Despite some initial confusion and delays, a majority of U.S. consumers think positively about tomorrow’s official digital television (DTV) transition, and many will likely switch to free over-the-air reception from fee-based cable or satellite subscriptions, according to a survey released today. The random survey of more than 1,000 consumers was sponsored by Harris Corporation (NYSE:HRS), an international communications and information technology company.
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. This is 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 high-definition TV signals (HDTV), versus subscribing to cable or satellite subscriptions. The unique Advanced Television Systems Committee digital broadcast technology enables broadcasters to allocate more bandwidth to over-the-air HDTV, therefore providing higher quality pictures than most cable or satellite solutions.
The survey also showed that younger consumers — those under 24 years old — were most positive about the DTV transition, and also the most likely to consider switching to free over-the-air TV from subscription cable or satellite reception. This particular age group also is most likely to supplement their over-the-air reception with new on-line 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.”
More details on the survey are available at: <a href="http://www.harris.com.harris/whats_new/DTV_survey_results.pdf”>DTV Survey Results.
Harris Broadcast Communications offers products, systems and services that provide interoperable workflow solutions for broadcast, cable, satellite and out-of-home networks. The Harris ONE™ solution brings together highly integrated and cost-effective products that enable advanced media workflows for emerging content delivery business models.
About the DTV Transition
Television programming has been transmitted using analog signals since it was first commercially launched in 1947. The Digital TV format was introduced in 1996 to increase the signal efficiency and provide enhanced capabilities, such as HDTV, that are impossible using analog technology. The U.S. Congress has mandated that all 1700-plus TV stations nationwide transition to DTV and discontinue broadcasting analog signals by June 12, 2009.
By The Numbers
> 4.4 million TV antennas were sold in the U.S. in 2008, up 48 percent from the previous year, according to the Consumer Electronics Association.
> Antennas Direct, a provider of TV antennas for consumers, recently reported a 224 percent jump in sales for the first quarter of 2009.
> The number of people signing up for cable or satellite TV grew at its lowest rate ever — less than one percent — in the fourth quarter of 2008, according to analyst Sanford C. Bernstein & Co.
> The Federal Communications Commission spent more than $75 million over the past few months to educate consumers about the transition.
> The average monthly home cable bill was $84.59 in January 2008, up more than 20 percent from 2006 (FCC).
About the Survey
The omnibus survey of 1,046 people was conducted for Harris by Greenfield Online June 5, 2009. The survey has a margin of error of 10 percent.
About Harris Corporation
Harris is an international communications and information technology company serving government and commercial markets in more than 150 countries. Headquartered in Melbourne, Florida, the company has approximately $5 billion of annual revenue and 15,000 employees — including nearly 7,000 engineers and scientists. Harris is dedicated to developing best-in-class assured communications® products, systems, and services. Additional information about Harris Corporation is available at www.harris.com.
