Poll shows broadcasting industry needs to evolve; reveals Canadians' views on TV
Rogers supports more choice and flexibility for customers
TORONTO, Nov. 25, 2013 /CNW/ – Rogers Communications, today released
results of a new poll that shows the broadcasting industry needs to
evolve to meet changing customer demand. Results reveal that a
majority of Canadians value their TV subscriptions, including the
channels and packages available to them, but want the opportunity to
further customize those packages.
“Customers have told us that they want more flexible TV options and we
should be able to offer them,” said John Boynton, executive vice
president and chief marketing officer, Rogers Communications. “We
support the government and industry’s review of cable packaging so as
an industry we can evolve to meet the changing needs of TV viewers.”
Of those Canadians surveyed in the poll conducted by Harris/Decima on
behalf of Rogers Communications, 78 per cent said they subscribe to TV
services from a cable or satellite provider. The poll reveals the
following about Canadian TV customers:
- Remote control reigns – Canadian viewers still enjoy surfing a
wide-range of channels:
Over 70 per cent of the TV customers’ surveyed claim their subscription
is important for their household’s entertainment needs. Also, over 70
per cent of Canadians are happy with the extensive number and range of
channels available to them. However, 86 per cent seek more flexibility
and choice in the channels they are able to include in their TV
- Majority of Canadians like having access to the TV bundles offered
today, but they are also interested in the option to pick-and-pay per
While 60 per cent would pay extra per channel, 64 per cent say they like
having access to TV packages that offer multiple channels and programs
in one bundle.
- Canadian viewing habits continue to evolve and are driven by new
technologies and platforms:
Canadians are supplementing their TV subscriptions with over-the-top
(OTT) entertainment services. Among those surveyed with an OTT service,
three quarters (75%) also have a cable or satellite subscription.
Rogers believes customers should have the option to choose flexible TV
packages. In 2011, Rogers rolled out a flexible packaging trial in London, Ontario to over 1000 customers. Participants were offered
the trial’s basic cable package, Digital Starter Pack, with the option
to add individual channels of their choice in increments of 15, 20 and
30 from more than 100 options. The findings reveal that Canadians
prefer channel bundles, however, also want the option to build their
own packages. The majority (92 per cent) subscribed to these
incremental packages, while 8 per cent chose not to subscribe to
additional channels beyond their basic package.
“The results from our London trial clearly show our TV customers embrace
more choice when it comes to their TV packaging and we want to offer
it,” said Boynton. “We’ve been advocating change for several years and
believe a thorough review of the entire broadcasting system is
necessary so we can deliver for our customers.”
Canadians are encouraged to continue giving their feedback on Rogers “Future of TV” online community forum. To participate in the forum, users need a My
Rogers username and password. For more information, visit the forum here. Canadians can also continue to contribute to the CRTC discussion
through volunteer-hosted “Flash!” conferences. Event organizers can
submit reports of their discussions to the CRTC by January 10, 2014.
Harris/Decima Research Methodology:
Data was collected using computer assisted telephone interviewing (CATI)
via the Harris/Decima teleVox omnibus. Overall, 1,019 completes were
collected nationally between November 7 and November 11, 2013. The
sample consists of 80% landline and 20% cell phone respondents, with
quotas by gender (50/50 split) and by region. The data is weighted in
tabulation to replicate actual population distribution by age and
gender within region according to the 2011 Census data. This survey is
considered accurate to a margin of plus or minus 3.1 per cent, 19 times
out of 20.
Rogers is a leading diversified Canadian communications and media
company. We are Canada’s largest provider of wireless voice and data
communications services and one of Canada’s leading providers of cable
television, high-speed Internet and telephony services. Through Rogers
Media we are engaged in radio and television broadcasting, televised
shopping, magazines and trade publications, and sports entertainment.
We are publicly traded on the Toronto Stock Exchange (TSX: RCI.A and
RCI.B) and on the New York Stock Exchange (NYSE: RCI).
SOURCE Rogers Communications Inc.