BBC on demand FINALX

Slide1: 

BBC On-Demand Research Findings September 2006

CONTENTS : 

CONTENTS 1. Background & Objectives 2. Methodology & Sample 3. Main Findings Background Context Entertainment On Demand Media Brands & Challenging Content Labelling Explored 4. Conclusions & Recommendations images subject to copyright and supplied by gettyimages®

RESEARCH BACKGROUND & OBJECTIVES: 

RESEARCH BACKGROUND & OBJECTIVES

RESEARCH BACKGROUND: 

RESEARCH BACKGROUND This change throws up a number of issues in terms of providing ‘challenging’ content in the on demand environment N.B. ‘Challenging/Strong’ content is defined internally as sex, bad language, drugs and violence, and post-watershed content such as adult humour a number of research projects have been undertaken in order to understand labelling issues for different platforms – i.e. how users can easily identify and understand the potential content of programming, and therefore make decisions as to its suitability or interest The previous research that has been undertaken identified a definite expectation that the BBC provide superior standards across all platforms in comparison to other entertainment providers the BBC has a duty of care to users and it is expected to be more rigorous in terms of providing guidance, an effective/ relevant watershed and protection of children even though there is some accepted difference in standards in a format such as online in comparison to TV provided by the BBC, there is still an expectation that users will be able to identify challenging content with ease various formats of labelling or signposting were tested, but a need for further research with regard to accessing strong content specifically, and how expectations change when different platforms are compared directly has been identified _Background to the Project

RESEARCH OBJECTIVES: 

RESEARCH OBJECTIVES Overall Business Objective Overall Research Objectives

RESEARCH OBJECTIVES : 

RESEARCH OBJECTIVES 1. Behaviour and expectations regarding ‘challenging’ content

RESEARCH OBJECTIVES : 

RESEARCH OBJECTIVES 3. Impact of media brand 2. Impact of platform type

RESEARCH OBJECTIVES : 

RESEARCH OBJECTIVES 4. Specific response to content on the BBC

METHODOLOGY AND SAMPLE: 

METHODOLOGY AND SAMPLE

METHODOLOGY & SAMPLE : 

METHODOLOGY & SAMPLE _Sample Structure 8 8 3 5 6 5 4 1 7 2 7

METHODOLOGY & SAMPLE : 

METHODOLOGY & SAMPLE All to be Sky Plus/on-demand households (Homechoice, Teleport, NTL On-Demand) All regular on-demand users Non-rejecters of the BBC (but with a range of attitudes) All used a range of websites including bbc.co.uk and within this accessed a variety of page types (e.g. sport, entertainment, music) Non-rejecters of strong content Range of attitudes towards confidence with technology Focused users of at least 2 of 3 services: On-demand TV, broadband, downloading – an even spread of these services to be covered BC1C2 social grade spread _Recruitment Criteria

BACKGROUND CONTEXT : 

BACKGROUND CONTEXT Main Findings

TECHNOLOGY RELATIONSHIP : 

TECHNOLOGY RELATIONSHIP Like to keep up-to-date with new technology considering new options like Sky HD, Video iPod Starting to watch ‘catch-up’ TV via broadband Confident with technology Enjoy personal space sites Myspace, friends websites, Yahoo! Geocities etc Provides an opportunity to express views/tastes/opinions to peers Use internet mainly for fun leisure pass time (eg. shopping, emailing friends etc) Internet usage a key post-work activity Semi-retired Enjoying retirement Quite ‘outdoorsy’ but… Enjoy keeping up with new technology (eg. Sky+, wireless internet etc) Multiple computers in households all want own ‘PC space’ No strict household rules on internet usage Just starting to think about controlling kids media usage monitoring web use thinking about using PIN protection system on Sky+ box TV watershed a useful guide Like having latest gadgets PSP 3G phone Keep computer upgraded/up-to-date _Lifestage Profiles

TECHNOLOGY RELATIONSHIP : 

