Deeper Pockets and Rich Appreciation of Technology Benefits Drive Boomers'
             Desire to Utilize Entertainment Bells and Whistles

    NEW YORK, Jan. 2 /PRNewswire/ -- Having witnessed the tech revolution,
Baby Boomers are wiling to embrace and purchase today's emerging
entertainment offerings, according to the findings in TV Land's Joy of Tech
Study. Having grown up alongside television -- watching man walk on the
moon and The Jetsons showcase a tech-filled futuristic lifestyle -- it
stands to reason that the study found that TV entertainment is the key
driver for Boomers adopting new media technologies. 78 million strong and
$2.3 trillion in annual spending, outpacing 18-39 year olds by 53%, Baby
Boomers have the numbers, financial means and desire to create their
"digital nest" -- a place where new media technology is employed to create
both a personal escape as well as an entertainment hub for family and
friends.
    TV Land's Joy of Tech study revealed that when looking to new
entertainment technologies, Boomers consider the "4 C's" or four key
factors: control, choice, clarity and community. They want devices which
allow them to control when they watch their favorite shows, technology to
bring them content choices, the clarity of an audio and visual experience
that rivals the theater within the comfort of home and an experience that
creates a community connecting them with others. The "4 C's" are often the
factors by which Boomers determine their entertainment technology
purchases. The generation known for advocating change, Baby Boomers are
uniquely positioned to appreciate and use technology, separating themselves
from older and younger generations. Unlike older generations, Boomers feel
that they are youthful enough to fully embrace and be comfortable with
technology, but not too young to take for granted the positive changes
technology has brought to the world, as younger "tech native" generations
do.
    TV Land's Joy of Tech Study, fielded by Latitude Research, was a
multiphase project using qualitative and quantitative techniques. Adults
aged 20-60 participated in the study. The project was commissioned by TV
Land, a division of Viacom Inc.'s MTV Networks (VIAB), to provide
information on what motivates Boomers to use and buy various entertainment
technologies. The study is part of TV Land's overall commitment to
understand and superserve the Baby Boom demographic, the first generation
of Americans to grow up watching television.
    "The Joy of Tech Study shows us that Boomers are an underserved market
as far as entertainment technology goes," said Larry W. Jones, President,
TV Land. "It's clear that Boomers love technology and embrace new media
products. Considering the fact that Boomers have more money than any other
demographic to spend, I'm sure cable operators, manufacturers and anyone
else who owns or distributes these products will be very interested in this
research as they evaluate their business and marketing plans. If there is
one theme we are finding in all of our research across the board, it's that
Boomers should not be overlooked."
    "Countering common misperceptions that Boomers are tech-phobic, we
found that Boomers' historical relationship with technology and TV makes
them crave emerging entertainment products and services that enhance their
viewing experience," adds Tanya Giles, Senior Vice President, Research and
Planning, TV Land. "We know that 65% of Boomers have tried a new technology
in the last three years. The Joy of Tech study shows us that Boomers are
flocking to these new devices to give them control over and enhance their
quality of life. This is the generation that made status symbols out of
cars and they are doing the same thing with new media products using high
tech home theater systems and other tech products to define who they are."
    Key findings from the Joy of Tech study show that for many Boomers,
understanding and using technology is a badge of honor. They are young
enough to be comfortable with and embrace technology but not too young to
be able to appreciate what this evolution has brought society. They like to
keep up with tech developments because:
    -  it's good to be in the know and stay up-to-date
    -  it's good to keep up with what their kids are involved in
    -  it's good to seem current to kids
    -  for many, it's just plain fun
    The study found that for Boomers, TV entertainment is the primary
driver which means that entertainment technology choices are shaped by the
desire to maximize this experience. They are looking to improve their
entertainment experience in terms of the 4 C's: control, choice, clarity
and community.
