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For the second time, NATPE/Content First is joining with the Consumer Electronics Association to commission a consumer research study, this time looking at how viewers discover content and find alternatives to live TV viewing.
The results will be presented in two phases at the 2015 Consumer Electronics Show in Las Vegas and then two weeks later at the NATPE market and conference in Miami Beach.
The research being conducted by a third party, E-Poll Market Research, “is designed to evaluate the TV content distribution landscape and the dynamics at play against the background of exploding consumer choices,” according to an announcement on Tuesday.
“The question of how and where people are discovering content — on any device — is one that we need to gain a better understanding of as an industry,” says NATPE CEO Rod Perth. “Viewers enjoy thousands of choices, but finding and marketing new programs is incredibly difficult. This research study will reveal fresh guidance on the how and why of viewer discovery.”
“Innovations in consumer technology have provided consumers with a multitude of choices in how, when and where they watch and learn about TV programs,” notes CEA president and CEO Gary Shapiro. “Having a more detailed understanding of how consumers use these technologies will help guide the next generation of innovation.”
The first phase to be conducted online among regular TV watchers will focus on TV content discovery and changing channels of distribution such as smartphones, tablets and laptops. It will also encompass viewing using SVOD, VOD, TV Everywhere, DVR and other OTT Networks.
The second phase will focus on the TV content discovery and selection process. It will track content exposure, selection and viewing behavior of groups of TV consumers.
At NATPE, the release of the research will be accompanied by a panel discussion with senior executives from the content and consumer electronics industries.
CES takes place in the Las Vegas Convention Center and at other locations nearby from Jan. 6 to Jan. 9, 2015.
NATPE takes place at the Fontainebleau Resort from Jan. 20 through Jan. 22, 2015.
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