TECHNOLOGY RELATIONSHIP _Role of Internet

TECHNOLOGY RELATIONSHIP : 

TECHNOLOGY RELATIONSHIP “the internet frees up time – something that would normally take half an hour can be done in minutes” (3) - Female “mainly I just use the internet to have a bit of fun and look at stuff that I’m interested in – shopping, emails all sorts!” (4) - Female “I do enjoy keeping up with the latest new gadgets an technology – it’s interesting, a bit of fun” (3) - Male “I use the internet all the time – at school in break time and at home” (1) - Female “the internet is just an endless source of entertainment at home and at work” (4) - Male _In Their Own Words pre-family teen pre-family empty nester empty nester

ENTERTAINMENT ON-DEMAND : 

ENTERTAINMENT ON-DEMAND

ENTERTAINMENT ON-DEMAND: 

ENTERTAINMENT ON-DEMAND Respondents felt that their TV viewing habits had altered considerably as a result of on-demand services able to filter-out perceived poor programming and only watch programmes of choice most felt they did not watch more or less TV with an on-demand service, but that the quality of programmes and enjoyment of the TV watching experience increases dramatically all felt a sense of freedom and liberation from the constriction of the TV schedules which all acknowledge play a part in the planning of an average day all respondents were happy to watch post-watershed content before 9pm and vice-versa (eg. watching last nights Big Brother after taking kids to school in the morning) Concern for the declining significance of the watershed in an on-demand environment was minimal among all but families with young children (aged between 4-9 years) knowing when and on what channel a show is broadcast is felt to be a strong enough signifier of likely content for vast majority watershed was of little interest/importance for most households before the advent of on-demand given 9pm is after bedtime for most young kids, and this continues to be the case 10+ kids often left to their own devices, and felt able to look after themselves where TV is concerned parents with younger children expressed some concerns over kids stumbling across inappropriate content but felt that PIN systems would help them with this problem – though none have used this system yet _Overview

ENTERTAINMENT ON-DEMAND : 

ENTERTAINMENT ON-DEMAND Mobile PSP PVR Video iPod Cable On-Demand Newly Emerging Established _Platforms Evaluated Overview

ENTERTAINMENT ON-DEMAND : 

ENTERTAINMENT ON-DEMAND All familiar with mobiles but very few use to download/view content screen too small, slow, expensive Some sharing/bluetoothing of clips among younger respondents (eg. happy slapping) Mobile Useful on a commute but… Many struggle to identify a practical use for it wouldn’t download clips/buy films – too much effort Compatibility issues with downloads PSP Sky+ extremely popular and well loved by subscribers user friendly, reliable, convenient Liberates personal schedule from TV schedule able to ‘collect’ perceived quality programming PVR Looks good fashion accessory Aspirational Many already have an iPod can’t justify a new one for video feature But, screen too small for more than music videos/short clips Limited value as TV downloads are not yet available on UK iTunes Video iPod All familiar with the concept of on-demand cable Cheap compared to Sky+ but many suspect an inferior service Offer broadband/phone/TV as part of a package Poor word of mouth stories circulate about bad customer service and unannounced/unexplained service denials Cable On-Demand Newly Emerging Established _Platforms Evaluated

ENTERTAINMENT ON-DEMAND : 

ENTERTAINMENT ON-DEMAND “the only one who knows the PIN for our Sky+ box is our 12 year old son!”” (5) - Female “I’m just now starting to think about how to stop our daughter watching stuff she shouldn’t” (6) - Female “with Sky+ you can just filter out all the rubbish and only watch the stuff you really like – it’s fantastic!”” (3) - Female “There only really seems to be a watershed on BBC and ITV:1 – all the others seem to ignore it” (8) - Male “you probably watch less TV with on-demand, you just really enjoy the stuff you watch rather than just watching any old junk” (4) - Female “I find with Sky+ that I watch at a time that completely suits me and completely ignore the actual broadcast time” (3) - Female _In Their Own Words “I’d like to have a PSP or something because it’s such a cool toy it’s just I can’t really think when I’d actually use it” (6) - Male pre-family empty nester empty nester young family older family young family young shared

