Survey Pokes Holes in a la Carte

SURVEY POKES HOLES IN A LA CARTE
[SOURCE: Multichannel News, AUTHOR: Linda Haugsted]
A little over one-half of consumers surveyed by Forrester Research in 2006 support a la carte pricing of cable programming but have unrealistic expectations of what it would cost for the privilege of picking only the channels they want to watch. Respondents indicated that they'd pick a package of 26 channels for which they'd like to pay $24 per month. That’s about 53% of what they currently pay for only one-quarter of the channels in a typical expanded-basic package. And it computes to about 10 cents per viewing hour per week -- economics that would not financially support program development or delivery, according to the report. Cable viewers currently spend about 22 cents per viewing hour, according to Forrester.
http://www.multichannel.com/article/CA6448549.html?rssid=196

* Cable Subs Would Pay Most For TV Channels
http://www.broadcastingcable.com/article/CA6448671.html?rssid=193
* Forrester Study Says a La Carte Is Uneconomical, Won't Shield kids
http://www.broadcastingcable.com/article/CA6448669.html?rssid=193