Job number ; Title of document : Draft status 1 N ovem b er 2014 2014 PSB R eview An in vestig a tion in to c ha n g in g a u d ien c e n eed s in a c on n ec ted w orld Con d u c ted b y ! sos "#R $or #$c om 14-041368-01 | FI !" | #$%"I& 2014 PSB Review ' T(is )or* )as carried out in accordance )it( t(e re+uirements of t(e international +ualit, standard for -ar*et .esearc(/ I01 '0'2':'01'/ and )it( t(e I3sos -1.I Terms and &onditions )(ic( can be found at (tt3:44)) )5i3sos-mori5com4terms5 6 I3sos -1.I '0145 14-041368-01 | FI !" | #$%"I& 2014 PSB Review 3 Contents 1 Summary of key findings .......................................................................................................................... 6 2 Introduction ............................................................................................................................................. 15 2.1 Background ................................................................................................................................................................. 15 2.2 Research objectives ..................................................................................................................................................... 16 2.3 Methodological approach ............................................................................................................................................ 16 2.4 Analysis and reporting ................................................................................................................................................. 18 2.5 Glossary ....................................................................................................................................................................... 21 3 Context: accessing television content ..................................................................................................... 23 3.1 Media use and access to TV ........................................................................................................................................ 24 3.2 Channels and services accessed ................................................................................................................................... 29 3.3 Common user behaviours ............................................................................................................................................ 33 3.4 Ways of discovering television content ....................................................................................................................... 35 3.5 Importance age and relationship with technology ....................................................................................................... 37 4 Perceptions of the value of television and PSB content ......................................................................... 41 4.1 Value of television in society ...................................................................................................................................... 42 4.2 Current understanding of PSB ..................................................................................................................................... 48 4.3 Attitudes to the individual PSB purposes .................................................................................................................... 49 4.4 Diversity and reflecting UK cultural identity in the devolved nations ........................................................................ 54 4.5 Views of PSB characteristics....................................................................................................................................... 58 4.6 Views of PSB by genre ............................................................................................................................................... 59 4.7 Generations analysis .................................................................................................................................................... 67 5 The future value of PSB .......................................................................................................................... 71 5.1 The role of PSB in ensuring high quality content........................................................................................................ 71 5.2 The role of PSB in informing understanding and stimulating knowledge ................................................................... 73 5.3 The role of PSB in reflecting UK cultural identity ...................................................................................................... 73 5.4 Representing diversity and alternative viewpoints ...................................................................................................... 76 5.5 New and original content ............................................................................................................................................ 79 5.6 Generations Analysis ........................................................................................................................................................ 81 6 Current delivery of PSB content ............................................................................................................. 84 6.1 Perceptions and use of the main five PSB channels .................................................................................................... 84 6.2 Perceptions of PSB portfolio channels ........................................................................................................................ 87 6.3 Use and perceptions of PSB catch up and on demand services ................................................................................... 90 6.4 PSB websites and web apps ........................................................................................................................................ 93 6.5 Non PSB brands and services providing PSB-type content ........................................................................................ 95 6.6 Generations analysis .................................................................................................................................................... 96 7 Future delivery of PSB content ............................................................................................................... 99 14-041368-01 | FINAL | PUBLIC 2014 PSB Review 4 7.1 Preference for on demand or scheduled content .......................................................................................................... 99 7.2 Views of alternative PSB formats ............................................................................................................................. 107 7.3 Expectations for children’s services .......................................................................................................................... 111 7.4 Generations analysis .................................................................................................................................................. 113 8 Appendix ............................................................................................................................................... 116 8.1 Discussion guide used in qualitative workshops ....................................................................................................... 116 8.2 Questionnaire used in quantitative survey ................................................................................................................. 132 14-041368-01 | FINAL | PUBLIC 2014 PSB Review 5 1 Summary of key findings 14-041368-01 | FINAL | PUBLIC 2014 PSB Review 6 1 Summary of key findings The media landscape continues to change rapidly. Since the last Public Service Broadcasting (PSB) review (2007/2008) there have been significant changes, including the completion of digital switchover, the launch of BBC iPlayer and other on demand services, and a significant rise in broadband access. These changes are having a substantial impact on the way people access content and how they choose what to watch, which in turn has implications for PSB. Ofcom commissioned Ipsos MORI to conduct a programme of qualitative and quantitative research for the third PSB review. The two overarching research objectives were: . to explore what UK citizens and consumers want from PSB now and in the future; and . to identify differences in views between age groups, life stages, and other demographic groups. This research report draws on two sources. First, a UK-wide quantitative survey among people aged 16+ investigating their attitudes towards television, the internet and specifically, public service broadcasting now and in the future. Secondly, a series of day-long deliberative workshops with people aged 18+, and two groups with young people (16-18), all with similar aims. Television content in context People continue to value the role that television plays in society, although the internet has become significantly more important since the last review. Television remains the most important source for a range of different activities and pastimes, particularly as a source of news. However, the internet has grown in importance and is now the most valuable media source for finding out about people who share similar interests and hobbies, and discovering new things. Overall, people are now just as likely to agree that the internet has an important social role to play (74%),