TiVo officially takes the wraps off KidZone today, though if you’ve been paying attention you certainly know of it and may already have it. What you may not know is that TiVo does indeed conduct market research. To support the KZ roll-out, they’ve publicly released selected results of a recent telephone survey. Not surprisingly, the majority (62%) of 1,000 participants are concerned with what children watch on television. Additionally, TiVo builds the case for KidZone with the discovery that 81% of households do not use any form of parental controls and 55% receive no content guidance. The questions that weren’t asked in this survey (surely, they were asked during development) which interest me are what percent of concerned parents would use a service like KidZone and how much would they be willing to pay?
TiVo-Ipsos Research Survey Reveals Huge Concerns About What Kids Watch on TV Over the Summer
ALVISO, CA – June 15, 2006 – TiVo (NASDAQ: TIVO), the creator of and the leader in television services for digital video recorders, announced today the availability of TiVo KidZone, a revolutionary new service enhancement that for the first time assures parents that quality children’s programming is always on when their children turn on their television sets.
The launch of TiVo KidZone comes at a time when there is a remarkable surge in childrenÂ’s daytime television viewing over the summer, which is also a time when TV viewing is even more unsupervised by parents and is a source of their growing concern. This fact is highlighted in the release today of a new survey of 1,000 Americans, sponsored by TiVo and conducted with leading international research firm, Ipsos Research, showing that 64 percent of parents of children under age 18 are concerned that their children will see television programming that does not reflect their familyÂ’s values, especially as many of the countryÂ’s children are beginning their summer vacation from school.
“TiVo KidZone answers the many concerns of parents revealed in this survey, by empowering them with a breakthrough new service and by, also giving children a continuous array of engaging, high-quality programming to choose from whenever they turn on their television sets,” said Tom Rogers , President and CEO of TiVo. “TiVo KidZone is offering families a personalized TV area where parents’ own judgments and the recommendations of widely respected national family media review organizations such as Common Sense Media are easily and safely applied to deliver the best children’s television programming.”