The Sony channel Channel Research... · The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis

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The Sony channelNew Channel Evaluation

1

February 2013


Outline

1.Introduction

i. Methodology

ii. Who we spoke to

2.Main Findings in Detail

i. Is there a need?

ii. Could Sony do it?

iii.Would they watch it?

iv.Would it drive subscriptions?

3.Conclusions & Implications

2

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Introduction


Background and methodology

4

Background

SONY and FOXTEL have been in discussions regarding a channel for women.

In February 2012, research was conducted to test the channel concept for propensity to watch, measure the appeal of the channel and proposed programming and identify any potential barriers to viewing and successful channel launch.

MethodologyD&M Research hosted an online survey with 500 Australian women aged 25-54 years.

The survey was 15 minutes long and included visual stimulus in the form of a video showing elements of the SONY channel offering.

To achieve a good spread of women, quotas were placed on age and location.

The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis.

The typical respondent was a women aged 40 years, married with children, living in a Capital City with a combined household income of around $90K.


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Who We Spoke To


Demographics – which of the following best describes you? 6

Who We Spoke To For this study, the typical respondent was 40 years old, married with children, living in a Capital City with a combined household income of $93K.

Base = 502 Base = 502 Base = 502

25-34 33% Married or de facto 74% Working full time 44%35-44 34% Never married 15% Working part time 24%45-54 33% Divorced or separated 10% Unemployed, seeking work 3%Average Age 39.5 Widowed 1% Looking after the home 23%

Prefer Not To Say 1% Studying full time 2%Studying part time 1%

Sydney 20% Retired 3%Rest of NSW 12% Young single person living alone 5%ACT 2% Peer group flatting together 4%Melbourne 19% Young couple with no children 14% Under $40,000 (25) 12%Rest of VIC 6% Family mainly pre-school children 16% $40,000 to $59,000 (50) 12%Brisbane 9% Family mainly school children 29% $60,000 to $79,000 (70) 20%Rest of QLD 11% Family with mainly adult children 17% $80,000 to $99,000 (90) 15%Adelaide 5% Older couple / single person 12% $100,000 to $120,000 (110) 19%Rest of SA 2% Prefer not to say 3% $121,000 to $140,000 (130) 8%Perth 8% Over $140,000 (180) 14%Rest of WA 3% Average $93KDarwin 1% Yes 29%Rest of NT 0% Shared 29% SubscriptionTasmania 2% No 42% Pay TV Subscriptions

Already have a Pay TV service 29%Have had a Pay TV service in the past 21%Not connected now and would never consider having a Pay TV service 20%

Age

Location

Marital Status Employment

Household

MI E

HHI


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Is there a need?Main Findings in Detail


Types of Shows or Programs like to Watch

Mini series / Movies Drama / Drama serials Sports Other (Specify )0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

34% 39%

15%

32% 32% 33% 39%25%

17%6% 10% 8% 4%

15% 11%1%

Watched Favourites

77% 76%72% 72% 71% 71% 69%

63%

44%40% 39%

35% 31% 30%25%

2%

Women claim to watch and love Dramas, Soaps and Miniseries / Movies.

QA1a. Which of these types of shows or programs do you watch? QA1b. And which of these types of shows or programs are your favourites?

Based on Genre

All respondents n=502


Types of Shows or Programs like to Watch

9

Pay TV subscribers are significantly higher on watching Documentaries (71%) than Non Subs (60%).

Non Subs were significantly higher on watching Movies / Mini Series (81%) than Pay TV Subscribers (68%) and Comedies (77% vs 60%).


Movies / Mini series Documentaries / Nature / HistoryDrama / Drama serials Talk shows / Chat shows / Panel shows Sci Fi / Fantasy0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

QA1a. Which of these types of programs or shows do you watch?


Top 3 Favourites by Show Type

10

Net Dramas & Soaps Reality/ Celebrity Soaps/ Soap Operas Sports0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

33% 27%16% 13% 9% 7% 5% 8% 6% 3% 2% 2% 1% 0%

Top 3 Favourite

QA2. Which television shows were your favourite 3 programs or shows in 2012?

55%48%

35%27% 26%

18% 18% 15% 11%8% 7% 5% 4% 3% 1%

Just over 1 in 2 mentioned an actual Drama or Soap show in their top 3, and 1 in 3 as their most Favourite.

Based on Shows



Crime / Law / Mystery Talk shows / Chat shows / Panel showsDocumentaries / Nature / History Sports0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Top 3 Favourites by Show Type

QA1b. And which of these types of programs or shows would you say are your favourite? 11

Pay TV Subscribers are significantly higher on choosing Lifestyle genres (43%) than Non Subs (27%), and Sport (16% compared to 7%).

Non Subs were significantly higher on selecting Comedies (36%) than Pay TV Subscribers (22%) as one of their favourite genres.



Favourite show – Top show

12

Revenge Downton Abbey MasterChef Once Upon a Time Law and Order Supernatrual0%

10%

20%

30%

40%

50%

8%6% 4% 4% 3% 3% 3% 3% 2% 2% 2%

40%

Revenge is the most chosen 1st Favourite show by 8%.

