33% of US PayTV Subscribers Would Choose Triple-play Services from their Local Telephone Companies.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c41347) has announced the addition of Receptivity to TelcoTV Among PayTV Subscribers - Primary Research and Analysis to their offering.

While cable companies remain the favored provider of stand-alone PayTV services, telephone companies top the list when it comes to a triple-play package of PayTV, telephone, and high-speed Internet service. According to Receptivity to TelcoTV among PayTV Subscribers - Primary Research and Analysis, 33% of US PayTV subscribers would prefer to receive triple-play services from their local telephone company, compared to 29% who favor the cable company, and 30% than have no preference at all.

"There are sufficient numbers of ambivalent or dissatisfied cable and DBS subscribers that a competitive telco triple-play offering even slight cost advantages could be disruptive to the market balance," said Dale Gilliam III. "This is good news to telcos looking to offer their own video services and triple-play packages."

"What is most interesting about this new data is not only that telcos topped cable in triple-play preference, but that another one-third of PayTV subscribers could care less which company provided their video, Internet, and telephone services," said Michael Greeson, CEO and co-author of the report. "Loyalty to current PayTV service providers is unlikely to be much of a barrier for telcos entering the PayTV and triple-play space."

Greeson posits that this is due in part to the sustained competitive presence of DBS providers who have already shaken consumer loyalty among cable subscribers such that new market entrants don't have to focus as much energy and resources on dislodging existing customers - this is great news for telcos set on offering video services.

TDG's latest report, Receptivity to TelcoTV among PayTV Subscribers - Primary Research and Analysis, features the results of an April 2006 study of more than 1,500 US PayTV households regarding interest in TV and bundled services offered from their 'local telephone provider.' Central to the report is an analysis of how interest fluctuates relative to different levels of monthly cost savings, a variable which weighs heavily upon interest in TelcoTV offerings.

Following up our groundbreaking IPTV analysis and forecasts, we are now gauging at the reaction of consumers to this new medium. Consumer Perceptions of TelcoTV is a North American companion to IPTV 2006 Update: The Evolution of IP Media. The two reports uniquely blend inside-industry expertise with in-depth consumer research and offers a complete analysis of our latest study regarding pay-television service and IPTV. Although IPTV is a new technology enabled by a broadband Internet connection, consumers will (or should) ultimately view the services as just another TV service. However, this simplification does not necessitate consumers' preferences for other, more traditional mediums for receiving their premium TV service - namely cable or satellite. This study seeks to understand consumer feelings toward service providers, quantify the primary target for IPTV services, and explode the opportunities for telcos looking to offer their own pay-TV service.

Receptivity to TelcoTV among PayTV Subscribers - Primary Research and Analysis analyzes a number of pricing scenarios to determine the optimal pricing for a telco-provided IPTV service depending on various possible offerings from competitors. Such an analysis is also conducted regarding a telco-provided Triple Play bundle including telephone, broadband Internet, and IPTV.

Specifically, this report offers insights into:

--Consumer satisfaction with existing services;

--Perception of quality and reliability of various entities to provide TV service;

--Comfort with receiving TV service from their local telecom operator;

--Proclivity to switch TV providers given certain enticements;

--Perception of quality and reliability of various entities to provide bundled services; and

--Proclivity to sign up for telco bundled services given certain enticements.

Topics Covered

Key Findings

1.0 Introduction

2.0 Methodology

3.0 So What is TelcoTV?

4.0 Summary of Market Opportunities for TelcoTV

5.0 Consumer Opportunity

5.1 Current Pay TV Environment

5.2 Overview of Consumer Opinion

5.2.1 Satisfaction with Current Service

5.2.2 Proclivities to Switch Service Providers

5.2.3 Familiarity with IPTV

5.3 Telco TV

5.3.1 TV Services Offered by Telco

5.3.2 TV Service Subscriptions Through Telco

5.4 Interest in Telco IPTV

5.4.1 Preferred Pay TV Provider

5.4.2 Proclivity to Switch to TelcoTV

5.4.3 Price Sensitivity

5.5 Telco Triple Play Bundle

5.5.1 Preferred Triple Play Provider

5.5.2 Proclivity to Switch

5.5.3 Price Sensitivity

6.0 Reflections and Recommendations

7.0 Appendix

List of Figures

For more information visit http://www.researchandmarkets.com/reports/c41347