Nearly two-thirds of UK adults would prefer to watch on-demand programmes on their TV sets, via a broadband connection, according to new research.
The Tiscali TV Trends Report 2007 report found that 63% of respondents would trade in their traditional TV scheduling model in favour of watching on-demand TV.
Of those who already view on-demand content, 42% are actually watching less TV as a result, while 41% view the same amount.
The report found that 17% of UK adults have already downloaded content on demand to their television sets, with movies the most compelling content. As many as 51% would prefer to rent a movie by downloading it than go to a store.
Despite not knowing what the term 'IPTV' means, nearly half of the respondents believe that today's traditional TV schedules will no longer exist in 10 years' time.
One in four people believe large broadcasters like ITV will struggle to survive in the new marketplace against small independents that can provide on-demand content.
Neal McCleave, managing director of media services for Tiscali UK, said IPTV will be a "whole new force in broadcast and digital entertainment distribution".
He said: "There is obviously a big demand already among British consumers for the freedom and choice IPTV will give them, even if they don't know the jargon yet. Conventional broadcasters should heed the warning and will need to adapt significantly in the coming years to retain their market share."
He added that the good news for consumers is that all the extra choice and freedom will mean that they could end up watching less not more TV.
McCleave said: "We're not all going to become couch potatoes. While the growing adoption of IPTV may mean we watch less TV overall, the time we spend in front of the box will be of a higher quality."
Tiscali plans to roll out its TV product in early 2007 following its acquisition of Video Networks International.
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