The majority of cable customers want their digital services offered to them on a ‘pick and pay’ basis, says a new study conducted by The Strategic Council and published by the Canadian Cable Television Association.

The study shows that 80% of the 1,000 Canadian cable customers surveyed said a ‘pick and pay’ option, which enables customers to choose services individually, was appealing. More than 50% called it very appealing.

‘Pick packs’, packages of personally selected services, appealed to 68% of respondents and the third option, ‘themed packages,’ which would group up to four digital services in set packages according to the type of programming they offer, appealed to 37% of participants.

Only 29% said they found it appealing to be offered a large package, where as many as 15 channels would be grouped in a predetermined package.

The findings of the study have been filed to the crtc in preparation for the public hearing, beginning in August, to consider applications for the new digital services.

According to the ccta, Canada’s cable companies have invested $6 billion in the past 10 years in network upgrades. Today, there are more than 404,000 digital cable customers in Canada. *