Survey Shows Consumers Positive on DTV Transition

June 11, 2009
A majority of U.S. consumers think positively about tomorrow’s official DTV transition, and many will likely switch to free over-the-air reception from fee-based cable or satellite subscriptions, according to a Harris Corp.-sponsored survey released today.
The survey, completed earlier this week, found that a majority of people—69 percent—feel the nationwide DTV transition will be good for them and their families, despite some earlier reports of consumer confusion caused by equipment requirements, converter box coupon issues, and a delay in the implementation until June 12, 2009..
More than half of the survey respondents—55 percent—said they are somewhat or very likely to switch to antennas to receive free, over-the-air HDTV, versus subscribing to cable or satellite subscriptions. The ATSC digital broadcast technology enables broadcasters to allocate more bandwidth to over-the-air HDTV, providing higher quality pictures than most cable or satellite solutions..
The survey also showed that younger consumers—those under the age of 24—were most likely to consider switching to free over-the-air TV from subscription cable or satellite reception and to supplement their over-the-air reception with new online viewing alternatives..
“We commissioned this survey to check the pulse of the American public about the transition to digital television,” said Jay Adrick, vice president, broadcast technology, Harris Broadcast Communications. “We think the results clearly show that despite a few wrinkles during the transition, consumers are embracing this change, and appreciate the positive impact it will have on them.”.
The omnibus survey of 1,046 people was conducted for Harris by Greenfield Online, on June 5, 2009. The survey has a margin of error of 10 percent..

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