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS Strict Controls Low/No Control _Overview

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS No clear household rules but kids are expected to obey certain unspoken rules and not overstep a line of ‘decency’ Parents ‘keep an eye’ on kids Confidence in own ability to self-moderate content information useful but ultimately decision will be made based on the content itself not the guidance Have a set of rules in place for controlling kids media consumption always monitor kids internet usage starting to consider Sky PIN protection system though haven’t used yet Still use the watershed as a guide on content expectations Content controls quite tight at school web use limited by strict software filters Much freer reign at home parents allow them to surf web unsupervised at will late night TV now considered fairly soft content by comparison Strict Controls Low/No Control _Attitudes by Lifestage Very low awareness of/engagement with guidance information of any kind Rarely use internet to view video content so content control not considered an issue Consider TV to be well controlled acknowledge value of guidance for others but of little/no value to them – happy to self moderate

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS _Home Rules for Young Families No watching TV after 8.30pm No ordering films through Sky without permission No watching Sky+ recordings without permission Only BBC1, 2, ITV, Channel 4 and Kids channels allowed No using internet without permission No using internet without supervision No downloading internet content without permission Only ‘trusted’ websites allowed (e.g. bbc.co.uk/cbeebies – a brand that both child and parents are very familiar with) Internet TV

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS _Relationship with Labelling Teens Older families Young families Empty nesters Young shared Solus

CHALLENGING CONTENT : 

CHALLENGING CONTENT Violence Strong Language Sex Racism Drugs Least Often Exposed To Most Often Exposed To Specific swear words Excessive bad language especially close to watershed for younger families e.g. The ‘F’ Word, Big Brother Prolonged or close-up nudity though acceptable in a documentary /factual content Prolonged explicit sex scenes Clear visual references to drug use of any kind though more acceptable in a documentary/factual content Casual violence (eg. Happy Slapping) Aggressive, graphic fight scenes Weapon use Gore blood, injuries, death Overt, derogatory racial references Religion and race based insults though more excusable in a comedy format if not too ‘close-to-the-bone’ (eg. The Kumars) _Consumer Definitions covering content on TV (including subscription), mobile and online platforms

CHALLENGING CONTENT : 

CHALLENGING CONTENT _By Platform

GUIDANCE EXPECTATIONS : 

GUIDANCE EXPECTATIONS “personally the warnings aren’t important for me but I definitely think they need to be there for kids and older folk” (7) - Male “If everything has the same kind of label then you’ll start to understand exactly what you’re being warned about” (2) - Male “In an ideal world, I’d personally like everything to have a warning on” (8) - Female “I’ve got a 9 year old sister and I think the warnings are good for her” (1) - Female “warnings on the internet are pathetic – they just don’t work” (8) - Male _In Their Own Words “the warnings need to be consistent so that there’s a standard across all the channels and websites otherwise it’s just going to get confusing” (6) - Female “all the labels should look the same so you know what to look out for” (6) - Male “If it needs a warning it should have a warning whether it’s on the internet or on TV” (3) - Female young shared solus empty nester teen young family young shared teen young family

MEDIA BRANDS & CHALLENGING CONTENT : 

MEDIA BRANDS & CHALLENGING CONTENT Main Findings

MEDIA BRANDS & CHALLENGING CONTENT : 

