Nearly one quarter of HDTV owners did not purchase special equipment to watch HDTV channels because they read messages at the beginning of programs telling them that those shows are being broadcast in HDTV, according to a new telephone survey from StrategyOne.
The survey, sponsored by Scientific Atlanta, shows a large percentage of HDTV owners don’t have a clear idea about what is required to watch high definition programs on their sets.
Not only did the survey reveal that 23 percent mistakenly thought they were watching HD programming because of the opening HD message, 28 percent didn’t purchase special equipment from their service provider because they believe the picture quality was already improved with the purchase of the new HDTV.
Eighteen percent said they believed the HDTV set would provide HD channels without additional equipment.
The survey showed that 49 percent of HDTV owners surveyed are not taking full advantage of their HD televisions, as defined by receiving HD channels and having special equipment to watch HD programming (including an HD set-top box, a CableCARD and/or an antenna).
The nationwide phone survey was conducted Sept. 23-30, 2005 and targeted a list of 500 HDTV owners 18 years of age and older.
Scientific-Atlanta is launching a consumer education campaign with cable providers called “The True-Def of Hi-Def.” Public affairs and direct marketing campaign elements will help consumers to see, learn and experience the differences between SD and HD.
For more information, visit www.scientificatlanta.com.