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CONSUMER AWARENESS of ENTERTAINMENT and PARENTAL CONTROLS

CONSUMER AWARENESS of ENTERTAINMENT and PARENTAL CONTROLS. Prepared by SMG Research for ClearPlay Mike Butler Nathan Meacham Chris Bentley. Introduction. Company Overview Demo Research Objectives. ClearPlay.

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CONSUMER AWARENESS of ENTERTAINMENT and PARENTAL CONTROLS

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  1. CONSUMER AWARENESS of ENTERTAINMENT and PARENTAL CONTROLS Prepared by SMG Research for ClearPlay Mike Butler Nathan Meacham Chris Bentley

  2. Introduction • Company Overview • Demo • Research Objectives

  3. ClearPlay • ClearPlay filters skip or mute objectionable content from movies as they play without altering the DVD • Currently available on PC’s and laptops connected to the web for a monthly fee of $6.58 (free 30 day trial) • New product offering will include a “ClearPlay” ready DVD player with monthly updates of new ClearPlay filters

  4. Research Objectives • Determine market awareness of parental controls available today • Determine features and functionality in future offerings • Identify consumer price sensitivity of parental controls

  5. Secondary Research • 2001 Kaiser Family Foundation survey found that only 17% of families use parental controls on televisions • USA Today poll found:

  6. Primary Research • Phone Survey • Focused on: • Means of movie viewing • Types of media devices • Knowledge and use of parental controls • Market perception of parental controls • Price sensitivity of consumers

  7. Use of Parental Controls

  8. Why Don’t You Use Parental Controls? • I didn’t know it had Parental Control features • They don’t have Parental Control features • Too complicated • Too restrictive • Don’t have children • Not important to me

  9. V Chip Technology • In July 2000, the FCC mandated that all TV’s over 13” manufactured contain V Chips for parental control • 51.1% of the people don’t know how a v-chip works, 35.6% don’t know what a v-chip is. And, only 13.3% of respondents know what a v-chip is and how it works. • Significant relationship between those who know how a v-chip works and those who are willing to pay extra for a DVD player with content editing features.

  10. Importance of Different Parental Control Features for DVDs

  11. Price Sensitivity Cont.

  12. Recommendations • Establish Marketing Campaign for Parental Control Awareness • Launch Extensive Marketing Campaign for ClearPlay • Investigate Internet Options • Increase User Friendliness

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