On the content side this isn't exactly a secret, given that bartering of live sports rights have formed the basis of pay TV wars for the past 20 years at least.

But it is true that in US surveys, notably those carried out by Parks Associates, the main reason for buying into a triple play bundle has usually involved the saving of $20 or more per month, and that’s perhaps what Microsoft is trying to get away from.

Screen Digest concludes that more than 60 per cent of consumers in seven developed countries would consider switching TV service providers to obtain the features and content they want, at current market prices or higher.

The research was a combination of online and phone surveys of 5,000 "entertainment-oriented" consumers in Canada, France, Germany, Italy, Japan, the United Kingdom and the United States.

An additional 2,000 people were surveyed in urban China and India. When these countries are included, the global audience for advanced TV services increases to 380 million, with 200 million willing to switch and pay for a new TV service if it does the right things. Consumers were also allowed to create their "ideal" TV service from a number of different features.

From the article "Give people back more time and they will buy your IPTV - Microsoft."

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