Rather than being concerned about the effect of online TV upon broadcast or cable viewing, networks should be embracing it even more, studies are showing.
For those who have been overly concerned about TV being watched or streamed on the Internet, studies are coming that show that the concern is unwarrented. All aspects of the experience are creating winning experiences for everyone involved.
With consumers it's the ability to watch their favorite shows when and where they want. That's a scenario that's been waiting to happen for a long time.
For those sponsoring the shows, results reveal that viewers have a much higher opinion of a brand when they are able to watch it on a network Web site. A new study from Knowledge Networks says that about 50 percent of viewers increase their consideration of a sponsoring brand.
"We found that, for the most part, features on network and program Web sites are building equity with program viewers, for both the TV networks and their advertisers," said David Tice, vice president, custom research at Knowledge Networks/SRI and director of The Home Technology Monitor. "There is much room to grow this crossover TV-Web audience."
Almost 80 percent say that engaging the show online also increases their involvement with the program overall. A big positive for the networks. Another 25 percent of viewers say that they watch the regular TV program more often because of Internet video.
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