TTH+1230+video+focus+group


 * Rationale**

Premium video content is increasingly being delivered through the Internet, giving Gen-Y many different was 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.

> > **Findings** Implication: ads for females work on primetime; targeting males on streaming has greater potential. Pricing depends on quality of service and reduction of ads. Participants will not pay high prices for premium.
 * What television shows you do feel you must watch live? Why do you watch those shows in prime time? Would you be willing to switch to watching shows through a streaming service?
 * How are you watching the bulk of your premium content, broadcast/cable, DVD/Blu-ray, streaming from Web, Netflix, etc?
 * Does the size and quality of the screen play a role in determining how you watch TV shows and movies?
 * What cable company provides the best access to premium content? DirectTV, Comcast, Verizon, other? If you watch through a platform (PS3/XBox or similar), which to you prefer?
 * If these companies made the interface more user friendly, how willing would you be to switch? How much would you be willing to pay for that service?
 * most females do not what or how to stream and have not done it before
 * only few used consoles like xBox
 * most males only watch sports live - they stream a lot
 * not willing to pay high prices for premium but are divided on paying minimal prices
 * those without DVR will go to streaming on PC as second option


 * Seaton J Focus Group Report
 * Hedrick R focus group report
 * Gibb D
 * Roulette B
 * Lichtenberg L.