Executive Summary
Cumberbatch, Guy
Television in the Home
As in previous years the
ownership of home entertainment equipment continued to increase.
There has been a 4% increase in multiple TV ownership, a phenomenon
which was associated more strongly with satellite/cable subscribers,
households with children, AB socio-economic groups and 35-44 year olds.
Video recorder spread remained static, while at the same time its use,
either for home recordings or watching pre recorded tapes, is
on the wane.
Ownership of a PC grew moderately (from 28% to 31%), but less than half of these offered Internet access (nevertheless up from 8% in 1998 to 13%). Including other sources of access, such as work, college, school, 22% of respondents had used the Internet (up from 16% in 1998), true for more men than women and more 16-20 year olds than any other age group. Age was not consistently related to owning a PC until 55+ (where ownership markedly decreased). Stronger correlations were identified between ownership and socio-economic group, with 46% of ABs versus 18% of DE’s owning a PC. Computer literacy may be less a generation gap than a social divide. Overall, sex roles stereotypes were modestly confirmed across all home entertainment technologies, enjoyed by somewhat higher proportions of males than females in each case.
Ownership of a PC grew moderately (from 28% to 31%), but less than half of these offered Internet access (nevertheless up from 8% in 1998 to 13%). Including other sources of access, such as work, college, school, 22% of respondents had used the Internet (up from 16% in 1998), true for more men than women and more 16-20 year olds than any other age group. Age was not consistently related to owning a PC until 55+ (where ownership markedly decreased). Stronger correlations were identified between ownership and socio-economic group, with 46% of ABs versus 18% of DE’s owning a PC. Computer literacy may be less a generation gap than a social divide. Overall, sex roles stereotypes were modestly confirmed across all home entertainment technologies, enjoyed by somewhat higher proportions of males than females in each case.
Over half (53%) of
children had a TV in their bedroom (up on 46% last year). This
increased with age to peak at over three quarters (78%) of
12-15s. Children in C2 households had more equipment in their
bedrooms than any other socio economic group - 8% cable/satellite
connection (versus 2%-3% in other groups); 66% TV sets (versus 45%-52%
in other
groups); 24% video recorders (versus 7%-12% in other groups).
Among young people sex roles were again evident for all types of equipment: TV (58% boys, 47% girls); VCR (18% boys, 10% girls); games consoles (38% boys, 17% girls).
Access to Teletext has grown dramatically over the last eighteen years from 2% in 1981 to 78% in 1999. This service was used most frequently for calling up TV listings or sports related information (one fifth of respondents in each case). When specifically questioned on subtitles, 14% said they were used by someone in their household, but only one third of these did so to aid hearing. The proportions of those aware of the subtitling service was lower among older age groups, despite the obvious benefits of this service for hearing difficulties, which increase with age.
Among young people sex roles were again evident for all types of equipment: TV (58% boys, 47% girls); VCR (18% boys, 10% girls); games consoles (38% boys, 17% girls).
Access to Teletext has grown dramatically over the last eighteen years from 2% in 1981 to 78% in 1999. This service was used most frequently for calling up TV listings or sports related information (one fifth of respondents in each case). When specifically questioned on subtitles, 14% said they were used by someone in their household, but only one third of these did so to aid hearing. The proportions of those aware of the subtitling service was lower among older age groups, despite the obvious benefits of this service for hearing difficulties, which increase with age.
Satellite and Cable
Viewers
Four out of ten (41%) households could be considered multi-channel, having access to either cable, satellite or digital services. While generally these multi-channel households were more likely to be male and younger than terrestrial only households, they are not a simple homogenous group. Satellite and digital households strongly resembled each other in terms of gender and age, while cable households closed the gap in this respect between terrestrial only and multi-channel.
Multiple channel subscription was motivated most frequently by a greater choice of films, followed by sport and cheaper telephony. This latter motivation was particularly prominent among cable subscribers - perhaps accounting for their demographic similarity with terrestrial only households. Subscription to satellite services appeared to be levelling off (20% in 1998 to 21% in 1999), while cable (up by 4%) and Digital (up to 17% since 1997) continued to spread.
Four out of ten (41%) households could be considered multi-channel, having access to either cable, satellite or digital services. While generally these multi-channel households were more likely to be male and younger than terrestrial only households, they are not a simple homogenous group. Satellite and digital households strongly resembled each other in terms of gender and age, while cable households closed the gap in this respect between terrestrial only and multi-channel.
Multiple channel subscription was motivated most frequently by a greater choice of films, followed by sport and cheaper telephony. This latter motivation was particularly prominent among cable subscribers - perhaps accounting for their demographic similarity with terrestrial only households. Subscription to satellite services appeared to be levelling off (20% in 1998 to 21% in 1999), while cable (up by 4%) and Digital (up to 17% since 1997) continued to spread.
Overall, the
subscription to premium channels increased only marginally (by one or
two per cent). The single biggest rise occurred among satellite
households where subscription to any Sky sports channel increased by
5%. As might be expected, cable viewers (who were more likely to
be connected to receive cheap telephone calls) were least likely to
subscribe to premium channels.