The Big Bang Theory is in the second position on 6%, then Downton Abbey & Home & Away on 4%.

A large proportion chose another show as their 1st Favourite, though none of these individual shows accounted for 2% of all mentions.

CHECK+++




Favourite Show – Top 3 combined

13

Revenge is the most watched Top 3 Show at 17%.

When all Top 3 Shows are combined, Revenge is the most watched by 17% overall and by 34% of those who said they watched Dramas / Drama serials.

For 8 in 10, another show was mentioned as a Top 3 show.



Revenge Bones Home and Away Modern Family Criminals Minds Supernatrual0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

17%12%

9% 9% 7% 7% 6% 6% 6% 6% 5% 5% 5% 4% 4% 4% 3% 3% 3% 3% 3% 3%

81%


A3. You mentioned that you watch Soaps / Soap Operas. Which soaps did you watch in 2012?14

B&B49% of USA Soap ViewersUSA

= 63%

AUS = 62%

UK = 17%

Other = 9%

Home & Away 72% of AUS

Soap Viewers

Downton Abbey34% of UK

Soap Viewers

Top Soaps by Country

Watching soaps

One in 4 women said they watch Soap Operas, among these:

0.25 0.75; 100%

All respondents n=502N= 127 respondents who watch soaps


Most watched Soaps in 2012 by Country

QA3. You mentioned you watch Soaps/ Soap Operas. Which Soaps did you watch in 2012?15

The most watched USA Soaps are The Bold and the Beautiful (49%), Days of our Lives (20%) and Revenge (13%).

The most watched Australian Soaps are Home & Away (72%), Neighbours (33%) and Packed to the Rafters (18%).

The most watched UK Soaps are Downton Abbey (32%), Eastenders (24%) & Coronation Street (20%).

N= 127 respondents who watch soapsPopulation = 1,145

USA = 63%

AUS = 62%

Base 83 Base 80 Base 23Population 729 Population 722 Population 195The Bold and the Beautiful 49% Home and Away 72% Downton Abbey 32%Days of our Lives 20% Neighbours 33% Eastenders 24%Revenge 13% Packed to the Rafters 18% Coronation Street 20%The Young and the Restless 10% Winners and Losers 4% Emmerdale 5%Bones 6% House husbands 9% Other 34%Parenthood 6% Offspring 3% Dont know 15%The Big Bang Theory 5% Underbelly 3%Dallas 4% Other 3%Other 11% Dont know 3%Dont know 3%

Australian SoapsUSA Soaps UK Soaps

UK = 17%


Watching ‘Daily’ Talk / Chat Shows

QA4. You mentioned that you currently watch talk / chat shows. Does this include a ‘Daily’ talk or chat show? If yes, please specify shows watched. 16

Ellen50% of USA

Talk/Chat Viewers

The Panel13% of AustralianTalk/Chat Viewers

Top ‘Daily’ Talk Shows by Country

USA = 72%

AUS = 32%

Other = 12%

Among those who watch Talk/Chat show, 72% watch USA ‘Daily’ shows and 32% watch Australian ‘Daily’ shows. Just over 1 in 10 watch chats from another country.

The most popular USA Talk/Chat show is Ellen at 50%.

The most watched Australia Talk/Chat show is The Panel at 13%.

Talk/Chat shows are watched by 40%.

Yes; 40%No; 60%

n= 138 respondents who watch a ‘Daily’ Talk/Chat

n= 196 respondents who watch a Talk/Chat


Watching Comedies

QA5. You mentioned that you currently watch comedies. Which comedies did you watch in 2012?17

Comedies are watched by 72%.

Nearly all of the top 14 Comedies watched in 2012 were American.

The Big Bang Theory is the most watched at 45%, well ahead of all others.

Modern Family is in the second position on 18%, followed by Two and a Half Men and How I Met Your Mother on 15%.

The Big Bang Theory How I Met Your Mother The Simpsons Mrs Browns Boys Mike and Molly0%

10%

20%

30%

40%

50%45%

18%15% 15%

7%5% 5% 4% 4% 4% 4% 3% 3% 3%

35%

N= 344 respondents who watch Comedies


18

in 107 . . . Australian women aged 25-54 think there is something missing from the current Australian television offering (71%)

Is anything missing?


What’s missing in the current offering?

QB1. What, if anything, do you thins is missing in the current Australian television offering? 19

When asked what, if anything, is missing from the current Australian offering, only 29% said ‘Nothing/Don’t know’, indicating that for 71%, something is missing.

DK/Nothing

Quality programming/quality acting and writing/less cheap reality

Documentaries/Nature/History

Variety

Drama/Drama series

Comedies/good comedy

Movies/Mini Series/Better movies

Australian/local content

0% 5% 10% 15% 20% 25% 30% 35%

29%

6%

6%

7%

7%

8%

12%

14%


What’s missing in the current offering?

QB1. What, if anything, do you thins is missing in the current Australian television offering? 20

When asked what, if anything, is missing from the current Australian offering, ‘Australian / local content’ has the highest mentions at 14%.