MEDIA BRANDS & CHALLENGING CONTENT All online brands (e.g. Google, MSN, etc) were treated with a degree of suspicion in terms of provision of challenging content, due to dangers associated with the internet this was the case even with those online brands perceived as well moderated and safe Respondents had widely differing expectations of a range of broadcasters and online media brands perceive some as being careful/conservative and efficiently moderated versus others which have far more relaxed policies However all TV brands were felt to adhere to certain standards and moral codes which are far less evident in an online environment these TV standards were felt to carry across onto the TV brands websites resulting in a sense that these sites are a ‘safe’ part of the web, sharing the values of their broadcast equivalents Majority felt that same moderating/guidance rules should apply to TV brand websites as apply to their respective TV incarnations challenging online content is considered acceptable, but majority felt that the same guidance rules should apply online as on TV Many also expressed a desire that a standardised labelling system should exist to bring all brands inline with each other _Overview

MEDIA BRANDS & CHALLENGING CONTENT: 

MEDIA BRANDS & CHALLENGING CONTENT _Hierarchy of Standards, as Perceived by Sample Lower Standard High Standard

MEDIA BRANDS & CHALLENGING CONTENT: 

MEDIA BRANDS & CHALLENGING CONTENT “if it needs a warning, it should have a warning on it wherever it’s shown and that includes the internet” (5) - Female “I don’t really trust the mobile phone companies when it comes to the internet – I doubt very much if they monitor or moderate their content at all” (6) - Male “you tend to find the more risqué things are on Channel 4. The BBC tend to be a bit more straight-laced and down the line” (8) - Male “they should all have warnings because you never know who’s going to be watching the clips” (2) - Male “you expect the BBC to show everyone else how it should be done” (7) - Male “there should be a guidance standard and the BBC should set it” (4) - Female _In Their Own Words “the BBC should be exemplary and set an example of how it should be done” (3) - Female young shared empty nester solus older family younger family teen pre-family

LABELLING EXPLORED : 

LABELLING EXPLORED

LABELLING : 

LABELLING _Overview

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _Overview: General Rules Guidance labelling acts as a strong emotional benefit for many acts as a ‘safety net’ causes viewers to ‘brace themselves’ for content even if they choose not to heed the warning presence of labelling reassures the viewer that the broadcaster is keeping tabs on its content UGC should be subject to the same moderation rules as any other kind of content many felt that UGC should have stricter moderation than any other content due to the inherent uncertainty of its origins while the UGC section of the BBC website was appreciated, respondents fully expected all content to be carefully moderated before being published on the site no concerns around freedom of expression on this issue There was consensus that news content should not be exempt from moderation or subject to a different set of rules (while a few felt that as news was factual, stronger content could be shown than would ordinarily be were it fictional, it should nevertheless be labelled accordingly) but people were generally more forgiving of seeing something shocking on the news.

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _Current Labelling Issues

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _Online Previews/Catch-up

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _User Generated Content

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _News Content

LABELLING BY CONTENT TYPE : 

LABELLING BY CONTENT TYPE _Sites Outside the BBC

LABELLING BY CONTENT TYPE: 

LABELLING BY CONTENT TYPE “I wouldn’t normally notice these kinds of warnings at all. It needs to be brighter and clearer in a separate box or something” (7) - Male “it would be nice to know right from the beginning: OK, maybe I shouldn’t watch this” (5) - Female “the fact that it’s UGC isn’t a reason to differentiate it or apply a different set of rules” (8) - Male “I felt quite ill watching the drinking blood clip and never even noticed the warning” (4) - Female “at the moment the labelling isn’t that visible. It doesn’t really look like a warning” (6) - Female “If anything, UGC should be moderated more strictly than any other content – you never know what people will try and do” (3) - Female _In Their Own Words young shared young family solus empty nester pre-family older family

CONLUSIONS & RECCOMENDATIONS : 

CONLUSIONS & RECCOMENDATIONS

CONCLUSIONS AND RECOMMENDATIONS : 

CONCLUSIONS AND RECOMMENDATIONS Online Guidance BBC Content Website Navigation Platforms _On-Demand Issues

CONCLUSIONS AND RECOMMENDATIONS : 

CONCLUSIONS AND RECOMMENDATIONS Content Labelling Rules BBC Sub-brands BBC Standards _BBC Content Issues