Nearly eight out of ten (78%) multi-channel respondents resented the principal of pay-per-view, however 36% had used such a service primarily for films (26%) or sports (18%).
Viewing habits and preferences
As in previous years, the channels selected when viewers imagined they could have only one, was ITV (41%) followed by BBC1 (30%). The gap between ITV and BBC1 has doubled in the current sample (11% gap in 1999 versus 5% in 1998). This preference for ITV was notable among DEs, the under 45s, tabloid newspaper readers and was particularly pronounced amongst females at 48% versus 35% of males.
Over four out of ten (42%) multi-channel households opted to keep a satellite or cable channel (up on 36% in 1998) and this was true particularly of satellite subscribers (45%) rather than digital (42%) or cable (35%) subscribers.
Nearly eight out of ten (78%) multi-channel respondents resented the principal of pay-per-view, however 36% had used such a service primarily for films (26%) or sports (18%).
Viewing habits and preferences
As in previous years, the channels selected when viewers imagined they could have only one, was ITV (41%) followed by BBC1 (30%). The gap between ITV and BBC1 has doubled in the current sample (11% gap in 1999 versus 5% in 1998). This preference for ITV was notable among DEs, the under 45s, tabloid newspaper readers and was particularly pronounced amongst females at 48% versus 35% of males.
Over four out of ten (42%) multi-channel households opted to keep a satellite or cable channel (up on 36% in 1998) and this was true particularly of satellite subscribers (45%) rather than digital (42%) or cable (35%) subscribers.
Programme standards
The majority (59%) felt that programme standards had stayed about the same (as did 58% last year), however three out of ten (31%) felt they had got worse and this is an increase on last year (28%). A minority (8%) affirmed standards had improved (versus 12% in 1998) and the remainder were unsure. The perceived slippage in standards was more marked for terrestrial than cable/satellite channels and younger respondents were generally more positive than their older counterparts.
The most favoured programme types were local and national news programmes, followed by recently released films and the weather, with few gender or socio economic group differences emerging. However, news and weather was of less interest to those under 35 who were more interested than any other age band in recently released films.
The majority (59%) felt that programme standards had stayed about the same (as did 58% last year), however three out of ten (31%) felt they had got worse and this is an increase on last year (28%). A minority (8%) affirmed standards had improved (versus 12% in 1998) and the remainder were unsure. The perceived slippage in standards was more marked for terrestrial than cable/satellite channels and younger respondents were generally more positive than their older counterparts.
The most favoured programme types were local and national news programmes, followed by recently released films and the weather, with few gender or socio economic group differences emerging. However, news and weather was of less interest to those under 35 who were more interested than any other age band in recently released films.
Sources of News
As in previous years, television was the main source of information on world news, first mentioned by 67% of respondents. The dominance of television for information on local news, first noted in 1998, was maintained in the current sample at 40% versus 34% for newspapers and 13% for radio. For both local and national news, television was a more popular source among older respondents and those in socio economic groups DE.
Impartiality
The majority (59%) considered television channels to be generally fair and unbiased, while just over one quarter (27%) perceived bias. These were an improvement on 1998 judgements (fair at 57%, bias at 30%). Bias was detected more frequently on terrestrial channels (roughly three out of ten respondents cited a terrestrial channel) than cable/satellite (two out of ten). Type of bias most commonly identified was that in favour of political groups or politicians (19%) and that which discriminated against Black people and ethnic minorities (16%).
As in previous years, television was the main source of information on world news, first mentioned by 67% of respondents. The dominance of television for information on local news, first noted in 1998, was maintained in the current sample at 40% versus 34% for newspapers and 13% for radio. For both local and national news, television was a more popular source among older respondents and those in socio economic groups DE.
Impartiality
The majority (59%) considered television channels to be generally fair and unbiased, while just over one quarter (27%) perceived bias. These were an improvement on 1998 judgements (fair at 57%, bias at 30%). Bias was detected more frequently on terrestrial channels (roughly three out of ten respondents cited a terrestrial channel) than cable/satellite (two out of ten). Type of bias most commonly identified was that in favour of political groups or politicians (19%) and that which discriminated against Black people and ethnic minorities (16%).
Political bias was perceived most frequently on BBC1 (20%),
followed by BBC2 (14%) and ITV (12%). Respondents reported that
the bias on both BBC1 and BBC2 was more likely to favour the
Conservative party, while ITV was most likely to favour the Labour
party.
Offence and
Acceptability
One third (32%) of respondents claimed to have been offended by something they had seen on television, maintaining the reduction which occurred in 1998 over previous years, where roughly four out of ten had felt offended. Offence was reported more frequently by those aged 65 and over and by females, with little difference emerging in socio economic group.
