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
Dishum TV's quest to succeed in the Bhojpuri market

MUMBAI: Week 24 of BARC's data for the Bhojpuri market was out on Thursday. Like most weeks, this time too there were no revelations. For the longest time, this space has been captured by two players - Big Ganga and Bhojpuri Cinema - and there's no evidence to suggest a potential disruption in the...

Television TV Channels Regional
Colors Tamil the new entrant in BARC's week 24 data for Tamil market

MUMBAI: Colors Tamil, the newly launched Tamil regional channel of Viacom 18, was the new entrant in the Tamil market after BARC released its rating for week 24. Star Maa, a Telugu channel of Star TV, topped the charts, with Big Ganga settling for second position. There wasn’t much change in the...

Television TV Channels Viewership
V6 News set to launch Telugu GEC

MUMBAI: VIL Media Pvt Ltd-owned V6 News, a 24-hour Telugu satellite news broadcaster, is set to launch a general entertainment channel. V6 News, launched in March 2012, managed to gain popularity among the audience in Hyderabad and Telangana market within a short span of time. Earlier, it was...

Television TV Channels News Broadcasting
&TV presents Laal Ishq - passionate love stories with a supernatural twist

We promised to be together forever. Nothing could take us apart - not even death. Even though my body has long gone, my spirit still lives on… my soul will always be with you. For true love, never dies. &TV’s latest offering Laal Ishq, a series of passionate love stories with a supernatural...

Television TV Channels GECs
Zee Anmol retains lead in GEC (U+R) in BARC's week 24 data

Zee Anmol retained its top spot in Broadcast Audience Research Council (BARC) data for week 24 in the Hindi GEC (U+R) market. While Star Utsav and Rishtey swapped their third and fourth positions in the rural market, Star Plus and Zee TV exchanged second and third positions in the urban segment.

Television TV Channels Viewership
BARC, Week 24: Rebublic TV dominates, Mirror Now enters top five

MUMBAI: Times Network’s English news channel, Mirror Now, replaced NDTV in the All India Broadcast Audience Research Council’s (BARC) week 24 rantings, as Arnab Goswami's Republic TV continued to dominate the English news market While Aaj Tak led the charts in two Hindi news markets, ABP News...

Television TV Channels Viewership
What next with Fox-Disney-Comcast ?

MUMBAI: Part poker, part chess. That's exactly how the Disney-Comcast bidding war for Rupert Murdoch's entertainment conglomerate - 21 Century Fox - is being played out. The intense, see-saw battle for the media empire, which includes Hollywood studios, cable networks and streaming businesses, isn...

Television Production House Post Production
Sky News gets 15-year commitment from Disney in takeover battle

MUMBAI: Disney has refrained from selling Sky News without the U.K government’s permission and offered British authorities a commitment to operate Sky News for 15 years. For its part, 21st Century Fox has offered new commitments in an attempt to get its $15 billion bid for Sky over the finish line...

Television TV Channels News Broadcasting
Discovery picks Park Avenue address for new global HQ

MUMBAI: Discovery Inc. has selected a Park Avenue address for its new global headquarters. The company is also expanding facilities and adding jobs in Virginia. The company has signed a long-term lease with TF Cornerstone to occupy the entire space of 230 Park Ave South. According to,...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories