MUMBAI: Americans are showing a reasonable degree in knowledge of and interest in HDTV. However it is still seen by many as being beyond their means

This finding is contained in a study conducted by global survey research firm, Ipsos-Insight. Awareness of HDTV and understanding of the related technology, products and services is on the rise. The Ipsos-Insight study found that 89 per cent of Americans are aware of HDTV, up from 74 per cent in 2002.

Most of those who are aware of HDTV recall seeing an ad for HDTV in the past month (88 per cent, up from 79 per cent two years ago). The percentage of consumers who have never heard of HDTV has dropped from 26 per cent to 11 per cent.

The report stated "Advertising and marketing by industry players is getting noticed. This was helped in part by word of mouth and sporting events, especially the recent Athens Summer Olympic Games which were presented in high definition.

"But HDTV is not yet in the consideration set of mainstream America. Nearly three-in-four say that HDTV is much too expensive for them to consider purchasing right now (72 per cent, down from 76 per cent two years ago). Other research we have conducted shows that HDTV purchase intent is flat, with 13 per cent of Americans 'very' or 'somewhat' likely to buy HDTV in the near term, versus. 15 per cent last year."