Discovery Digi-Nets Top Beta's Wanted List

Staff -- Multichannel News, 9/25/2000

Syosset, N.Y.-Discovery Networks U.S. and five of its services dominated Beta Research Corp.'s latest survey on the ad-supported digital or emerging networks that cable subscribers most want to see.

Discovery Science Channel led Discovery's digi-net contingent, as 48 percent of subscribers expressed "high interest in viewing." Several other cable companies also had multiple winners on Beta's top 10 list, released last week.

For instance, 41 percent of subscribers felt strongly about both A & E Television Networks' Biography Channel and History Channel International. In addition, 33 percent expressed strong interest in MTV Networks' VH1 Classic, compared to 30 percent for both Nick-Too and Noggin, while 39 cited The Walt Disney Co.'s Toon Disney, versus 27 percent for ESPNews.

As usual, Discovery Networks was quick to react to the Beta findings. Executive vice president of affiliate sales and marketing Bill Goodwyn cited the Beta study's high marks among women for Discovery Health Network, for instance, and among prospective satellite and high-speed Internet services customers for Discovery Science.

Scripps Networks last week placed an advertisement inCableFAX, which told operators that DIY is "how-to satisfy more subscribers." It cited not only the aforementioned interest from cable customers, but also strong interest among satellite and high-speed Internet access prospects.

Of the 16 top-ranked emerging networks, all available on either basic or digital basic, six showed "significant increases" in interest since last year, Beta said: DIY, Toon Disney, VH1 Classic, Nick-Too, Noggin and MuchMusic.

In measuring the appeal of midsize networks (those that reach between 15 million to 49 million subscribers), Beta found that Turner Classic Movies led the way. 43 percent showed high interest in viewing the channel.

Rounding out that top five were FX (41 percent), Fox News Channel (40 percent), WGN (36 percent), TV Land and MSNBC (tied at 35 percent) and Bravo (31 percent).

Beta's cable subscriber survey involved telephone interviews with 1,008 cable customers last June and July; of those surveyed, 507 were asked about 48 emerging or digital networks, the rest about 14 midsize services.

More than 60 cable programmers purchased the annual study, Beta said.