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Relationship between the use of PPV on digital TV and TV consumption in a household and its equipment
Unformatted Document Text:  5 • Is there a relationship between the favourite programme of a viewer and contracting PPV? If a viewer likes Films and Sports programmes will he be more likely to contract PPV films and Football matches? • Is there a relationship between the technological equipment of a household and contracting PPV? Will a household which has a high level of equipment consume more PPV services? Is there is a special relationship between consumption of PPV and some special equipment in a household (Digital TV set or 16/9, PC, Internet link, etc)? Methodology The results that appear in this paper form part of a much broader study of the changes that have taken place in the way multichannel television is consumed. A quantitative methodology was used for this study, although, prior to the elaboration of the questionnaire, some in-depth interviews of a qualitative nature were carried out with members of different families with multichannel television, and these served as a pre-test. Between July and September 1999, a company which was specifically contracted for this purpose carried out the poll. The questionnaires were answered individually by people of both sexes, who were over the age of 14, and who received in their homes television channels distributed by either a digital cable or satellite operator. Of the 330 questionnaires which had been compiled, 305 were answered by individuals who may be classified in the following way; 102 were subscribers to a cable operator, 102 were subscribers to CSD and 101 to “Vía Digital”. Later, at the time of processing the data, pondering coefficients which were proportional to the number of subscribers to each company (CSD: 4.24, “Vía Digital”: 2.12 and cable: 1.0) were introduced. The answers given by subscribers to cable television were not taken into account in the results of this study, as at the time of the survey they did not have PPV. Therefore, the results for PPV are based on the answers given by only 206 of those polled. The survey was carried out in six Spanish cities (Madrid, Barcelona, Valladolid, Oviedo, Seville and Bilbao) and the sample was selected by using the Simple Stratified Sampling procedure. This means that in a sample of these characteristics the maximum sampling error is +/- 6.8% and the confidence level is 95% (when p=q=0.5). The relationship between TV consumption and contracting PPV Basically, PPV service is contracted by a little over half the people who have access to digital multichannel television (52,5%), whilst almost half of the subscribers to “Canal Satélite” and “Via Digital” do not use PPV. People who hire PPV spend significantly more time watching television per week (218 minutes daily) than people who do not contract PPV (195 minutes daily), but this difference is only at the weekend (Table 1). The average viewing-time for all types of television in Spain was, according to Sofres, 213 minutes per day. Table 1. - PPV contracts and television viewing-times (minutes per day).

Authors: Garitaonandia, Carmelo., Fernandez, Emilio. and Oleaga, Jose.
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5
Is there a relationship between the favourite programme of a viewer and
contracting PPV? If a viewer likes Films and Sports programmes will he be
more likely to contract PPV films and Football matches?
Is there a relationship between the technological equipment of a household
and contracting PPV? Will a household which has a high level of equipment
consume more PPV services? Is there is a special relationship between
consumption of PPV and some special equipment in a household (Digital
TV set or 16/9, PC, Internet link, etc)?
Methodology

The results that appear in this paper form part of a much broader study of the
changes that have taken place in the way multichannel television is consumed. A
quantitative methodology was used for this study, although, prior to the elaboration of the
questionnaire, some in-depth interviews of a qualitative nature were carried out with
members of different families with multichannel television, and these served as a pre-test.
Between July and September 1999, a company which was specifically contracted
for this purpose carried out the poll. The questionnaires were answered individually by
people of both sexes, who were over the age of 14, and who received in their homes
television channels distributed by either a digital cable or satellite operator. Of the 330
questionnaires which had been compiled, 305 were answered by individuals who may be
classified in the following way; 102 were subscribers to a cable operator, 102 were
subscribers to CSD and 101 to “Vía Digital”. Later, at the time of processing the data,
pondering coefficients which were proportional to the number of subscribers to each
company (CSD: 4.24, “Vía Digital”: 2.12 and cable: 1.0) were introduced. The answers
given by subscribers to cable television were not taken into account in the results of this
study, as at the time of the survey they did not have PPV. Therefore, the results for PPV
are based on the answers given by only 206 of those polled.
The survey was carried out in six Spanish cities (Madrid, Barcelona, Valladolid,
Oviedo, Seville and Bilbao) and the sample was selected by using the Simple Stratified
Sampling procedure. This means that in a sample of these characteristics the maximum
sampling error is +/- 6.8% and the confidence level is 95% (when p=q=0.5).
The relationship between TV consumption and contracting PPV
Basically, PPV service is contracted by a little over half the people who have
access to digital multichannel television (52,5%), whilst almost half of the
subscribers to “Canal Satélite” and “Via Digital” do not use PPV.
People who hire PPV spend significantly more time watching television per week
(218 minutes daily) than people who do not contract PPV (195 minutes daily), but this
difference is only at the weekend (Table 1). The average viewing-time for all types of
television in Spain was, according to Sofres, 213 minutes per day.
Table 1. - PPV contracts and television viewing-times (minutes per day).


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