‘Movies / Mini Series / Better movies’ is in the second position, mentioned by 12% then ‘Comedies / good comedy’ mentioned by 8%. ‘Drama / Drama Series’ is mentioned by 7%.

There were a few differences between Pay TV Subscribers and Non Subscribers, with Subs slightly higher on mentioning Drama and Non Subscribers slightly higher on Documentaries / Nature / History – though these differences were not significant.

For 29%, nothing top of mind is missing.

B1. Now we’d like you to think about the current Australian television offering. By this we mean Channels being broadcast on both Free to Air and Pay TV in Australia, not just television that is made in Australia.What, if anything, do you think is missing in the current Australian television offering"

TotalPay TV

SubscribersNon

Subscribers

Base = 502 248 254

Population= 4553 1320 3233

Australian/ local content 14% 14% 13%

Movies/Mini Series/Better movies 12% 11% 13%

Comedies/good comedy 8% 9% 8%

Drama/Drama series 7% 11% 6%

Variety 7% 9% 6%

Documentaries/Nature/History 6% 3% 7%

Quality programming/quality acting and writing/ less cheap reality 6% 8% 6%

Less repeats of shows 5% 6% 5%

New programs/up to date shows/we are so far behind America 5% 4% 6%

Lifestyle eg Home improvement/health/ fashion 5% 4% 5%

Sport/more range in sports 3% 3% 3%News/Current Affairs/better journalism and coverage of news and current affairs showing both sides, not just one sided/ responsible journalism/unbiased reporting

3% 2% 4%

family friendly programs/sitcoms/kids shows /not dark or violent 3% 3% 3%

Less Advertisements/ad free 3% 4% 2%

Sci fi - science fiction 3% 1% 3%

Free/ free to air TV/make it free 2% 4% 2%

Reality/celebrity reality 2% 2% 2%

Crime/Law/Mystery 2% 2% 2%

British/English shows 2% 2% 1%

Different, edgy and unique shows 1% 2% 1%

U.S. Content 1% 2% 1%

Chat/Talk Shows 1% 1% 1%

Soap/Soap Opera 1% 1% 1%

More interesting, fun, and addictive content 1% 2% 0%

Music 1% 0% 1%

A good balance of different programs… more range… not just focussing on one particular style of show 1% 2% 0%

Live programs 1% 1% 1%

Game shows/quizz shows 1% 1% 0%

Other 8% 9% 8%

DK/Nothing 29% 26% 30%


21

in 31 . . . Australian women aged 25-54 think the current Australian television offering needs a channel that caters more towards women (31%)

Is there a need?

Almost


The current Australian offer

B2. How well do you think the current Australian television offering caters to women?

22

Total (N=502) Pay TV Subscribers (n=248) Non Subs (n=254)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

27%33%

24%

36%34%

37%

22%20%

23%

10% 7% 11%

5% 6% 5%

66 6

Bottom 3 Box

3-4

5 - Neither

6-7

Top 3 Box

Average

Overall, Australian Women give the current television offer for women a 6/10.


Extremely well

Not at all well


Who caters best to women

QB3. Which television station – on either FTA or Pay TV – do you think caters best to women?23

Net FTA=50%

Net Pay TV=17%

Overall, the FTA channels are seen as having the best offering for women, with 1 in 2 selecting one of the 4 FTA channels as a channel they think caters best for women.

Seven is seen as the best channel for women, chosen by just over 1 in 5, with Ten and Nine chosen by around 1 in 10.

Of the Pay TV channels, the Lifestyle channel is the highest performer for catering to women on 8%.

Seven Nine Gem Arena E Channel Dont know0%

5%

10%

15%

20%

25%

21%

11% 10%

5%

3%

8%

3% 3%

0%

21%

19%



Seven Nine Gem Arena Other0%

5%

10%

15%

20%

25%

30%

12%

4% 5%

2% 1%

23%

8%9%

27%

12%

25%

13% 13%

6%

4%2%

1% 0%

19%

22%

Pay TV Subscribers (n=248) Non Subs (n=254)

Who caters best – Pay TV Subscribers vs. Non Subs

24

Channel 7 is seen as catering best to women amongst Non subs, Lifestyle the best for Subs – who also rate it higher.

QB3. Which television station – on either FTA or Pay TV – do you think caters best to women?


Rating7/10

Rating7.5/10


Rating the best channel

B3a. How would you rate that channel on catering to women?25

Seven (21%) Nine (10%) Gem (3%) Arena (3%)0%

20%

40%

60%

80%

100%

0

1

2

3

4

5

6

7

8

9

10

7 7 76

78

8 8

When rating how well the ‘Best Channel’ caters to women, the FTA channels all derive more than half of their ratings in the 6-7 range.

While the Pay TV channels all have lower bases, those who do nominate them as the ‘Best Channel’ have the majority of their scores in the Top 3 Box.



