Sam Leach will be the leader for my focus group, as I will be an objective observer and will need time to collect and record the information. At the beginning he needs to explain I am trying to achieve by this form of primary research. He will say that I am researching how and why people use TV on demand in the modern day. I will then ask Sam to read out the main questions I want to answer:
· How has the vastly growing popularity of T.V on demand effected the world of advertising?
· Has the price of TV advertising dropped because of this new access to programs?
· Why is TV on demand so popular?
· How have channels secured funding for online TV?
· Would people be willing to pay for TV on demand? (how much/ what demographics?)
As I am using my class mates to run this focus group, I do not have a range of demographics to give me different answers, however the psychographics in the group may vary. Also, some of these questions may be difficult for my participants to answer (as they may not know a lot about the cost of advertising etc..).
Questions I will use:
1. How often do you use TV on demand?
2. How easy is it to access?
3. What are the benefits of TV on demand?
4. If you were forced to pay for on demand TV, would you? Or would you find another possibly illegal way to access programs?
5. Have you noticed the rise in the amount of adverts? Has it effected you viewing pleasure?
6. What do you think the main disadvantages of TV on demand are?
AFTER:I think the my session went well. all of my participents were engaged and gave valid information. Although there were disagreements, I think this benefitted me because it showed different peoples point of views. We stayed on topic for the whole 10 minutes and I felt TV on demand was something all of the participents knew about and had an opinion on.
A lot of the group commented on how the genius of TV on demand is that it fits around your own life so you never have to chose between watching your favourite program and going out etc...It is freedom. They said the most common reason to use TV on demand is if you are catching up on a program you like, but others argue that they often use it instead of the TV when they are board. The group agreed that the amount of time they spend on TV on demand sites was increasing and their amount of time in front of the TV was decreasing. This would suggest a drop in ratings. Some members of the group had a TV that did not work so they could only use TV on demand. 'why pay for a new TV if i can watch most things i want for free?'
Everyone in the group agreeed that a main advantage of the 4OD site is that you can do a whole series catch up and watch archive footage from programs made a long time ago. They say this is because Channel 4 owns a lot of the content of the site so can do what they want with the programs, where as other on demand sites have to pay more to keep the shows online longer.
The group then had dissagreements about the quality of the videos on the sites. Aisha said that although she uses TV on demand when needed, the quality is so bad that she cant enjoy is as much as real TV shows.she argues that the image is extremely pixilated and the programs often stop half way through to load. Others in the group say this is down to the quality of her computer and internet conection.
Sam brought up the topic of the age limit system. One member of the group said there was a password she had to enter to access content for older veiwers but no one else in the group had this system in place. all you have to do to prove your age is tick a box, even a three year old can manage that though.
Other remarks made:
- PS3s have built in BBC iplayer with good quality
- Iplayer runs out after a week, ITV catch up runs out after 30 days
- most would never pay for TV on demand. one participant said they would if it was extremely cheap.
- TV and internet should merge.
- Since they have started charging for on-line newspapers people seem to think its alright to pay for internet content but the majority of the group say it has not changed their opinion.
- sky plus is a better alternative.
- not being able to skip adverts is frustrating. But you cant skip them on TV
- the companies have more opportunity to make money from sponsorship and extra advertising.
- YOU CAN WATCH IT IN BED
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