Data shows link between digitally connected homes, network TV engagement
January 12, 2007
CBS Research has released new data showing that as the public becomes more connected to digital media, it becomes more engaged in primetime TV programming.
The research also reveals that as more TV viewers become aware of the 2009 deadline for analog switch-off, the likelihood that they will buy new digital TV sets increases by 40 percent.
The network released the findings on the eve of the Consumer Electronic Show (CES) in Las Vegas, where it made a presentation Jan. 9 intended to publicly reaffirm its position in the emerging, fast-changing world of Web media.
The network’s research, a comprehensive study examining consumers' attitudes toward digital media and the role television will play in the near future, was led by David Poltrack, chief research officer at CBS and president of CBS Vision.
The research found:
Between fall 2005 and fall 2006, the percentage of homes with both a broadband and a digital TV connection has grown from 22 percent to more than 30 percent. Members of this segment of TV viewers are more likely to stream clips and full episodes of network TV programs on the Internet. Less than 30 percent of the population is aware of the 2009 deadline for broadcasters to switch to full digital transmissions. About half of these people have already purchased a digital set and another 30 percent plan to before the changeover. Of those who were unaware of the analog transmission shutdown, when told of the change, 40 percent said they would upgrade to a digital set before 2009. Fifty-six percent of those surveyed knew that it was possible to stream network TV programs over the Internet. Of this group, 46 percent have already streamed at least one program. Of those not aware of this streaming option, when told which programs were available for streaming, 62 percent selected at least one of the 33 available programs that they would probably watch via streaming over the Internet in the future.
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