Irrespective of the age differences between terrestrial only and cable/satellite viewers, terrestrial viewers were 50% more likely to have been offended by material on television than satellite viewers, with cable viewers positioned between the two. Of the five terrestrial channels, Channel 4 was cited as the most frequent source of offence, followed by ITV, BBC1, Channel 5 and BBC2.
The main causes of offence varied little from previous years - with bad language being cited most frequently, followed by sex and violence.
One third (32%) of respondents claimed to have been offended by something they had seen on television, maintaining the reduction which occurred in 1998 over previous years, where roughly four out of ten had felt offended. Offence was reported more frequently by those aged 65 and over and by females, with little difference emerging in socio economic group.
Irrespective of the age differences between terrestrial only and cable/satellite viewers, terrestrial viewers were 50% more likely to have been offended by material on television than satellite viewers, with cable viewers positioned between the two. Of the five terrestrial channels, Channel 4 was cited as the most frequent source of offence, followed by ITV, BBC1, Channel 5 and BBC2.
The main causes of offence varied little from previous years - with bad language being cited most frequently, followed by sex and violence.
Regulation
The majority view is that the amount of regulation is about right for both terrestrial and cable/satellite programming, the remainder were more likely to think there is too little rather than too much. However, nine out of ten (89%) felt that what they watch should be up to them and not the regulators and eight out of ten (82%) respondents felt that films should not be cut if broadcast after 10 O’Clock.
Awareness of the 9.00pm watershed was widespread at over eight out of ten (84%) respondents. Of the remainder, 6% believed it to be later, 5% thought it was earlier and 5% did not know. Fewer were aware of the dual watershed used by satellite and cable channels (49% of multi channel viewers). As in previous years, awareness was slightly higher among parents than non-parents.
Responsibility for preventing children from seeing unsuitable programmes was believed to lie either with parents (62) or with a collaboration between parents and broadcasters (31%). Only a very small proportion (6%) thought that broadcasters should be solely responsible.
Generally, respondents did support the principle that those who wished to pay extra could view sexually explicit or particularly violent material. Such a view was endorsed more frequently by multi channel viewers than their terrestrial counterparts.
The majority view is that the amount of regulation is about right for both terrestrial and cable/satellite programming, the remainder were more likely to think there is too little rather than too much. However, nine out of ten (89%) felt that what they watch should be up to them and not the regulators and eight out of ten (82%) respondents felt that films should not be cut if broadcast after 10 O’Clock.
Awareness of the 9.00pm watershed was widespread at over eight out of ten (84%) respondents. Of the remainder, 6% believed it to be later, 5% thought it was earlier and 5% did not know. Fewer were aware of the dual watershed used by satellite and cable channels (49% of multi channel viewers). As in previous years, awareness was slightly higher among parents than non-parents.
Responsibility for preventing children from seeing unsuitable programmes was believed to lie either with parents (62) or with a collaboration between parents and broadcasters (31%). Only a very small proportion (6%) thought that broadcasters should be solely responsible.
Generally, respondents did support the principle that those who wished to pay extra could view sexually explicit or particularly violent material. Such a view was endorsed more frequently by multi channel viewers than their terrestrial counterparts.
Attitudes to
Advertising
Nearly seven out of ten (68%) viewers most appreciated advertisements for their entertainment value (including humour/comedy). Where advertisements were disliked, the most common reason was interrupting programmes or films (59%).
Four out of ten people (41%) felt there was too much advertising on television. Overall, 39% of all respondents felt there was too much advertising on terrestrial television, as did 42% of multi channel respondents regarding satellite/cable television. This is an increase for terrestrial (1998, too much at 37%) but a decrease for satellite/cable (1998, too much at 45%). Multi-channel viewers appeared slightly more tolerant of the amount of adverting on terrestrial television than terrestrial only viewers - but were less satisfied with the amount of adverting on satellite/cable television.
One fifth (20%) felt that they had been misled (versus 21% in 1998) and 8% had been offended by an advertisement (versus 12% in 1998). A minority felt that there were too many sponsored programmes (26%, stable with 1998 at 25%). Thus it would seem clear that, for most viewers, sponsorship is a more attractive option than increased advertising.
Nearly seven out of ten (68%) viewers most appreciated advertisements for their entertainment value (including humour/comedy). Where advertisements were disliked, the most common reason was interrupting programmes or films (59%).
Four out of ten people (41%) felt there was too much advertising on television. Overall, 39% of all respondents felt there was too much advertising on terrestrial television, as did 42% of multi channel respondents regarding satellite/cable television. This is an increase for terrestrial (1998, too much at 37%) but a decrease for satellite/cable (1998, too much at 45%). Multi-channel viewers appeared slightly more tolerant of the amount of adverting on terrestrial television than terrestrial only viewers - but were less satisfied with the amount of adverting on satellite/cable television.
One fifth (20%) felt that they had been misled (versus 21% in 1998) and 8% had been offended by an advertisement (versus 12% in 1998). A minority felt that there were too many sponsored programmes (26%, stable with 1998 at 25%). Thus it would seem clear that, for most viewers, sponsorship is a more attractive option than increased advertising.
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