Cable television could see a mass migration away from its services, according to Parks Associates' TV 2.0: The Consumer Perspective, if providers do not improve their consistently low satisfaction ratings among subscribers.

This new report reveals that subscribers to satellite television and telco/IPTV are significantly more likely to be satisfied with their services than both basic and digital cable subscribers. These market conditions leave cable carriers vulnerable to subscriber churn, and the survey recommends they quickly enhance advanced services like VoD to reverse this trend.

Cable operators have struggled in selling the value of their services, Scherf said, and framing their services as an enhanced and convenient form of entertainment will be critical in reestablishing higher satisfaction. VoD initiatives, particularly those aimed at delivering a "Primetime, Anytime" experience, should be key elements in this effort.

TV 2.0: The Consumer Perspective is a survey of more than 2,700 U.S. and 1,000 Canadian adults in households with broadband Internet access.