Building an alliance with viewers

Building an alliance with viewers
June 1, 2006

Canadian broadcaster Alliance Atlantis recently announced that it was conducting an ongoing research project involving four online consumer advisory panels. The panels were established at the beginning of the year in an effort to engage viewers more meaningfully, and provide valuable insights on important industry and company issues.

The first panel is made up of 6,000 members of the general viewing public, while the other three are made up of regular viewers of HGTV, Food Network and Life Network. The panels are tapped every three to four weeks to test viewing and other media habits, as well as communication preferences, brand perception, advertising awareness and other critical issues.

So far, some interesting facts have been revealed. Asked if having HD affects the amount of live recording they watch, viewers responded: about the same (60%), somewhat more (23%), a lot more (8%), somewhat less (5%), and a lot less (4%).

Viewers who agreed with the statement ‘I visit the channel’s website’ numbered 42% for the Food Network, 18% for HGTV, and 17% for Discovery Canada. In order to help promote the program Junk Brothers on HGTV, the panel was also asked about their garbage-picking habits. A startling 40% of Canadians reported they have picked up items at the curb, and 73% of those call what they salvaged furniture.

The advisory panels also support multimedia content to allow testing of programming, on-air promos and other advertising.

About The Author
Andrew Tracy joined Realscreen as associate editor in 2021, following 17 years as managing editor of the award-winning international film magazine Cinema Scope. From 2010 to 2020 he also held the position of senior editor at the Toronto International Film Festival, where he oversaw the flagship publication for the organization’s year-round Cinematheque programming and edited its first original monograph in a decade, Steve Gravestock’s A History of Icelandic Film. He was a scriptwriter and consultant on the first season of the Vice TV series The Vice Guide to Film, and his writing and reporting have been featured in such outlets as Cinema Scope, Reverse Shot, Sight & Sound, Cineaste, Film Comment, MUBI Notebook, POV, and Montage.