Television

Americans remain wary about HDTV: Research

MUMBAI: While content providers in the US are studying how the advent of HDTV will impact the entertainment landscape, research conducted by global market research firm Ipsos Insight shows that many consumers are still hesitant about this new technology.

It is not a matter of basic awareness. While 90 per cent of all Americans have heard of HDTV, only 47 per cent say that they know anything substantial about it. Only 15 per cent say that they are somewhat or very likely to get HDTV. These were the same levels in 2004.

Among the fairly static group of US consumers that report familiarity with HDTV in the past year, the perceived benefits have remained quite high. The critical issue today is that many consumers know HDTV exists, but haven't been convinced that it offers enough benefit to justify replacing their current TV sets. Some of the reluctance to become more familiar with HDTV may have to do with this 'worth it' hurdle.

The ?worth it? hurdle means the incremental benefit to the consumer, balanced against the cost and hassle of experiencing that benefit, including evaluating alternatives, learning how to use the new technology, and any 'hidden' costs like upgraded receiver boxes.

The report notes that awareness levels have topped out as the range of HDTV-related technology products and services are promoted by HDTV. The research firm sees both the need and an opportunity to develop the market beyond the early adopter stage, to create mainstream momentum.

Most survey respondents familiar with HDTV recall having seen an ad for HDTV in the past month (84 per cent), and three quarters (74 per cent) have looked into the capability in store.

The study notes that the lack of growth in consumers? HDTV purchase intentions in the past three years suggests that the value proposition hasn?t been made compelling to enough consumers yet. Marketers and advertisers who can get consumers over the ?worth-it? hurdle will reap the benefits of this exciting new technology.

At some point, the firms who have invested in this technology have to amortise that investment, and sooner or later that has to entail further reductions in price points that turn ?theoretical? margin into actual margin.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/ra.jpg?itok=DxzPxtHB
Viacom18 confirms the departure of Raj Nayak

In an official statement released to the media, Viacom18 confirmed the departure of Raj Nayak, the media network’s Chief Operating Officer.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sony.jpg?itok=XlwZkCP5
Sony Pictures Networks India gears up for the India tour of Australia with engaging programming initiatives

For the year ending high-octane cricket series between India and Australia, Sony Pictures Networks India (SPN), will be undertaking several initiatives to enhance the viewing experience and increase engagement with cricket enthusiasts across the nation.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/sagnik.jpg?itok=kKMr0u3H
Sony Entertainment Television appoints Sagnik Mukherjee as AVP marketing

Sagnik Mukherjee is set to join Sony Entertainment Television as associate vice president marketing, a source close to the development confirmed to Indiantelevision.com.

Television TV Channels People
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/raj-nayak.jpg?itok=ZDdRSmtK
Viacom18 COO Raj Nayak quits

Colors' Big Boss has quit, according to media reports. We are talking about Viacom18 COO Raj Nayak, who is the brain behind the most popular reality show Big Boss.

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/NG.jpg?itok=K2t16PB_
Monuments Turn Red, As National Geographic Raises an Alarm for Planet Conservation

Glaciers are melting, sea levels are rising, pollution in various parts of the world is at its peak, and tonnes of plastic waste is in the oceans.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/20/joy.jpg?itok=tz_9y8_I
Network 18's Joy Chakraborthy steps down

Forbes CEO and Network 18 President(Revenue) Joy Chakraborthy has stepped down from his role, according to media reports.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jony.jpg?itok=pT_heat_
Sony BBC Earth hosts the extraordinary Natural History Producer and Global Storyteller, Jonny Keeling, in India

Sony BBC Earth, India’s No. 1 factual entertainment channel and home to the most iconic and premium content, continues to deliver to its promise of making the viewers ‘feel alive’.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/jumanji.jpg?itok=g7Q0FcKR
‘Ab Jungle meinhoga Dangal’ with the Hindi Television Premiere of Jumanji: Welcome to the Jungleon November 24th at 8pm only on &pictures

Ever wonder how it feels to be inside a game and play the character you choose? In the brand-new adventure Jumanji: Welcome to the Jungle, the tables are turned as four teenagers in detention are sucked into the world of Jumanji.

Television TV Channels Movie Channels
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/19/tv.jpg?itok=sMpw7SEL
Broadcasters see regional adex space growing

Now that the Hindi fervour has died down, broadcasters and advertisers have latched on to the regional segment. It's no wonder that the adex in the space is expected to grow as well. According to the global ad growth forecast of GroupM, India’s adex is expected to grow at 14.2 per cent compared to...

Television TV Channels Regional

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories