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Knowledge Networks has selected HDTV as its first-ever "Game-Changing Media Technology of the Year." This decision was based on data which finds HDTV ownership in the U.S. soaring, and that the technology is having a major impact on the way people watch TV.
David Tice, vice-president and group account director at Knowledge Networks, points out that the adoption of HDTV changes the "choice set" of the channels households tend to watch. While the average TV household generally watches only about a dozen of the 100-plus channels they receive on a regular basis, HDTV households change their viewing preferences from channels offering low resolution content to ones with high-definition.
Tice explains, " 'about a third of people who get HDTV says they go straight to the HD section of their programming guides.' " He adds, " 'channels that don't have HD are at a bit of a detriment, because they're not the first choice.' " HDTV households also plan their viewing ahead of time more than those without HDTV.
Knowledge Networks estimates that about 28% of U.S. TV households have HDTV, up from 20% last year. Two-thirds of HDTV households claim to have HDTV reception, up from 60% the year before.
Mark Cuban president and co-founder of HDNet, says, " 'I'm hearing that the Olympics are up 25% in homes with HDTVs,' " and adds that the number is even higher among households with HDTV reception.
Tice explains that HDTV will eventually transition to normalcy as it becomes more of a standard of transmission and programming, much like colour TV did decades ago. For now, he says, it represents a competitive advantage for channels, programmers, and advertisers who have embraced it.
Source: Media Post, 08/19/2008
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