Americans In The Dark About Digital TV Switch
A good number of U.S. TV watchers are not aware that analog signals will change to digital in 2009, according to Leichtman Research Group’s "HDTV 2007: Consumer Awareness, Interest and Ownership" report.
The report found that 43 percent of U.S. adults had heard of the switch to digital TV, up from one-third who said the same in 2006.
"February 17, 2009 is now less than fifteen months away, yet the majority of Americans remain in the dark about the consequences of the digital TV transition that will occur on that day," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc.
"With tens of millions of TV sets currently receiving only analog broadcast TV, much work will need to be done over the next fifteen months to build awareness of the digital transition and drive whatever consumer action is needed to prepare for it."
Among those who are not currently subscribing to cable or satellite, close to one-fifth said they were aware of the digital transition and understood how it would affect their households.
Fifty-six percent of those households with an annual income of over $75,000 say they have heard of the digital transition compared to 36 percent of those in households with an annual income less than $75,000.