracking
• Consumer purchase process
• Content evaluation
• Customer assessment
• Customer retention
• Feature wants/needs
• Interactive TV wants/needs
• Multilanguage offerings
• Multiplatform usage
• Pay-per-view/on-demand services and offerings
• Platform decisions
• Pricing and packaging