    Control means to Boomers the convenience of having easy access to get
what you want, when you want. It gives them access to programming they
might have otherwise missed. Boomers feel it gives them a richer, more
satisfying TV experience. They see Tivo/DVRs and VOD as having freed them
from "the tyranny of network programming schedules" by allowing them to
time shift. One out of three Boomers (28%) say "allowing you to control
when you have your entertainment" is the most important factor in their
decision to buy entertainment technologies.
    Increased content options, and the ability to find exactly what they
want is the freedom of choice and more options that Boomers are looking
for. Study participants identified the vast array of content as the biggest
and best change in TV in their lifetime. Most Boomers feel anything they
could want is now available to them and if they have access to Tivo/DVRs or
VOD the choices are multiplied even further. Over 40% of all Boomers
believe that "providing a large variety of options" is a very important
benefit of new technologies.
    Clarity is important to Boomers as the quality and vividness of the
entertainment experience (e.g., HDTV and home theaters) is a strong theme
in these findings. Boomers are using and deriving the greatest benefit from
technologies that improve the in-home TV experience. More than half of
Boomers (58%) feel that "providing high quality viewing and listening" is a
very important benefit of new technologies.
    Technology creates a sense of community allowing Boomers to connect
with friends and family, either through content that is watched with others
(i.e., bringing back family hour, socializing with friends) or by keeping
them up to date on content that others are watching and that they may not
have seen (i.e., the watercooler effect). The enhanced technology also
brings people back to the family viewing experience as everyone gathers
around the best TV in the house with access to the most programming. Nearly
one in four Boomers believe that "allowing connection with friends and
family" (21%) and "helping you keep up with entertainment that friends and
family enjoy" (25%) are very important benefits of new technologies.
    Another key finding from the study is that Boomers are looking to build
a "digital nest" -- a place in which they can comfortably engage with and
experience entertainment while relaxing in their home. They are creating
high tech zones and entertainment centers that are a social hub for their
family and friends. Boomers' technology decisions and purchases are often
based on this desire to enhance this home entertainment experience. With TV
being the most important entertainment source to Boomers, it follows that
Boomers use technology to enhance their relationship with programming
content. They do this in a variety of ways including seeking out background
information on shows online, using devices to introduce favorite programs
to friends and family, interacting both on and offline with programs and
customizing play lists on a variety of tech devices ranging from DVRs to
MP3 players.
    The study also found that most Boomers are not deterred by high costs
that are often associated with new technologies. In fact, other TV Land
research showed that Boomers are prepared to spend far more than younger
generations on technologies that enhance their TV viewing experience ($88
per month for Boomers vs. $64 a month for young adults 18-39). Furthermore,
the Joy of Tech study showed that technology for the sake of technology
isn't compelling.
    Technology for the sake of convenience, a more vivid viewing experience
and ease of use are the key factors in the decision to purchase and when
the criteria are met, Boomers are willing to pay high costs to acquire
these benefits. While price isn't a barrier, neither is the perception that
new technologies are too complicated.
    Products and services that Boomers gravitate toward as they build their
in-home experience include:
    HDTV -- Boomers are adopting technologies that optimize their
entertainment experience, making them great candidates for HDTV. They value
the crisp, clear image of HD as well as the convenience of a theater
experience without movie theater hassles. Boomers recognize that HD is
where TV is headed.
    Tivo/DVRs -- Boomers use DVRs for time shifting and access to increased
content. Tivo/DVRs allows them to sample new programming and create a
collection of their own on demand programming, all of which makes TV an
overall more satisfying experience.
    VOD - Boomers appreciate VOD's increased options, convenience, ease and
VCR functionality, however many still feel there is a lack of programming
variety. VOD also appeals to those who are looking for a more spontaneous
viewing experience.
    Online TV - Research shows that Boomers are heavy Internet users with
more than half having high speed access at home. The Joy of Tech study
found that Boomers look forward to accessing and viewing content online and
tapping into the Internet as a great big library of TV programming. Over
80% of Boomers are currently watching short-form content including
trailers, sports and news clips online and one-quarter are watching full
length TV shows or movies.
