New Survey Shows Consumers Ready for Digital Television

WASHINGTON, D.C., Oct. 25, 2001 – More than four in tenAmerican consumers are likely to buy a digital television set in thenext few years, according to results of a survey done for the NationalAssociation of Broadcasters.

A telephone survey of 1,000 Americans conducted Sept. 20-25 foundthat 43 percent of respondents say they are either "extremely likely,""very likely" or "somewhat likely" to buy a new digital television setin the next few years. StrategyOne, a Washington, D.C.-based researchfirm, conducted the survey on behalf of NAB.

"For consumers, the future is now," said Edward O. Fritts, presidentand CEO of NAB. "They know about digital television, they like it, andthey want it. That is why local broadcasters are investing billions ofdollars in new equipment and transmission facilities to make free, overthe air digital television available to all Americans."

StrategyOne President Steve Lombardo said the survey found that 55percent of survey respondents are familiar with DTV. "That is quitesurprising given the technology's relative newcomer status to themarketplace and that current ownership represents a rather small sliceof American households," said Lombardo. "This indicates that the buzzsurrounding this technology is generating widespread awareness of, andinterest in, digital television products."

Picture quality is the number one driver when it comes to consumerinterest in digital television. When asked to volunteer a primaryadvantage associated with digital television, 62% of Americans respond"better picture quality." Audio quality is the second most popularadvantage mentioned by consumers.

Currently, there are 210 local television stations in 71 marketssending digital TV signals. More than 70 percent of American householdslive in markets that have access to at least one DTV signal.