(3 October 2009 8:15 pm)

MUMBAI: Daily high-definition viewing among HDTV viewers aged 13- 54 years has escalated by 65 per cent in the last two years, says a survey by Knowledge Networks.

To compile the data, Knowledge Networks met the same set of high-definition viewers who had participated in a similar kind of study in 2007. The study found that 43 per cent now watch HD programming on a day-to-day basis compared to 26 per cent two years ago.

68 per cent of the respondents said that they always make an effort to watch a show in HD when it is available in SD and HD at the same time.

The report also discovered that males were more likely to say that they check HD channels first when turning on their TV set (48 per cent versus 19 per cent for females), and more likely to choose HD over an SD simulcast (58 per cent to 41 per cent.).