Video: To Find Out What TV Means to Consumers, We Took It Away

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By: Katie Maggio, Anna Noel Taylor, Paramount Insights

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In a multi-platform world, what’s the value of television?

In our most recent study on media usage, TV Matters, we performed an experiment to reveal the role that TV plays in consumers’ lives. We recruited viewers from 10 cities and 4 continents, challenging them to live without TV for one week. This meant no on-demand video, no “TV everywhere” apps, no DVR access and absolutely no live programming. Participants recorded every moment in which they missed TV, telling us how they felt and why – giving us a unique perspective on what TV really means to them.

We found that TV delivers a unique combination of emotional, social and lifestyle benefits. It connects people to the world, gives family and friends an opportunity to bond, and provides an easy source of relaxation at the end of a long day.

Check out this video for a summary of the project and to hear what participants told us.

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