Interest in channel dedicated to Soaps

QB5. How interested would you be in a channel dedicated just to Soaps? 26

N= 127 respondents who watch soapsPopulation = 1,145

Total Soap Watchers (n=127) Pay TV Subscribers (n=64) Non Subs (n=63)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

34%40%

31%

29%

34%

27%

11%

8%

12%

11%3%

14%

16% 15% 16%

67

6 Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

Around 2 in 3 women who watch soaps are interested in a channel dedicated to Soaps, including 1 in 3 highly interested.

Interest is higher amongst Pay TV Subscribers.

Extremely

Not at all


Interest in a channel that focuses on family & relationships

QB6. How interested are you in a channel that airs drama, comedies, reality, lifestyle shows, talk/chat shows and documentaries that have a family and relationship focus?

27

Total (n=502) Pay TV Subscribers (n=248) Non Subs (n=254)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

39% 45%37%

31%29%

32%

16% 15%17%

8% 5% 9%5% 6% 5%

77 7

NETT Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

7 in 10 women are interested in a channel that airs a variety of genres with a family and relationship focus. Among them, 4 in 10 are highly interested.


Extremely

Not at all


Comedies women like

QB7. Do you think there were enough comedies on TV in 2012 that women like to watch?28

Total Comdey Watchers (344) Pay TV Subscribers (149) Non Subs (n=195)0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1

2

3

35%45%

31%

29%

25%

31%

36%30%

38%

2

2

2

NoUnsureYesAverage

Overall, the perception that there were enough comedies that women like to watch in 2012 was polarising, with 35% thinking there was enough and 36% thinking there wasn’t.

Pay TV Subscribers, with a larger selection, were more inclined to think there was enough (45%) while Non Subscribers were more inclined to think there wasn’t enough (38%) or be unsure (31%).

N= 344 respondents who watch comedies


Drama/Drama Serials; 12%

Soaps/Soap Operas; 9%

Mini series / Movies; 13%

Lifestyle; 16%Comedy; 12%

Crime/Law/Mystery; 10%

Reality/Celebrity Reality; 8%

Documentaries/Nature/History; 8%

Daily Style Chat or Talk; 8%

Variety/Talent Shows; 5%

What would women build?

QB8. Imagine you were asked to create a channel that catered predominantly for women. What percentage of each of these genres would you include in this channel?29

If women could build their own TV Channel catering for women about 1/3rd of all programming would be dedicated to Drama and Soaps, Mini series and Movies.


Net Drama/Soaps/Mini series/Movies = 34%

Respondents were shown 10 feature genres as ingredients for a channel that catered

predominantly for women and asked what percentage of each genre they would include if they were making the channel themselves.


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Could SONY do it?Main Findings in Detail


31

Spontaneous Associations with SONY – Word Cloud

QC1. Thinking now about the brand SONY. When you think about the brand SONY, what comes to mind?

There is a high free association of SONY with Quality (31%) and Televisions.

* A ‘Word Cloud’ is a visual depiction of the responses to this question. The frequency of mention is indicated by the font size of the word

PRE-CONCEPT ASSOCIATIONS


Non Subs (n=254)

Pay TV Subscribers (n=248)

Total (n=502)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

15%

21%

16%

43%

34%

41%

28%

30%

28%

9%

10%

9%

6%

5%

6%

Strongly Disagree Partly Disagree Neither agree nor disagree Partly Agree Strongly Agree

Could SONY do a TV Channel?

QC2. Thinking about the SONY brand, regardless of whether they currently do it or not, how much do you agree or disagree that SONY could do the following in the future?

32

Nearly 6 in 10 (57%) think SONY is capable of having a TV channel, and less than 1 in 5 (15%) disagree.


3.5

3.6

3.5

PRE-CONCEPT


Could SONY do it?

QC2. Thinking about the SONY brand, regardless of whether they currently do it or not, how much do you agree or disagree that SONY could do the following in the future?

33

Travel Agency

Fashion Label

Credit Card

Sports Brand

TV Channel

Mobile Phone Network

Movie Studio

Online Music Store

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

2%

4%

4%

5%

16%

17%

25%

44%

7%

11%

16%

16%

41%

41%

44%

40%

33%

28%

32%

31%

28%

28%

21%

11%

28%

25%

24%

28%

9%

9%

6%

4%

31%

32%

24%

20%

6%

4%

3%

1%

Strongly Disagree (1) Partly Disagree Neither agree nor disagree Partly Agree Strongly Agree (5)

4.2

3.8

3.6

3.5

2.6

2.5

2.3

2.2

Nearly 6 in 10 (57%) think SONY is capable of having a TV channel, with nearly 1 in 6 thinking this is something SONY is highly capable of. Only 15% in total disagree that SONY can have a TV Channel in now or in the future.

There is high agreement that SONY can have an online music store or a movie studio.



Product to brand association

QC3. Please indicate which of the following brands you associate with each of these products. 34

Nearly 1 in 20 (4%) already associate SONY with TV shows or channels.

SONY has the highest product to brand associations in the competitive set for Consumer Electronics, Music – recording / selling and Gaming video games & consoles.

Movies – production & distributions and TV shows are more associated with Disney and Travel & Money with Virgin.


