• Variety, Tuesday, August 11, 2009 9:30 AM

A new U.K. media survey offers findings that could boost the morale of U.S. TV networks. It shows that traditional TV is more likely to benefit from the growing popularity of online video than dedicated Internet-based companies. The survey was conducted by Deloitte and YouGov.

Viewers' awareness of broadcasters' on-demand sites such as the BBC's U.K. iPlayer service was 84%, per the survey. In comparison, there was 76% awareness of YouTube and 64% awareness of iTunes. "In an ironic twist to earlier expectations, broadcasters and independent producers may, in the medium-term, benefit most from online television," says Deloitte partner James Bates.

Broadcasters may increasingly use online television to support their core traditional objective of maximizing broadcast audience size and quality, Bates explains. Online video clips, distributed via TV companies' own Web sites and third-party platforms, spark interest in broadcasters' shows. At the same time, catch-up services enable audiences to keep up with programs they have missed.

Read the whole story at Variety »