BETA RESEARCH NON-CABLE SUBSCRIBER SURVEY

• Which basic networks are most appealing to specific segments of non-subscribers?
  
• Which basic networks should be highlighted in non-subscriber ad campaigns?
  
• Which of the digital networks are most appealing to non-subscribers?
  
• Which networks achieve interest among senior citizens?
  
• Which networks achieve high interest among non-subscribers who are likely dish owners?
  
• How has awareness of basic networks among non-subscribers changed in the past four years?

These are some of the questions that are answered in the April/May Beta Research telephone survey among a national sample of non-cable households. The Beta Research study will attempt to help cable operators meet this objective by examining which “hot buttons” are most effective in attracting the cable resistor.

The questionnaire includes:

1. Awareness of specific basic services. Unaided and aided awareness will be measured.

2. Level of interest in fully distributed basic services. Based on detailed descriptions, respondents rate their interest in watching specific services on a 5-point scale. The major basic services measured include: CNN, The Weather Channel, ABC Family, Discovery Channel, TLC, TBS, ESPN, ESPN2, Lifetime, Nickelodeon, A&E, TNT, Animal Planet, AMC, Spike TV, MTV, USA Network, CNBC, Comedy Central, E! Entertainment Television, The History Channel, Sci-Fi Channel, VH1, Cartoon Network and Home & Garden TV, MSNBC, Fox News Channel, Food Network, TV Land, Bravo, The Travel Channel, and Turner Classic Movies

3. Level of interest in mid-sized/emerging networks. Based on detailed descriptions, respondents will also rate their interest in a selection of mid-sized networks including: Hallmark Channel, WGN, Game Show Network, ESPN Classic, Discovery Health Channel, WE, Oxygen, CNN fn, IFC, Discovery Digital Nets, MTV Digital Nets, Outdoor Channel, ESPNEWS, Tech TV, Toon Disney, National Geographic Channel, Lifetime Movie Network and others. The study measures most of the emerging networks measured in the Beta Research Cable Subscriber Interest Study

4. Likelihood to subscribe in cable. Respondents will be asked their likelihood to subscribe to cable after descriptions of services are read.

5. Awareness of and interest in digital cable. Respondents will be asked if they have ever heard of digital cable and to rate their interest in subscribing to digital cable.

6. Interest in satellite dish service. Respondents will be asked to rate their interest in purchasing a satellite dish during the next 12 months based on a description.

7. Internet Usage. Respondents will be asked whether they have used the internet at home during the past 30 days.

8. Profile of non-cable subscribers. The study will measure past subscriptions to cable, age, education, presence of children and teens and household income.