HDTV survey results at NAB

[oflaherty]

Tuesday NAB notes—

The Magid TV consulting company released results of a survey of all TV viewers..
The technical terms seem to have folks confused.
47% of  all viewers said they can already get "digital TV" on their present TV set.
Only 12% are familiar with the transition to "digital television."

But when the term is switched to "High Definition" 81% said they have seen or heard of it. (It was 94% of the men age 25-54.)

When given the definition of "High Definition" TV (crystal clear wide screen pictures, and theater like sound) 31% said it was very appealing, 46% said it was some what appealing.

The Magid researchers pointed out that the broadcast networks are all using different wording at the start of their HD shows.. NBC calls it "Hi-Definition".. CBS calls it "HDTV" ... Some say "simulcast in HD"... and some say "in HD where available."
No one knows what simulcast means.. and "HD" and "HDTV" are probably confusing or meaningless to many viewers.
The same goes for "in HD where available".. those who think they already have a digital TV sets probably think they are seeing a HD program, especially if it's letterboxed.

Magid recommends always calling it "High Definition" and dumping "simulcast" and "where available."
They also suggest better educational efforts and special High Definition education Web pages for every station where viewers can learn the basics. Focus on the better pictures, wide screen and great sound. Promote in programs aimed at men 25-54.

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The only other HD note I picked up Tuesday was from a paper from Harmonic on cable TV retransmitting broadcast HD.. one general conclusion was that HD sports needs at least 15 Mbps for good quality. The paper should be on //www.harmonicinc.com (but the link is broken right now.)

--Sean at NAB