Twenty-nine percent of respondents to a new survey from Frank N. Magid Associates believe all TV programming will be presented in HD after the digital transition takes place in February 2009.
The survey, conducted in September of 1238 adults who are 21 years or older, found this incorrect expectation exists among cable and satellite subscribers as well as those who receive their TV signals over the air.
Aside from the glaring misperception, the survey offers a bit a solace to those concerned about the DTV transition in February 2009. A total of 96 percent of all consumers ages 21 and older now say they have heard something about the pending digital transition.
Despite this high level of awareness, not everyone has taken the steps necessary to be prepared for the dawn of digital television. The survey found that 59 percent of all consumers say they have what they need to receive local broadcast TV signals on Feb. 17, 2009. This proportion drops to 40 percent among households at greatest risk — those which rely solely on over-the-air signals for their TV programming.
In many cases, this lack of preparedness has to do with the fact that these households simply haven't yet done what they know they need to do to get ready. Half of the over-the-air-only households say they have applied for the digital receiver coupons from the government; however, it's not clear whether they have received their coupons, purchased the receiver or connected it to their analog TV sets.
For more information, visit www.magid.com.
