Conflict Across America: Who Controls the TV Remote?

BALA CYNWYD, Pa.--(BUSINESS WIRE)--Oct. 9, 1997--

"Revolutionizing The Way Viewers Channel Surf"

During the last three months, more than 25 million Americans report there has been conflict in their home about who controls the television remote.

A recent survey conducted by the Opinion Research Company and sponsored by PRIMESTAR(R) direct satellite television, revealed that there is a difference in the way men and women watch television -- and the way each watches is driving the other crazy.

The survey of 1,000 homes showed most people watch television with another family member and virtually all use a remote control to make program selections. According to the survey, men control the remote 58 percent of the time. When the remote is not in their hands, the survey found the remote is on the chair or table next to the male member of the household.

Eighty percent of those surveyed said the conflict results from the program selection or the channel surfing habits of their partners. Most men surveyed report having no complaints about the surfing habits of their female partners. Women, however, report being significantly more annoyed with the surfing habits of their male partners.

"These findings are not surprising," said Margaret J. King, Ph.D., contemporary cultural analyst and director of Philadelphia-based Cultural Studies and Analysis. "The conflict results when men revert to the hunter in their nature and women revert to the gatherer in theirs.

"Men need less information to make a program selection and as a result, tend to hunt or move rapidly through program offerings. Women need to gather more information before deciding what to watch."

King said part of the problem is in the design of most remotes. "When you ask people what they watch on television, they will name types or genres of programs -- not actual program names. Finding a way to organize the many program options into themes or manageable units will enable people to make intelligent and efficient viewing choices."

Answering that call is PRIMESTAR with its new remote control device known as PrimeFinder(TM). It is designed with 10 color coded buttons named for the types of programming available to PRIMESTAR subscribers. With colors and topics such as green for sports and gray for movies, viewers can jump or "Hyper-Surf(sm)" directly to the category or programming of interest to them.

The PrimeFinder was developed to complement PRIMESTAR's channel lineup which groups channels by programming category. Together, the PrimeFinder and the channel organization, make it faster and easier for viewers to find their favorite programming in a selection of up to 160 channels.

"Both men and women like and value certain things about surfing," said Dr. King. "This is a piece of technology that is much more in tune with the way people operate intuitively."

Launched in 1994 as America's first digital TV entertainment service, PRIMESTAR is the direct broadcast satellite (DBS) provider that doesn't require the purchase of expensive equipment and the only one that has 160 channels lined up by program category.

For one monthly fee that starts at about $1 a day, PRIMESTAR's comprehensive TV entertainment service offers:

-- Use of all equipment (mini satellite dish, decoder box and

remote control);

-- Offerings of up to 160 channels of entertainment programming;

-- Hyper-Surfing, a faster, easier way for viewers to find their

favorite programming;

-- Easy-to understand, well rounded program packages;

-- Digital picture and sound/state-of-the-art quality;

-- Ongoing maintenance and service; and

-- A monthly programming guide.

Headquartered in suburban Philadelphia, PRIMESTAR is available throughout the continental United States and is offered direct to consumers through 1-800-PRIMESTAR. PRIMESTAR is also available in RadioShack(SM) and Nobody Beats the Wiz(R) stores, and from independent retailers nationwide.

CONTACT: PRIMESTAR

Kelli Gail, 215/851-9579 or

Katie Stephan, 610/617-5446