Roulette+Focus+Group+Report

​​Roulette B
 * To: Proximity video team **
 * FROM: Bryan Roulette **
 * Subject: Video focus group report **
 * Date: March 21, 2010 **

Here is my focus group report on our rationale and questions concerning premium video content. I conducted interviews at different times with 5 different college age people who consisted of 3 females and 2 males. I found that gender played a huge role in the amount of knowledge people have about premium video content. Even though males seem to have a larger knowledge base on this topic, one female was able to contribute good responses to some of my questions.

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. · 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? **Setting and participants:**  · Kelly, 23, a Towson University senior advertising major, interviewed at Towson University · Katie, 22, a Towson University senior communications major, interviewed at Towson University · Amanda, 20, a Towson University junior business major, interviewed at Towson University · Josh, 22, an unemployed laborer, interviewed at Towson University · Sam, 21, a Towson University Business admin. Major, interviewed at Towson University We mainly covered the following topics from our rationale. __ Live Television vs. Streaming Content __ Only the males felt like they would be willing to switch from watching their tv live to streaming content. However they also expressed that they don’t watch that many tv shows because the bulk of their viewing is in sports. Both Sam and Josh thought that streaming wouldn’t work for the masses of men who are hardcore sports fans. Kelly, Katie and Amanda all had similar tastes for live tv. All of them only watched live primetime tv when it came to competition shows such as "American Idol", "Dancing with the Stars", and "So You Think You Can Dance." __ How are you watching the bulk of your premium content? __ Discussing this topic, I realized how 4 of the 5 focus group members watch almost all of their premium content through broadcast/cable. Even for viewing movies they either used direct tv or comcast’s on-demand. Comcast on-demand seemed to be the heavy favorite considering most of the group members had Comcast. However one group member, Josh, said he viewed almost all of his movies through Netflix. He expressed how “easy Netflix works once you get used to it.” __ Does the size and quality of the screen play a role in how you watch TV shows and movies? __ I found it interesting that the whole group said size and quality play a huge role in how they view their content. Most of them said this plays a huge role in the amount of content they watch on the internet. For example, Kelly and Amanda told me that the low quality and small screen is the sole reason they don’t watch a lot of internet videos on sites such as you tube. Josh and sam seemed to care less about the quality except for when it comes to sports which they insist on watching on larger high definition tv’s My focus group session's findings showed that the female participants · Watched more live tv shows than the males. · The females mainly watched primetime competition shows such as “American Idol.” · Mostly viewed their content through Comcast cable and viewed their movies through the on-demand service. · Weren’t very concerned about screen size and quality when it came to tv’s. · viewed little to no video content on the internet because of the low quality. And they showed that the male participants · only watched live or primetime tv when it was a sporting event. · Were more likely to use a premium video service like neflix rather than females. · don’t mind the low quality of the videos they stream from the internet. · Feel that high definition tv is a must for watching sports which is the bulk of the content they view.
 * Session Topics: **

These findings leave us with valuable Gen-Y implications such as
 * If targeting females, advertisements are most effective if shown on primetime television on popular shows such as "American Idol."
 * Also stick to broadcast television if targeting females instead of online video sites such as YouTube and Hulu.
 * If targeting males, the most valuable television advertisement time is during sporting events.
 * Advertising on online video streaming sites can be very effective for the male Gen-Y demographic because many of them get their premium content online.