Heavy Reading announces new consumer video research to be unveiled at TelcoTV 2009. Senior Analyst Aditya Kishore will reveal the results of the new study, "Making TV Pay: The Telco Challenge," at the Orange County Convention Center in Orlando, Fla., as part of the TelcoTV Conference and Expo.

Building on the interest in primary research highlighted at last year's Telco TV, this new proprietary research addresses changes in subscribers' mindsets over the last 12 months, comparing last year's findings with the current survey fielded in September 2009. It identifies changes in consumer attitudes, their satisfaction levels with their pay TV providers, their interest in new digital applications, and their willingness to consider a new pay TV provider. The study analyzes changes in consumers' thinking, helping companies across the IPTV value chain identify current market trends and consumer attitudes enabling more targeted, cost-effective marketing programs and service offerings. In addition, this year's study examines consumer adoption of over-the-top video, and provides insight into its market disruption potential.

As with last year's study, the new research emphasizes consumer perceptions of telco TV service providers and their most current consumer video services. Video service providers can glean insights into the services required to gain new subscribers and keep existing ones in the increasingly competitive market and sluggish economy. As the nation continues to face increased unemployment, housing defaults, and massive debt, the study aims to reveal these market conditions' effect on the pay TV business. The survey will cover the following key issues:

• Current pay TV subscriptions, length of tenure, and selected providers (cable, satellite, telco)
• Primary decision drivers for selecting current pay TV providers
• Churn drivers and reasons for leaving previous providers
• Satisfaction levels with current services across various criteria such as price, channel choices, dependability, and customer care
• Interest in advanced services such as DVR, VoD, interactive TV, and HDTV
• Multiservice bundling, plans to change providers, and likelihood of selecting a telco for TV service
• Internet video preferences