The adoption and accessibility of digital media has changed behaviours and attitudes towards TV for good. People now tune in to actively participate in the TV experience. We are a nation of ‘active TV consumers’ who watch TV on our terms.

Freesat now provides subscription free satellite TV to one and a half million customers so it is important that we gain a greater understanding of the power of what people are watching. The influence of TV is greater than ever, and with that comes a greater responsibility on broadcasters and TV services to provide quality programming and choice that viewers don’t have to pay a high price for, particularly in these tough economic times.

The report marks the rise of the ‘active TV consumer’ according to Dr Young. They are no longer happy to put up with “wallpaper” but actively engage in what they watch. And they are turning off the TV more, thanks to catch up TV and PVRs to spend more quality time with family or lead more active lives.

He said: “The ‘active TV consumer’ is now apparent in most, if not all, British households. They are talking about TV more than ever thanks to digital media such as Facebook and as a result, TV is having a greater influence on their lives than ever before. It’s having such a great impact, in fact, that it’s now apparent from this research that TV is changing lives in drastic ways, from career changes to embarking on new travels.”

Dr Young concluded: “TV will always have an important role to play in society. The increasing adoption of digital media will continue to shape our relationship with the TV set in the future. Its role and socialising influences will continue to evolve and adapt as channels and TV service providers jostle in the marketplace to introduce new services and innovations.”

The research report is based on a questionnaire with a representative sample of over 2000 adults from different parts of the UK, of different ages, social class, and gender.

The Joy of Sets study focuses on the changing behaviours of viewers, the impact the economy has had on TV habits and what people want and expect from broadcasters in the future.

The research report is based on a questionnaire with a representative sample of over 2000 adults from different parts of the UK.

In addition to our joy of sets survey, 2010 has seen freesat’s biggest ever advertising campaign to date, covering both peak and January sales. “There is no catch” Ensures freesat is added to many more of your customers Christmas wish lists this year. Awareness of freesat is now at its highest level since launch with a follow on campaign scheduled for Easter 2011.

Our Refreshed brand positioning, newly launched website and dealer portal sharpens the focus of all our communication to help accelerate growth and increase sales to further build on freesat being the fastest growing digital TV platform in the UK . Ensuring our consumer proposition continues to grow with many exciting new services, channels and technology planned for 2011.

The report shows:

• TV is a hot topic of conversation - more than a third of people (37%) spend up to five hours a week talking about their favourite programmes with friends – and men spend more time gossiping about TV than women

• TV changes lives – TV programmes have inspired people to:

- Take up a new hobby (80%)

- Travel to different parts of the world (85%)

- Consider a career change (55%)

• TV sparks love - 20% of men have found a new girlfriend thanks to a shared interest in TV

• The couch potato may be an endangered species - 75% of people agree that catch up TV and PVRs (Personal Video Recorders) have meant they have a more active social life now they’re no longer a slave to the TV schedule

• Most parents (62%) allow their children to watch between one to three hours of TV each day – nearly a half admit that’s more than they watched when they were children

• TV safeguards still valid - Most (76%) parents thought that the watershed of 9pm was still relevant in today’s society

• Economy matters - The tough economy is making nearly a third of people (28%) watch up to 50% more TV

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