Protecting audiences in an online world

18 July 2014

This research examines audience views of protections for audio-visual (AV) content delivered across different platforms and connected devices.

While most viewing continues to be to live broadcast TV, more people, in particular younger viewers, are watching programmes on a range of internet connected devices.

The research, carried out by Kantar Media, collected audience views on different protection and assurance options for AV content, for both now and in the future. The protection and assurance options discussed included standards, content information signposts and access control tools.

The research involved a series of workshops with 132 consumers drawn from a wide demographic spread and representing different levels of engagement with technology.

The majority of research participants said regulation of broadcast TV and content available on TV sets was most important, particularly to help protect children, young and vulnerable people. Most participants expected catch-up TV to be regulated to a similar standard as broadcast TV.  

Perceptions of the regulation of AV content available online varied among the participants, but there was a broad understanding that the internet was a less regulated environment than broadcast TV. For most participants, the greatest concern with other internet content centred on protecting children and vulnerable individuals from viewing unsuitable content.

Content information signposts was recognised as important in guiding viewing decisions, yet did not provide complete assurance when used in isolation.  

The majority of participants recognised the potential use of tools in restricting children’s and other vulnerable individuals’ access to potentially inappropriate content.  However, awareness of and confidence in access tools was highest amongst younger and more technology engaged participants.

The full report is available below.

Full Reports

Protecting audiences in an online world - report (PDF, 2.2 MB)


Protecting audiences in an online world - appendices (PDF, 12.7 MB)