QC3. Please indicate which of the following brands you associate with each of these products.

SONY Virgin Samsung Apple Microsoft Disney None

Consumer Electrical i.e. TV units, sound systems, PC’s Tablets, Phones 88% 11% 86% 78% 57% 1% 2%Music – recording / selling 64% 46% 8% 42% 6% 12% 7%Gaming i.e. video games / console games 59% 3% 13% 48% 52% 14% 10%Movies – production / distribution 19% 3% 3% 6% 2% 91% 5%Sports – sponsorship / equipment 16% 27% 23% 6% 8% 2% 57%TV shows or channels 4% 2% 2% 5% 1% 87% 9%Travel 1% 81% 1% 1% 0% 6% 16%Money / Credit cards / Finance 1% 81% 1% 1% 1% 2% 17%


Product to brand association - SONY

35

QC3. Please indicate which of the following brands you associate with each of these products.

Consumer Electrical i.e. TV units, sound systems, PC’s Tablets, Phones TV shows or channels0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

88%

64%59%

19% 16%

4%1% 1%


SONY’s highest product to brand association is with Consumer Electricals – TVs, sound systems, PC’s etc., at 88%.

SONY also has high associations with Music and gaming.

Only 4% would currently associate SONY with TV shows or channels.


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Do they like it and will they watch it?Main Findings in Detail


37

Respondents were shown a 30 second video featuring a selection of content from the SONY women’s channel, accompanied by a stylised SONY logo and mood music.

When the video ended, respondents were shown the 5 feature components again for 10 seconds each.

Visual Stimulus


Overall appeal

D1a. Based on what you have just seen, how appealing do you feel this channel is to you?38


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

47% 52%45%

28%24%

29%

8% 8% 8%

8% 7% 8%

9% 8% 9%

77 7

Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

The SONY channel was well received, with 3 in 4 (75%) giving a positive score, including nearly (47%) giving a top 3 box score for overall.


Very Appealing

Not at all Appealing


What do you like about the SONY Channel – Top 3 Box (47%)

39

QD1b. What, if anything, do you particularly LIKE about the channel?

“The variety of women's shows that differ greatly though are all easy shows to get

glued too.”

“All the good shows on ONE channel so you don't have to go fishing around looking for

them!!”

“The variety of shows. I could count at least 5 of the shows I particularly like.”

“I like a lot of the shows mentioned (eg. grey's anatomy), and I like the sound of the new shows they would like to air. I

also like that there would be a channel to play the soaps I miss!”

General Content / Programs / Shows 29%

Variety / Range of Programs / Shows 31%


Likes by Appeal

QD1b. What, if anything, do you particularly LIKE about the channel? 40

For those who gave an 8-10 appeal, the highest attributes are for the programing – with 31% mentioning - Variety / Range of Programing and 29% mentioning General Content.

Interestingly, 16% of those who gave a Bottom 3 Box rating for appeal mentioned Local Repeats / Australian Programs as something they liked about the channel.

D1. Likes in Channel by D1a. Based on what you have just seen, how appealing do you feel this channel is to you?

Total Top 3 Box 6-7 Neither 3-4 Bottom 3

Box

Base= 502 244 134 42 38 44Variety/Range of programs and shows 22% 31% 23% 4% 11% 0%General Content/ Programs/ Shows NFI 21% 29% 18% 15% 15% 3%New shows 8% 10% 6% 3% 10% 0%Movies NFI 7% 5% 5% 8% 6% 17%Australian content / Austraian shows NFI 5% 4% 7% 5% 7% 0%Drama NFI 4% 6% 3% 4% 5% 0%Encores of homegrown favourites/Australian Programs / Specific show 4% 2% 5% 1% 7% 16%Event Miniseries and Movies / Specific Movie/Miniseries 4% 5% 6% 0% 0% 6%Doesnt have unliked content 3% 2% 6% 0% 4% 3%Female focused 3% 4% 2% 0% 2% 0%Everything/ All of it 2% 5% 0% 1% 0% 0%Greys Anatomy 2% 2% 3% 1% 0% 6%Exclusive Premieres from the U.S. / Specific show 2% 1% 6% 3% 0% 0%Comedy NFI 2% 3% 2% 4% 0% 0%Mini Series NFI 2% 2% 2% 0% 5% 0%American content / US Shows NFI 1% 1% 1% 0% 7% 0%Repeats/ Encore Screenings 1% 2% 0% 1% 0% 0%Soaps NFI 1% 2% 1% 0% 0% 0%Old content 1% 2% 0% 0% 0% 0%Other 5% 4% 4% 18% 0% 5%Nothing/DK 11% 1% 7% 31% 24% 44%


What do you dislike about the SONY Channel – Bottom 3 Box (9%)

QD1c. What, if anything, do you particularly DISLIKE about the channel? 41

When giving an 0-1 appeal score, the predominant attribute again is to the shows – the variety of shows, shows they like, shows that look interesting etc.

“Too many shows with the beautiful people being nasty and overtly sexy.”“I do not watch any of the programs shown on

the channel.”

