CTAM Survey: Surf's Still Up

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Even with interactive program guides, digital-cable and direct-broadcast
satellite subscribers still love to channel-surf, a Cable &
Telecommunications Association for Marketing survey found.

Pollster Centris talked with about 1,000 consumers in December and found that
68 percent frequently use their remote controls to surf, while 61% use their
IPGs to find out what's on TV.

Other findings: 48 percent rated IPGs 'very valuable' as a viewing aid, along
with 29 percent as 'somewhat valuable.' That total rises to 82 percent among
digital-cable subscribers alone.

But more often, subscribers find out about new channels from bill stuffers
(35 percent) than from surfing (24 percent).

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