LONDON: A majority of Britons (63%) would prefer to watch on-demand TV content via a broadband connection to their existing receivers rather than conventionally scheduled programmes, claims a new survey touted by European ISP Tiscali - hardly a disinterested seeker after truth.

Although ignorant of the meaning of the term IPTV, Tiscali's TV Trends Report 2007 reveals that nearly half of respondents believe that traditional TV schedules will no longer exist ten years hence.

Other 'facts' emerging from the survey . . .

  • 17% of UK adults have already downloaded content on demand to their television sets, with films the most popular content.

  • Of those who already view on-demand content, 42% actually watch less TV as a result, while 41% view the same amount.

  • 51% would prefer to rent a movie via downloading than visit a store.

  • One in four respondents think large broadcasters like ITV will struggle to survive in the new marketplace against small independents able to provide on-demand content.
Tiscali UK's managing director of media services Neal McCleave believes that IPTV will be a "whole new force in broadcast and digital entertainment distribution".

Moreover, says he, the good news for consumers is that all the extra choice will mean they could end up watching less not more TV. "While the growing adoption of IPTV may mean we watch less TV overall, the time we spend in front of the box will be of a higher quality."

He added: "There is obviously a big demand already among British consumers for the freedom and choice IPTV will give them, even if they don't know the jargon yet.

"Conventional broadcasters should heed the warning and will need to adapt significantly in the coming years to retain their market share."

All of which is by way of hyping Tiscali's new VOD product, due to roll-out in the early part of this year.

Data sourced from BrandRepublic (UK); additional content by WARC staff