“American and female based....horrible!”“Too many soaps and chat shows and shows, not enough really interesting / challenging content. If eat pray love is an example of the kind of movies on offer, that's a bit off putting. What about something like black swan.”


Dislikes by Appeal

QD1c. What, if anything, do you particularly DISLIKE about the channel? 42

D1. Dislikes in Channel by D1a. Based on what you have just seen, how appealing do you feel this channel is to you?

Total Bottom 3

Box3-4 Neither 6-7 Top 3 Box

Base= 502 44 38 42 134 244Soaps NFI 17% 15% 23% 20% 24% 11%Doesn't have content I like 9% 3% 8% 12% 14% 7%General Content/ Programs/ Shows NFI 6% 23% 8% 12% 2% 5%American content / US Shows NFI 6% 5% 3% 12% 10% 2%Repeats/ Encore Screenings 5% 4% 15% 5% 5% 3%Negative female stereotype 4% 19% 6% 13% 3% 0%Same shows available on other channels 4% 7% 7% 7% 5% 2%Drama NFI 3% 11% 7% 5% 3% 1%Talk Shows NFI 3% 3% 12% 1% 3% 1%Old content 2% 2% 8% 3% 4% 1%Express From The U.S. much loved Daytime Series / Listed show 2% 5% 3% 0% 3% 1%Female focused 2% 3% 0% 0% 3% 1%Everything/ All of it 1% 9% 5% 1% 0% 0%Mini Series NFI 0% 3% 0% 0% 0% 0%Sports NFI 0% 1% 0% 0% 0% 0%Other 3% 12% 8% 0% 4% 1%DK/Nothing 38% 1% 13% 31% 23% 59%

Overall, 38% said there was nothing they didn’t like about the channel, which rises to around 6 in 10 (59%) respondents who gave a Top 3 Box Appeal.

Looking at Channel Dislikes, 17% mentioned Soaps.


What type of person would the SONY Channel be?

QD4. From what you have seen, which of the following personality traits do you think the SONY channel would have if it were a person? 43

Loves to entertain FeminineModern High quality Clever wit Sexy0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

84%79% 79% 77% 75%

70% 70%67% 66% 66% 65% 64% 63%

60% 60%

53% 52% 52% 50%

43% 43%

28%


For 84%, the top personality trait associated with the SONY Channel is “Loves to Entertain”.

SONY also has high associations with Accessible (79%), Friendly (79%), Fun (77%) and Modern (75%).


How would you describe the SONY Channel?

QD5. Based on what you have seen so far, which of these statements do you think would apply to the new channel?44

The top description associated with the SONY channel is “Light entertainment – nothing too dark or heavy”.

Other high associations include: Offers great TV, particularly escapist drama and comedy (68%), Fun and addictive shows and Features shows with strong, relatable female leads (66%).


Light entertainment – nothing too dark or heavy It’s not a 24 hour soap channel Humour that is clever, never crass A guilty pleasure0%

10%20%30%40%50%60%70%80%90%

100%

79%68% 66% 66% 65% 62% 61% 60% 60% 59% 58% 55% 54% 54% 52% 52%

46% 44% 43%35% 34% 32%

25% 21%


Channel diagnostics

D3. And to what extent do you agree or disagree with these statements about the SONY channel?45

It looks really different to other channels

It suits the SONY brand

This channel would be for someone like me

It made me feel different about the Sony brand

I really like the idea of this channel

The channel would have programs and shows I would want to watch

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

54%

46%

65%

63%

71%

76%

19%

31%

13%

26%

13%

8%

26%

16%

21%

9%

16%

16%

Disagree Neither Agree

3.9

3.9

3.8

3.7

3.5

3.4

Over 7 in 10 agree that they like the idea of this channel and that it would have programs they would like to watch.


*

*Benchmark against best Fox Footy concept = 68%

Average5 = Strongly Agree


Likelihood to watch

E3a. If this new channel became available on Free to Air TV, how likely would you be to watch it? 46


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0

1

2

3

4

5

6

7

8

9

10

59% 60% 59%

22% 19% 23%

7% 7% 7%5% 4%

5%8% 10% 7%

7 7 7

Bottom 3 Box3-45 - Neither6-7Top 3 BoxAverage

8 in 10 women are likely to watch the SONY Channel if it was available, with 6 in 10 highly likely to watch.


