Beta Releases Brand Identity Study

Comedy, Discovery Are Entertaining; Food Sponsors Rate High; NGC Most-Wanted in HD

By Linda Haugsted -- Multichannel News, 4/24/2007 4:04:00 AM

Comedy Central and Discovery Channel are the most entertaining basic-cable networks; Food Network has the sponsors from which viewers are most likely to buy; and National Geographic Channel is the network subscribers would most like to see in HD, according to the 2007 Beta Research Brand Identity study.

Discovery was most often mentioned as consumers' favorite channel.

The study culled input from 4,090 cable subscribers participating in an online panel. Viewers were asked whether specific brand attributes described specific networks. Networks with 55 million or more subscribers were included in the study.

A total of 76% of viewers put Discovery and Comedy on top of the "entertaining" list, followed closely by Animal Planet (74%). Of the 54 networks studied, Disney Channel NGC, Cartoon Network, Sci Fi Channel, Food, GSN, CMT and The History Channel made the top 11.

A total of 26% of viewers said they were most likely to buy products they see advertised on Food. Its next-closest rival was Home & Garden Television, named by 21% of viewers.

Asked what channels they'd like to see in HDTV, 53% named NGC, followed by Discovery (which has an HDTV version) at 47%.

Besides Discovery, subscriber favorites were Food, History, HGTV, NGC, Sci Fi, TLC, Speed Channel, Animal Planet and Discovery Health Channel, according to the survey results.

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