In Arbitron's new study, "Exploring the Consumer's Relationship with Cable TV," examining what Americans want to see on cable networks, how they want to access the programming and the pricing structures that make the most sense to them, one fact stood out loud and clear: viewers want access to unrestricted, uncensored programming.
Arbitron found that an overwhelming majority — nearly two-thirds — of all US cable subscribers feel that basic cable programming should be unrestricted and less than half of them think that cable content can be too extreme or is frequently offensive.
For the most part, viewers believe that cable networks should be able to air whatever programs they want and if people do not want to watch, they can change the channel.
"In an on-demand, multi-platform world, consumers increasingly want to experience media on their own terms," said Carol Edwards of Arbitron. "As technology for media grows, consumers have more choices. This presents the cable industry with new opportunities to be creative in how they reach consumers."
The study points out the fact that cable services are going to have to be creative about pricing as well as content.
Instead of the current pre-packaged bundles, most cable subscribers would prefer an a la carte option, choosing and paying only for the individual cable networks they are interested in viewing.
While many current cable subscribers expressed interest in video-on-demand (VOD), they were split over how to price it. Almost half wanted VOD to be free with commercials, while 42% would rather pay a small fee and watch uninterrupted programming.
For more on the future state of television, read the eMarketer report US Digital TV: Think Outside the Box.