Would definitely watch

Not at all likely to watch


47

. . . Prefer the name

SONY Entertainment

Preferred name

in 32Almost


Preferred name

E1. Here are 9 potential names for the new SONY Channel. Please select the 3 you like the most48

Almost 2 in 3 (65%) chose Sony Entertainment as the preferred name

Sony Entertainment Sony Entertainment Television Sony Glow Sony Stella Sony Fling0%

20%

40%

60%

80%

100%

65%60%

47%

29% 27% 27%

18% 16%11%


HERE ON MASTER

Will it build subscriptions?Main Findings in Detail


Acquisition / Retention Propensity – Foxtel

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current / subscribe to Pay TV Subscription over the next 12 months? 50

There was no change to the Foxtel Retention / Churn proportion (0-4) and a 6 percentage point decline in Acquisition proportion (6-10), after seeing the SONY channel concept

0-4 Retention / Churn 6-10 Acquisition0%

10%

20%

30%

40%

50%

4.4%

27.0%

4.3%

21.2%Resting PropensityConcept Propensity


Resting Propensity = prior to conceptConcept Propensity = after concept


More on Retention

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current Pay TV Subscription over the next 12 months? 51

Firstly the Sony Concept impacts positively on the retention of those most vulnerable.Interestingly, mapping Resting Propensity with Concept Propensity for RETENTION, shows quite significant upward lifts for the most vulnerable – i.e. all resting scores of below 6 increase.

All Pay TV Subs n=248

0

100

200

300

400

500

600

700

0

1

2

3

4

5

6

7

8

9

10

6 6 5

7 7

6

7 7

8 8

9

PopulationCONCEPT PROPENSITY

RESTING PROPENSITY

000’sDefinitely

Not at all

Definitely

Resting Propensity = prior to conceptConcept Propensity = after concept


Where does behaviour change?

52

Most likely to Churn

Less likely to Churn

Less likely to Acquire

Most likely to Acquire

• But isn’t behaviour more likely to occur at the extreme ends of the propensity scale?• What would the net impact on subscriptions look like using a conventional Top 3,

Bottom 3 Box Approach?

Indifferent

0 1 2 3 4 5 6 7 8 9 10

Acquirers

Churn Risk

Churners

Acquire Potential

Passive


Top 3 box propensity model

S7. Just thinking about your Pay TV Subscription how likely are you to retain your current / subscribe to Pay TV Subscription over the next 12 months? 53

An alternative Top 3 (Acquisition) - Bottom 3 (Retention) model shows;

• A 1.2 percentage point decrease in the Retention / Churn proportion; and

• A 1.7 percentage point increase in the Acquisition proportion,


0-2 Retention / Churn 8-10 Acquisition0%

1%

2%

3%

4%

5%

6%

7%

8%

9%

10%

3.2%3.7%

2.4%

5.4%Resting PropensityConcept Propensity

Net 3 percentage point increase in subscriptions

(5.4 Acquire – 2.4 Churn)


Projected Subscriptions

Source: OzTAM national homes universe estimate by quarter Q1 2011 to Q1 201354

Using past OZTAM data as the base shows a realistic survey estimation of future subscriptions using the resting propensity (29.3%).

Adding the Sony Channel to the subscription environment shows a result that is better than the baseline (31.8%).

Qtr 1 '11 Qtr 3 '11 Qtr 1 '12 Qtr 3 '12 Qtr 1 '13 Qtr 1 '14 Sony Channel Projection25%

30%

35%

29.6% 29.8%30.1% 30.1% 29.9% 29.7%

29.2% 29.2%28.8%

29.3%

31.8%

PAY TV Penetration Estimates & Projections(Using Top 3 / Bottom 3)

QTR 1 2014 Prediction = QTR 1 2013 (28.8%) + (Acquire (3.7%) - Churn (3.2%) )

(Based on women only)


HERE ON MASTER

Conclusions and ImplicationsThe Way Forward


Is there a need?

56

What's missing: Australian / Local Content (14%), Quality Movies / Mini Series (12%), Quality comedies (8%), Drama (7%) and Variety (7%).

• 7 in 10 women think that something is missing from the current Australian TV offering.

Overall Channel 7 is seen as catering best to women, although Lifestyle is seen as #1 amongst Pay TV Subscribers.

Wha

t’s M

issi

ngC

ater

ing

to W

omen

CONCLUSION: Australian women do feel that something is missing from TV, and rate the current attempts to cater to women as average at best. Subsequently many think there is room for a channel more dedicated to their gender.

• When asked almost 1 in 3 (31%) women aged 25-54 think there is need for a channel that caters more towards women.

Is th

ere

a ne

ed?

• Women give a 6 out of 10 to the current efforts of TV to cater to women, including nearly 4 in 10 (37%) who rate it a 5 out of 10 or less. There is clearly plenty of room for an improved offer.


Could SONY do it?

57

SONY already has a strong association with QUALITY and TVs.

• A majority (57%) of women agree that SONY could do a TV Channel.

In addition it was seen as providing: light entertainment, not too dark or heavy (79%), a great escape (68%), with fun and addictive shows (66%) and strong relatable female leads (66%) – but importantly still accessible to a broader audience (60%).

SO

NY

& T

VS

ON

Y P

erso

nalit

y

CONCLUSION: SONY is well positioned to deliver a TV channel to the Australian female market and would benefit from its existing quality and entertainment heritage.

• SONY currently is more associated with electronics and in particular TVs, but can clearly stretch into the realm of a TV channel as evidenced by its acceptance and ability to demonstrate a love of entertainment.

Cou

ld S

ON

Y d

o it?

• Personality wise - the Sony Channel itself was seen as: Loving to entertain (84%), Accessible (79%), Friendly (79%), Fun (77%), and Modern (75%).


