Originally featured on BroadcastEngineering.com
CBS study: less than 30 percent aware of 2009 DTV deadline
New research by CBS finds that though a large part of the U.S. population is still in the dark about the transition to digital television, those who become digitally connected tend to watch more primetime TV.
The new data, released on the eve of CES in Las Vegas by CBS Research, found that less than 30 percent of the population is aware of the 2009 deadline for broadcasters to switch to full digital transmissions. Approximately one-half of these people, however, have already purchased a digital set and another 30 percent plan to before the changeover.
As more TV viewers become aware of the 2009 deadline for broadcasters to switch to full digital transmissions, the likelihood of them investing in new digital TV sets increases by 40 percent, the study said.