Viewership Survey - 2007

Opinions about Future Programming Content & Services

All 601 respondents were asked to rate their level of interest in each of a series of programming categories on a scale of 1 to 5 with a “5” being “very interested” and a “1” being “not interested at all.” The programming category receiving the greatest level of interest, generally, and across all subgroups is emergency information with 39.6% of all respondents giving it a "5-Very Interested" rating. When combining the “5-Very Interested” rating and the “4” rating to gauge a more general level of interest, again, emergency information is the programming category receiving the greatest level of general interest as about six out of 10 (60.7%) of all respondents rated it a "5" or a "4."

As discussed above, respondents across the board appear to be most interested in Emergency Information programming. However, in absolute terms and as could be surmised, viewers appear to have generally higher levels of interest than non-viewers in most programming categories. The following graph is illustrative.

In addition, to better understand viewership dynamics and to facilitate management discussion of future audience and viewership growth for CTTV, analysis was conducted by dividing the sample into three separate groups, as follows.

The first group are respondents who have seen programming on CTTV. These “viewers” of CTTV account for 231 respondents out of the total of 601 and represent 38.4% of the sample. The second group are respondents who are aware of CTTV, but are not viewers. These respondents who are “aware but non-viewers” of CTTV account for 187 respondents out of the total of 601 and represent 31.1% of the sample. The third group are respondents who are both unaware of CTTV and are not viewers. These respondents who are “unaware & non-viewers” of CTTV account for 183 respondents out of the total of 601 and represent 30.4% of the sample.

When looking at these subgroups, substantial commonality emerges as all three groups are, for the most part, interested in similar programming categories. This commonality of interest can be seen, for example, by looking at the top five programming categories for all three subgroups ranked both by percent giving a "5" or "very interested" answer and by combining the "4" and "5" answers to gauge a more general level of interest.

The tables following illustrate.
 

1. Emergency Information 36.8%	1. Emergency Information 40.6%	1. Emergency Information 42.1%
2. Tampa History Prgms 33.8%	2. Neighborhood Info 27.3%	2. Tampa History Prgms 23.5%
3.  Neighborhood Info 29%	3. Tampa History Prgms 16.2%	3. Health & Fitness Prgms 18%
4. Candidate/Election Info 19.9%	4. Health & Fitness Prgms 13.9%	4. Neighborhood Info 16.4%
5. Health & Fitness Prgms 15.2%	5. Candidate/Election Info 8%	5. Candidate/Election Info 13.7%

Ranking based upon % giving a "5-Very Interested" or "4" rating

As noted previously and as can be seen above, respondents across all three subgroups in both tables are most interested in emergency information. In addition, taken as a whole, the next four programming categories are also the same, though the rank order varies slightly from subgroup to subgroup.

Spanish Language Programming & Closed Caption Use

As shown below, 11.1% of all subscribers say they or someone in their household have watched Spanish Language programming on CTTV.

About one out of 10 (10.3%) of all subscribers say that they or someone in their household use the "closed caption" feature when watching TV. The graph below illustrates.

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