Digital visibility: menu prominence and its impact on use. Case study: the NHS Direct Digital channel on Kingston Interactive Television

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Abstract
During an evaluation of a digital interactive consumer health television channel (NHS Direct) on Kingston Interactive Television the prominence of the channel’s menus regarding the interactive element of its service diminished considerably over a period of four months. During this time the use of the channel declined significantly, a development that can be attributed, at least in part, to the reduction in visibility of the channel. A number of metrics (users, return visits, screens viewed, screens viewed during a visit, and time spent viewing) were employed to chart and explain the decline. Two changes to the positioning of the channel resulted in a drop of about one-third in the number of users. Other metrics – page views and return visitors – saw similar declines.