MWF+12+video+focus+group

Premium video content is increasingly being delivered through the Internet, giving Gen-Y many different ways to access TV shows and movies. As a result broadcast TV audiences are being fragmented and the movie industry can no longer assume that box office revenues alone will pay for the production of new movies. The rationale for our focus group sessions is to determine how Gen-Y currently watches premium video and which broadband technologies they prefer. This information will allow us to advise Proximity clients on how best to target Gen-Y using ads associated with premium content.


 * 1) Which kinds of TV shows do you still watch when they are first broadcast?
 * 2) Do you avoid advertising by using a DVR or wait to watch a show on demand? Do you prefer to watch TV shows online with embedded ads?
 * 3) Do you keep up with new movie releases and prefer to see them first in a theater?
 * 4) Do you prefer to rent / buy DVDs or watch streaming video when you watch movies at home?
 * 5) Does the size and quality of the screen play a role in determining how you watch TV shows and movies?


 * Overall Findings**

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 * Gen-Y will only spend money to buy certain "highly enjoyable" DVDs.
 * High Definition programming is a preference but not priority.
 * High Definition was most preferred for action and sports videos
 * Gen-Y does take various actions to avoid watching commercials
 * Gen-Y uses a variety of sources to watch broadcast televisions
 * Salk A.
 * Waterworth A
 * Hendin C
 * Lam M