I Want My HDTV???

What Has Changed Since Last Year

Installing Over-The-Air DTV Reception:
Challenge One: A Common Wall And A Lower-Level TV Location

“You know this would be a lot easier if you just subscribed to satellite”

Philips Wide-screen HD set           $888.00
Zenith digital TV tuner                     $250.00
Custom integration and
installation                                             $280.00

Watching MNF and Law & Order in HD Priceless!

Attic Antenna

Winter Projects

New This Week!

What Hasn’t Changed From Last Year

Survey Methodology

Awareness Of HDTV Remains High Among Men; Awareness Among All Adults Grows Slightly
Based On Consumers With Internet Access

High Familiarity Remains The Same
Based On Consumers Who Have Seen, Heard, Or Read Anything About HDTV

But The Number Of Consumers Who Thought They Were “Getting It” Has Dropped Again
Based On Consumers Who Have Seen, Heard, Or Read Anything About HDTV

But Adoption Increases Four-Fold!
Based On Consumers Who Have Seen, Heard, Or Read Anything About HDTV

Consumer Frustration Over HD Electronics Requirements Grows
Based On All Adults

Consumer Frustration Over HD Electronics Requirements Grows
Based On All Adults

Perhaps It’s Because More Have Seen HDTV…
Based On Consumers Who Say They Are At Least Somewhat Familiar With HDTV

And Now They Want It!
Based On Consumers Who Say They Are At Least Somewhat Familiar With HDTV

Driving Digital Adoption

Most Are Still On The Sidelines, Waiting For Further Price Reductions
Based On All Respondents, N=1,258

And Nearly As Many Are Happy With The Way They Watch TV Today
Based On All Respondents, N=1,258

Adoption Among Friends And Family Will Help
Based On All Respondents, N=1,258

We Still Can’t Look For That Big Lift Any Time Soon…
Based On All Respondents, N=1,258

Intent To Buy An HDTV Set

If 1 in 5 Don’t Adopt, How Do We Ever Get to 85%???
Based On All Respondents, N=1,258

Still Vying For Viewers’ Attention:

2003-2004 Agenda

Oh By The Way – How Would You Describe HDTV?

Let’s Not Depend TOO Much On Word Of Mouth!

The Final Word

Slide 31

Slide 32