Conclusion

As with previous viewership surveys, this 2009 Viewership Survey of cable subscribers in the City of Tampa reveals a substantial, knowledgeable and satisfied base of viewers for CTTV.  To be sure, there are interesting and useful differences and distinctions to be drawn from a comparison of this survey with those conducted previously, some of which are highlighted in this report.  However, it should be remembered that these differences and distinctions take place within the overall context of a community and viewership base indicating it is being well served by and largely satisfied with City of Tampa Television.

While viewership and awareness levels have dipped from 2007 levels, they have done so on the heels of a major disruption in the day to day viewership habits and behaviors of many CTTV viewers.  In December of 2007, CTTV was moved from channel 15 to channel 615 on the Bright House Networks channel lineup. 

It is, therefore, important and useful to view current viewership and awareness levels in this environment and recognize these dips in viewership as relative and explainable.  Just as a popular Main Street restaurant must rebuild its customer base after relocation to a suburban shopping mall, so too, must CTTV work to recapture those viewers who once watched but are not currently viewing on the higher "suburban" channel location, as well as, continue efforts to attract new viewers.  Given the successful CTTV efforts to increase viewership and awareness in the past, it is reasonable to expect gains in the future as continued marketing and public education efforts take place.

It is also important to note that viewership levels in the mid 30% range and awareness levels in the mid 50% range represent very good solid levels.  Tens of thousands of Tampa households are aware of and continue to watch City of Tampa Television.

Further, it is clear that viewers, on balance, continue to value the services and approach employed by CTTV.  Indeed, these viewers appear to approve of and value the job CTTV is doing to an even greater extent than shown in previous surveys.  As shown by the graph below, when asked to give a grade for how well each of five statements describe the services provided by CTTV (see pages 13-14 for a description of statements utilized), a material improvement in the mean or average grade received was observed in this survey compared to the 2007 viewership survey.

Finally, continued information gathering and viewership research should prove especially valuable in the current economic context of doing more with less while maintaining already high levels of service and should provide valuable guidance as City of Tampa Television examines and refines its programming lineup, services and delivery methods to continue to be relevant to and communicate with more and more residents of this diverse, vibrant community.

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