Would they watch it?

58

Almost 1 in 2 (47%) women aged 25-54, gave the SONY Channel an appeal score of 8 or more!

• The SONY Channel as presented has great appeal with a mean appeal score of almost 7 out of 10.

The SONY Channel was also seen as: having attractive programs (76%), being relevant (65%), and differentiated (54%).

Is it

App

ealin

g?D

o th

ey li

ke it

?

CONCLUSION: The SONY Channel as presented is well liked, has great appeal and would be watched if available.

• Watching propensity is high assuming availability with an average score of over 7 (where 10 is definitely watch) – a majority (59%) gave a watch propensity score of over 8 out of 10.

Will

they

wat

ch?

• Overall the SONY Channel was really liked (71%).


Would it drive subscriptions?

59

Using a bottom 3 box approach to retention (i.e. those most likely to churn) shows a 1.2 percentage point decrease in the Retention / Churn proportion.

• Although on average a fairly flat effect on retention scores, the SONY channel does provide marked uplift in intended retention amongst those currently most vulnerable.

Using the top 3 box approach to acquisition (i.e. those most likely to subscribe) shows a 1.7 percentage point increase in the Acquisition proportion.

Doe

s it

Ret

ain?

Doe

s is

acq

uire

?

CONCLUSION: The SONY Channel as presented has potential to both Retain and Acquire subscriptions.

• Based on a calculation of Acquisitions minus Churns, shows a potential 3 percentage point increase in Subs using the top 3, bottom 3 approach.

Doe

s it

build

Sub

s?

• The SONY channel also has the potential to attract new subscribers.



Contact us

D&M Research Pty LimitedNewtown Business CentreSuite 104, 1 Erskineville RoadNEWTOWN, NSW 2042

e [email protected] +61 2 9565 2655fax +61 2 9565 2787

Derek Jones – Principale [email protected]

HOW TO FIND US

60

mailto:[email protected]


HERE ON MASTER

Pre and Post Propensity ScoresAppendix


Pay TV Subscribers - Retention

62

Pay TV Subscribers n=248

The table below shows pre and post Retention scores which clearly move around a fair bit for Pay TV Subscribers

Likelihood to Retain Resting

PropensityPost Propensity

Absolute Difference

Relative Difference

0 - Not at all 0.4% 1.2% 1% 303%1 1.6% 0.4% -1% 26%2 1.2% 0.8% 0% 66%3 0.4% 1.1% 1% 270%4 0.8% 0.8% 0% 98%5 - Neither 4.4% 13.4% 9% 302%6 4.7% 5.4% 1% 115%7 12.5% 7.1% -5% 56%8 13.5% 14.0% 0% 103%9 12.8% 17.0% 4% 133%10 - Definitely 47.5% 38.7% -9% 82%Means 8.5 8.1


Non subs – Acquisition

63

Non subs n=254

A similar effect can be seen for pre and post Acquisition scores for Non-Subs

Likelihood to Subscribe Resting Propensity Post Propensity Absolute Difference Relative Difference

0 - Not at all 32.3% 39.3% 7% 122%1 13.9% 9.9% -4% 72%2 4.1% 5.8% 2% 141%3 1.9% 5.7% 4% 294%4 5.9% 3.9% -2% 67%5 - Neither 14.9% 14.2% -1% 95%6 12.4% 9.2% -3% 74%7 10.8% 6.6% -4% 61%8 1.5% 2.8% 1% 193%9 1.2% 1.1% 0% 94%10 - Definitely 1.1% 1.4% 0% 131%Means 3.1 2.7


Type of Foxtel Connection

'F1a. Which of the following Foxtel connections do you have?64

Don’t know / unsure

Foxtel on Internet TV

Foxtel iQHD

Foxtel iQ

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

22%

6%

37%

40%

The majority of PAY TV subscribers had either Foxtel IQ (40%) or Foxtel IQHD (37%).

Pay TV subs n=248


Foxtel Package – Set Top Box

'F2a. Which of the following Channel Packages do you have with your Foxtel subscription?65

Movie Basic Family

Movie Basic Showcase

HD

Kids & Music

Sports

Knowledge & Adventure

Drama & Lifestyle

Get Started

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

32%

33%

36%

53%

58%

59%

65%

90%

Nine in ten Foxtel Subs have the Get Started Package.

Around 2 in 3 (65%) have Drama & Lifestyle.

Pay TV subs n=182 with set top box (unsure of connection type not included)


Foxtel Package – Internet TV

'F2b. Which of the following Channel Packages do you have with your Foxtel Internet TV subscription?66

Sport

Movie Basic Showcase

Entertainment

Get Started

0% 10% 20% 30% 40% 50% 60% 70% 80%

38%

40%

59%

72%

Seven in ten Foxtel Subs with Internet TV have the Get Started Package.

Pay TV subs n=14 with Internet TV

Documents

The Sony channel Channel Research... · The sample included 50:50 Pay TV Subscribers / Non subscribers, with the data weighted back to the population proportions in the analysis