CBS Research Releases Findings Regarding Digital Media Consumption

NEW YORK, Jan. 4 /PRNewswire-FirstCall/ -- CBS Research revealed today surprising new data showing that as the public at large becomes more connected to digital media, the more engaged they become in primetime television programming. Additionally, as more TV viewers become aware of the 2009 deadline for broadcasters to switch to full digital transmissions, the likelihood of them investing in new digital TV sets increases by 40 percent. The findings are being released on the eve of the Consumer Electronic Show in Las Vegas.

Those are just two of the major findings revealed today by a comprehensive study CBS Research has conducted examining consumers' attitudes towards digital media, and the role television will play in the near future. The project was led by David F. Poltrack, Chief Research Officer, CBS Corporation, President of CBS Vision.

"This data clearly show a correlation between connectivity and primetime television viewing," said Poltrack. "Consumers who embrace the new media are the heaviest viewers of the top network primetime programs, and this sector of the audience is growing. By offering them new ways to connect to their favorite shows -- whether it's websites, podcasts, ringtones or other mobile features -- we've been able to deepen the bond these fully connected viewers have with our programming. The research also illustrates that as viewers learn about the 2009 deadline for digital transmissions their attitudes towards investing in technology, like advanced home entertainment centers, to watch their favorite shows, changes radically. These findings really demonstrate the potential the broadcast networks have to further engage the public with our content as new technology expands our distribution options."

  Among the findings:

  -- The population is gradually moving up to higher levels of connectivity,
     This "fully connected" segment of the population, the segment with both
     a broadband and a digital television connection at home, has grown
     from 22% in the fall of 2005 to over 30% this fall. The "fully
     connected" segment of the population is the segment that is most likely
     to watch the top broadcast network programs. In addition, this segment
     visits network television web sites and is increasingly likely to
     stream clips and full episodes of network television programs on the
     Internet. Members of this upscale, better-educated "fully connected"
     segment are today the most engaged with the popular network programs.

  -- Although less than 30% of the population is aware of the 2009 deadline
     for broadcasters to switch to full digital transmissions, approximately
     one-half of these people have already purchased a digital set and
     another 30% plan to before the changeover. Of those who are not aware,
     when told of the change, 40% stated that they would upgrade to a
     digital set before 2009. It is clear that, as people become aware of
     the upcoming digital changeover in 2009, the likelihood of them
     upgrading their home entertainment equipment increases. This is very
     encouraging since previous research has shown that people watch more
     television after obtaining a High Definition television set.

  -- Just over one-half (56%) of those surveyed were aware that you could
     watch network television programs by streaming them over the Internet.
     Of those aware of this streaming option, 46% have already streamed at
     least one program. Of those not aware of this streaming option, when
     told which programs were available for streaming, 62% selected at least
     one of the 33 available programs that they probably would watch via
     streaming over the in the future. It is clear that the potential for
     network program distribution over the Internet is just beginning to be
     tapped.

CBS Corporation (NYSE: CBS.A) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW -- a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime and CSTV Networks), local television (CBS Television Stations), television production and syndication (CBS Paramount Network Television and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), digital media (CBS Interactive and CSTV Networks), music (CBS Records) and consumer products (CBS Consumer Products). For more information, log on to http://www.cbscorporation.com/.

Company News On-Call: http://www.prnewswire.com/comp/185007.html