CTAM: ‘Three Cs’ of Interactive TV

6/23/2005 5:40 AM Eastern

Convenience, choice and control are what cable and satellite customers prefer when purchasing new entertainment services, according to the Cable & Telecommunications Association for Marketing’s latest Pulse survey.

The study also found that 34% of basic-cable customers reported interest in switching to digital-cable service if some or all interactive-TV features were available to them.

“With the successful launches of first-level interactive services, such as cable on-demand and DVRs [digital-video recorders], consumers are craving additional services that simplify their daily lives," CTAM CEO Char Beales said in a prepared statement.

“We see the trend continuing,” she added. “With iTV, cable companies are creating even greater value for their customers while cementing their leadership position in the marketplace.”