    The findings support a segmentation study showing that Boomers can be
divided into five groups based on their use of and relationship to new
media technology:
    Mobile Enthusiasts
    Defined by the importance placed on new technology allowing them to
take their entertainment with them. The most upscale segment, and most
technologically cutting edge -- though TV programs are still their #1
source of entertainment.
    The Cinema Experience
    Most attached to their home theaters and HDTVs of any segment. Highly
value clarity and a vivid lifelike entertainment experience. Do not think
it's important that new entertainment technology save them time or simplify
their lives. Most likely of any segment to use satellite radio and wireless
PDAs.
    American Idolaters
    This group is defined by the importance they place on interactivity of
new entertainment technologies. They watch the most TV of any segment and
are the most likely to watch competition reality. They are also the most
likely to watch full-length TV/movies on the internet, and place high
importance on keeping up with new technologies.
    Family Time
    The most likely to have children under 18 in the home, this group is
defined by the high importance they place on two benefits of new media
technologies: saving them time/simplifying their life, and connecting with
friends and family -- either by sharing the entertainment experience or
merely keeping up with things their friends and family enjoy. They are the
most likely to own a video game system.
    Simple-Seekers
    Specifically uninterested in keeping up with technology for its own
sake, this group places high importance on anything that simplifies their
lives and makes it easier for them to access the entertainment they want,
when (but not where) they want it. They watch less TV than the other
segments, are most likely to use VOD, and are most attached to their
Tivos/DVRs (among those who own them).
    TV Land's Joy of Tech Study was done in three phases. First, a series
of 10 in-depth interviews with Boomers was conducted to provide initial
content and insight necessary for development of the second phase, an
online quantitative survey with 2,036 respondents representing adults in
their 20s, 30s, 40s and 50s. Then, in phase three, 10 in-home ethnographies
were conducted with Boomers. All study participants met and often exceeded
the following criteria: have cable and/or satellite TV, average one hour or
more of TV viewing in the evening (7pm- midnight), use the internet weekly
for reasons more than e-mail and connect to the internet from their home.
    About Latitude
    Latitude is an innovative custom audience research and consulting firm,
with a dedicated focus on television, the Internet, print, and
cross-platform convergence. By creating a sophisticated bridge between
business strategy and audience preferences, Latitude provides clients --
including MTV Networks, Time Warner, Scripps Networks, Yahoo!, Conde Nast,
and EMI -- with actionable insight for content development, marketing
strategy, and new business opportunities.
    About TV Land
    Now seen in over 88 million U.S. homes, TV Land is a division of MTV
Networks. TV Land's program mix features popular dramas, sitcoms, westerns,
Retromercials and a TV-referential interstitial environment, all programmed
with a specific audience in mind - the first generation of Americans to
grow up watching television and features all-time Classic hits like All in
the Family, I Love Lucy, The Andy Griffith Show, and Bonanza.
    About MTV Networks
    MTV Networks, a unit of Viacom (NYSE: VIA, VIA.B), is one of the
world's leading creators of programming and content across all media
platforms. MTV Networks, with more than 130 channels worldwide, owns and
operates the following television programming services - MTV: MUSIC
TELEVISION, MTV2, VH1, mtvU, NICKELODEON, NICK at NITE, COMEDY CENTRAL, TV
LAND, SPIKE TV, CMT, NOGGIN, VH1 CLASSIC, LOGO, MTVN INTERNATIONAL and THE
DIGITAL SUITE FROM MTV NETWORKS, a package of 13 digital services, all of
these networks trademarks of MTV Networks. MTV Networks connects with its
audiences through its robust consumer products businesses and its more than
200 interactive properties worldwide, including online, broadband, wireless
and interactive television services and also has licensing agreements,
joint ventures, and syndication deals whereby all of its programming
services can be seen worldwide.

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