Beta: HBO Tops in VOD Interest - Multichannel

Beta: HBO Tops in VOD Interest

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In its latest "Cable Subscriber Study" on emerging and midsized networks,
Beta Research Corp. reported Tuesday that Home Box Office's HBO on Demand
garnered the greatest interest with total adults.

This is the first time Beta measured consumer demand for 14 video-on-demand
networks, said the research firm’s cable division president, Andy Klein.

In that segment, Beta also found that ESPN on Demand (third overall) led
among men, while Home & Garden Television’s HGTV on Demand (fourth overall)
was tops among women.

Fox Movie Channel generated the most consumer interest among emerging/digital
services, while National Geographic Channel led among midsized networks.

About 58% of adult respondents ranked Fox Movie Channel 4 or 5 on a 5-point
scale, Beta said.

That commercial-free service -- No. 1 for the second year -- was followed by
The Science Channel (46%), Do It Yourself (43%), The Biography Channel (41%) and
FamilyNet and History Channel International (tied at 40%).

NGC (51%) was followed on Beta’s midsized-networks rankings by Chicago
Superstation WGN (50%), Lifetime Movie Network (47%), Discovery Health Channel
(41%) and Hallmark Channel (39%).

LMN, Hallmark and WGN ranked strongest among women, while NGC and ESPNews led
among the men, Beta noted.

The researcher pointed out that differences of fewer than four percentage
points are "not statistically significant."

The subscriber study, purchased by more than 60 cable networks, was conducted
last April among a national sample of 1,000 cable subscribers. Of those, 500
were asked about emerging/digital networks, while the remaining 500 were
surveyed about midsized services and VOD networks.

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