Consumers are skeptic about "TV 2.0"
Television of the future will be interactive. Although the technical possibilities may revolutionize TV entertainment, it seems to be obvious: The viewers prefer to lean back and ignore experiencing television. This was the result of a survey conducted by User Interface Design GmbH (UID) which was presented on the occasion of the International Consumer Electronics trade fair (IFA) 2008 in Berlin.
Surfing directly to the blog of the editors after watching the news? No problem with interactive digital TV, as an exchange is offered between the viewer and the provider of a program via a set top box with feedback channel. The personal preferences and potential types of watching TV of people using digital TV are shown in a survey conducted by User Interface Design GmbH (UID). In the three fields examined (set top boxes, interactive services, and media behavior), the survey revealed a big gap between the technical possibilities and the actual needs of the consumers.
Set top boxes: The taste of success outshines the effort
The first step to digital TV often presents a big obstacle: Half of the interviewees owning a set top box had problems when setting up the device. An issue that was especially often criticized: The incomprehensible and misleading operating manual. Some users did not get anywhere until they called the hotline. Nevertheless, the interviewees rated this first step rather positively, as the feeling of successfully getting a program running outshines all previous efforts. "For set top boxes, it is the first impression that counts, the 'out-of-the-box experience'. Manufacturers are able to create a top-quality user experience with a relatively low effort. Little support often relieves the user of a lot of work and unnecessary frustration, says Franz Koller, managing director of UID and Manager Consumer Solutions.
Interactive services: "There is no TV 2.0"
The free electronic program guide is the central switch point connecting the viewer with the digital services. The EPG enables the viewers to get information, select the program and coordinate the recordings. Therefore, the EPG should have an attractive design and be intuitive and quick to use in combination with the remote control. The interviewees said that an EPG that is easy to operate can absolutely replace the TV magazine. Being the only element of digital TV that has become accepted by the viewers, the EPG is now the most essential part of the TV experience.
In contrast to the services from the Web 2.0. environment: sending text messages to friends or rating programs is hard to imagine for the test respondents. These interactive services are refused by most of the interviewees. Franz Koller summarizes the result: "The survey shows that TV 2.0 will have a hard time in the beginning. Although the user experience of digital TV is becoming more and more similar to the computer, users clearly distinguish between the two media."
Media behavior: Bad news for quiz shows
Contrary to the expectation of the UID experts, interaction with quiz shows and shopping channels was strongly refused by the interviewees. The highest willingness to interact with TV programs is shown in series and movies. However, providers of digital content have a hard time tempting users into acting. Although the test respondents expect and desire a combination of Internet and TV, they strongly insist on being rather passive. "The extended functions of the TV must be even easier than consuming media on the Internet – a challenge which can only be mastered by usability experts", says Tobias Limbach, Project Manager.
The basics are enough for now
Digital, interactive TV offers great opportunities. The providers should focus on creating a highly intuitive combination of remote control and EPG, which will be the "control center" of modern television. Here, the user experience is significantly generated, allowing the user to control his individual program – at the moment, no one is asking for more.
To come to this result, UID interviewed 26 people between 18 and 55 years. All interviewees have ISDN or DSL Internet access and own a set top box for digital TV. The survey was conducted in the test lab of the UID Munich office.
Links for further information
The electronic program guide connects the viewer with the digital services.
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