BBC’s On Demand Experiment Shows Bedtime is Primetime

bbcimp.jpgWell, bedtime in UK, to be clear…BBC’s trial of its Integrated Media Player (the online TV download service/players from
BBC, for archives of its shows) has yielded some interesting results.
Among trial users, 6% of their total consumption of BBC output came via the iMP…most viewing took place between 10pm and 11pm, whereas the traditional peak time for viewing of linear TV channels is between 7pm and 10pm.
The results were shared by Ashley Highfield at MIPTV.
An issue raised: Half of the programs downloaded were watched; 70% claimed that one of the reasons for their failure to watch was tied to the seven-day viewing limit…meaning if the limit was uppped, more viewing was possible.
Top five TV programmes downloaded (User base: 5,000 test users between Nov 2005 and Feb 2006)
1. EastEnders – 7,630 viewings
2. Little Britain – 5,511
3. Two Pints of Lager and a Packet of Crisps – 3,060
4. Bleak House – 2,027
5. Top Gear – 1,842
More details and findings in the release here

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