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November 24, 1993

AT&T TEST RESULTS FOR VIEWER-CONTROLLED CABLE SYSTEM

By CBR Staff Writer

US West Inc, AT&T Co and Tele-Communications Inc say results from a test of their viewer-controlled cable system showed high demand for the two services tested: customers in two market tests of enhanced pay-per-view and video-on-demand services used them at a greater rate than national pay-per-view averages each month about 70% of the customers used Hits at Home, which offers 24 channels of scheduled entertainment, and Take One, which offers customers the ability to watch up to 1,500 movies; customers in the viewer-controlled test viewed an average of 2.5 movies a month, about 12 times the national pay-per-view rate; the trial, which began in 1992, surveyed two sets of 150 customers, each of which had access to one of the services; although they were required to pay no installation charge or monthly fee, participants were billed $1 to $4 for each programme they ordered.

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