DTV Awareness Growing But Slowly New Study Says

November 21, 2007

The campaigns about the U.S transition to DTV is speeding up and more and more trailers are pumped out at thousands of local TV-stations. A year ago about 33% of U.S citizens knew something about the upcoming transition. Today 43% has reached a basic level of awareness, according to a new study. There is still a long way to walk before U.S has gained a critical mass of awareness to build preparedness until the actual transition is taking place on the 19th of Feb, 2009.

A new study made by Leichtman Research Group, (LRG) concludes that consumer awareness of the Digital TV transition has increased roughly 10 percent in the past year. Now 43% of adults in the United States have heard of the digital TV transition that will take place on February 17, 2009. But few few actually understand, or care about, how the digital transition will affect their household in reality, according to the study.

There is also a divide among consumers with greater annual income (above $75.000) and those beneath. The first group new more about the transition than the ones with less income.

This is worrying since households with less income probably are more possible to use an antenna to receive TV and in that case will be effected by the transition.

Also, reports from U.K says that landlords have very low awareness about the ongoing transition. “Fewer than one in three landlords is aware of the actions they might need to take to implement the switchover to digital television”, reported by Property People and according to research by the National Landlords Association (NLA). I haven’t seen any information, reports or talk about how U.S landlords might be affected.

So, how can we gain momentum to help less connected and financially strong groups to be more aware of the DTV transition? Well, that is the golden question.

I think it is very important to keep up the campaigns in the television, thats basic and important. But i am still surprised of how little local media is reporting about the transition. I think this is because of two facts: The transition is still too far away according to medias logic. And more interesting, no one is “creating” or working to get out news about the transition with local facts and information. Most news material is national information send from Washington D.C that do not reach out on a local level. No news or information is touching the local audience in their daily lives. No local small talk is in motion. And I think little practical understanding is gained on a local level because of that.

How will landlords know or care if they are affected? Most of them have cable TV installed. But they will have a lot of questions from worried tenants who think they will be affected. And those who are affected has to install new equipment to enable tenants to continue to receive television. And landlords are in need of one important fact: Time!

Anders Bjers

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