Trendspotting #26

So Who Trusts A Survey?

It would seem that not all journalists are created equal. Some are more trustworthy than others, according to a poll by MORI released this week. It shows that the third most trusted public figures after doctors and teachers are TV newsreaders. Fully three-quarters of the population trust our Jon Snows and Moira Stewarts to tell the truth. Less exalted hacks do not do so well - only 15 per cent of the population would trust us. This is, of course, because of the perception that tabloid journalists make things up. But it probably isn't worth worrying about because, according to the same survey, only 55 per cent of the public trust pollsters and their polls anyway.

Home Shopping Is Pie In The Sky Regardless of all the headlines that digital TV has generated about the coming 200-channel future and great home shopping opportunities, the reality is likely to be more mundane. Only 12 per cent of homes are likely to invest in digital receiving equipment by the year 2000, according to a new forecast by analysts at Goldman Sachs. Given the likely hard-selling of the new technology by the media groups involved through their allied newspapers - from The Sun to The Express, expect to see lots of super- soaraway digital offers - only a fifth of households are likely to have access to digital TV by 2003. This makes government plans to close down the analogue spectrum that is currently used by TV, and privatise it by around the year 2005, look hopelessly optimistic.

VIDEO REVOLUTION? BEEN THERE, DONE IT

Digital TV's big offer to the public will be the ability to order films to play on demand, or as near it as possible. Films have been the drivers of satellite and cable TV and new research indicates that our love for Hollywood is big business all along the high street. The pre-recorded video market has grown by 74 per cent in the last six years, and we spent a whopping pounds 764m on our film libraries in 1996. This isn't just a threat to traditional video stores - you never know, it could mean that by the time digital TV launches, we've all already got our own video on demand sorted out, thank you very much.

A SMALL WELCOME TO CHANNEL 5

Advertising agencies are rapidly revising their estimates of how successful Channel 5 is likely to be by the end of the year. They originally thought the new station could attract 5 per cent of the viewing and take pounds 110m to pounds 130m of advertisers' money. This has now dropped, with Mediapolis -- the people who buy some of Procter & Gamble's and Microsoft's advertising - revising its estimates down to pounds 90m for 1997. Nevertheless, Mediapolis is trying to look on the bright side: Channel 5 is taking a disproportionate number of its viewers from the BBC - especially BBC2 - and the addition of the channel has increased all commercial television viewing from 54 per cent of viewing to 57 per cent. When overall viewing is going down, agencies are glad to get any extra viewers they can put ads in front of.

Start your day with The Independent, sign up for daily news emails
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
ebooks
ebooksA year of political gossip, levity and intrigue from the sharpest pen in Westminster
Arts and Entertainment
Under the skin: Sarah Kane in May 1998
theatreThe story behind a new season of Sarah Kane plays
Arts and Entertainment
Preening: Johnny Depp in 'Mortdecai'
filmMortdecai becomes actor's fifth consecutive box office bomb
Sport
Bradford City's reward for their memorable win over Chelsea is a trip to face either Sunderland or Fulham (Getty)
football
News
Lars Andersen took up archery in his mid thirties
video
Voices
Focus E15 Mothers led a protest to highlight the lack of affordable housing in London
voicesLondon’s housing crisis amounts to an abuse of human rights, says Grace Dent
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

Ashdown Group: Analyst Programmer (Filemaker Pro/ SQL) - Global Media firm

£50000 per annum + 26 days, pension, private medical : Ashdown Group: A highly...

Ashdown Group: (PHP / Python) - Global Media firm - London

£50000 per annum + 26 days holiday,pension: Ashdown Group: A highly successful...

Sauce Recruitment: Financial Accountant -Home Entertainment

£200 - £250 per day: Sauce Recruitment: 6 month contract (Initially)A global e...

Sauce Recruitment: Financial Accountant -Home Entertainment

£200 - £250 per day: Sauce Recruitment: 6 month contract (Initially)A global e...

Day In a Page

Woman who was sent to three Nazi death camps describes how she escaped the gas chamber

Auschwitz liberation 70th anniversary

Woman sent to three Nazi death camps describes surviving gas chamber
DSK, Dodo the Pimp, and the Carlton Hotel

The inside track on France's trial of the year

Dominique Strauss-Kahn, Dodo the Pimp, and the Carlton Hotel:
As provocative now as they ever were

Sarah Kane season

Why her plays are as provocative now as when they were written
Murder of Japanese hostage has grim echoes of a killing in Iraq 11 years ago

Murder of Japanese hostage has grim echoes of another killing

Japanese mood was against what was seen as irresponsible trips to a vicious war zone
Syria crisis: Celebrities call on David Cameron to take more refugees as one young mother tells of torture by Assad regime

Celebrities call on David Cameron to take more Syrian refugees

One young mother tells of torture by Assad regime
The enemy within: People who hear voices in their heads are being encouraged to talk back – with promising results

The enemy within

People who hear voices in their heads are being encouraged to talk back
'In Auschwitz you got used to anything'

'In Auschwitz you got used to anything'

Survivors of the Nazi concentration camp remember its horror, 70 years on
Autumn/winter menswear 2015: The uniforms that make up modern life come to the fore

Autumn/winter menswear 2015

The uniforms that make up modern life come to the fore
'I'm gay, and plan to fight military homophobia'

'I'm gay, and plan to fight military homophobia'

Army general planning to come out
Iraq invasion 2003: The bloody warnings six wise men gave to Tony Blair as he prepared to launch poorly planned campaign

What the six wise men told Tony Blair

Months before the invasion of Iraq in 2003, experts sought to warn the PM about his plans. Here, four of them recall that day
25 years of The Independent on Sunday: The stories, the writers and the changes over the last quarter of a century

25 years of The Independent on Sunday

The stories, the writers and the changes over the last quarter of a century
Homeless Veterans appeal: 'Really caring is a dangerous emotion in this kind of work'

Homeless Veterans appeal

As head of The Soldiers' Charity, Martin Rutledge has to temper compassion with realism. He tells Chris Green how his Army career prepared him
Wu-Tang Clan and The Sexual Objects offer fans a chance to own the only copies of their latest albums

Smash hit go under the hammer

It's nice to pick up a new record once in a while, but the purchasers of two latest releases can go a step further - by buying the only copy
Geeks who rocked the world: Documentary looks back at origins of the computer-games industry

The geeks who rocked the world

A new documentary looks back at origins of the computer-games industry
Belle & Sebastian interview: Stuart Murdoch reveals how the band is taking a new direction

Belle & Sebastian is taking a new direction

Twenty years ago, Belle & Sebastian was a fey indie band from Glasgow. It still is – except today, as prime mover Stuart Murdoch admits, it has a global cult following, from Hollywood to South Korea