Just over half of the 1,273 people polled said they were now less likely to use interactive services or take part in TV phone-ins. Worryingly for the broadcasters, this figure jumped to three quarters among viewers who had previously taken part in phone-ins.
More than 96 per cent of those polled by Opinion Matters last week believed broadcasters had misled the viewing public over phone-ins and paid-for interactive services. Two thirds believed it was deliberate deceit.
This is despite assurances by ITV, Channel 4, Five and the BBC that premium-rate phone and text voting schemes are genuine. However, ITV suffered a further knock this week when it admitted that 11,500 text votes for the final of Dancing on Ice had not been counted.
The broadcaster is planning a comms response based on an independent review (PRWeek, 9 March).