[opendtv] PR: Canadians are purchasing HDTV-ready televisions at significantly faster rate than Americans

Hmmmmm. this survey completely ignores the link between DVD and 
HD-ready display sales, not to mention the fact that these sets make 
SDTV look better in most cases. Why would anyone buy a big screen TV 
that is not HD ready today, except for price? And even there, the 
price differential is not that great anymore for CRT-based rear 
projection.

Maybe the Canadians are just accustomed to paying more for almost everything?

Regards
Craig


Canadians are purchasing HDTV-ready televisions at significantly 
faster rate than Americans

February 25, 2005 12:00am
Source: Canada NewsWire

Canada Newswire English via NewsEdge Corporation :

TORONTO, Feb. 24 /CNW/ - Canadians are purchasing HDTV sets at a 
faster pace than their southern neighbours according to a new 
national survey, which also shows Canadians lack the necessary 
knowledge and HDTV content to optimize their viewing experience.

The survey, commissioned by LG Electronics (LGe) Canada and conducted 
by Decima Research, found that recognition of HDTV technology is 
increasing rapidly. Approximately two-thirds of Canadians (63 per 
cent) know about HDTV, which provides viewers with a crystal-clear 
picture and digital-quality sound.

Twenty-one per cent of survey respondents who know about HDTV have 
already purchased an HDTV-ready television and the remaining 
respondents who know of HDTV (approximately 80 per cent) have at 
least some interest in buying a high-definition-ready TV in the 
future.

Overall, 16 per cent of survey respondents already have an HDTV-ready 
set in their homes. By comparison, Forrester Research estimates there 
will be 12 million HDTV-ready televisions in the U.S. by the end of 
2005, translating to approximately 10 per cent of American homes.

"The results of this survey confirm the growing popularity of 
high-definition television in Canada," said Ross Snow, LGe Canada 
director of sales and marketing.

"Considering that satellite television entered the market with a full 
schedule of programming and had only achieved adoption rates of 15 
per cent by 2001, you begin to get a real appreciation for the gains 
made by HDTV in just a few short years."

Still, today's awareness and popularity of HDTV technology does not 
mean that customers are fully realizing the benefits the technology 
can deliver.

"Customers automatically assume that once they buy a HDTV-ready TV, 
they can sit back with the popcorn and enjoy the ride," said Snow. 
"But there's far more to HDTV than the beautiful sets consumers set 
up in their living rooms."

Purchasing an HDTV-ready television does not translate into the 
ability to watch programming in HDTV. Currently, few TV programs in 
Canada are broadcast in HD. In addition, viewers must purchase or 
rent a set-top box capable of receiving HDTV and subscribe to HD 
services with their local cable or satellite operator. Viewers 
require all four products and services to ensure that they are truly 
experiencing the vastly improved picture that HD delivers.

"Manufacturers, retailers, programmers, cable operators and 
broadcasters must make a more concerted effort at educating Canadian 
consumers about HDTV," said LGe Canada Director, Steve Preiner. "It 
is obvious from both our survey and from customer feedback that 
Canadians want HDTV. We are at a stage right now where the demand for 
programming is outstripping supply - a rarity in our business."

Meanwhile, the lack of original Canadian programming broadcast in 
HDTV and the absence of HDTV availability in rural and French areas 
are severe.

Many cable and satellite providers are relying on American networks 
for high-definition broadcasts. CTV, CITY-TV and Global are the only 
Canadian networks currently broadcasting HDTV channels nationally. 
CBC is due to come on board by the end of February 2005. Unlike 
regular television broadcasts, Canadian networks do not make their 
full complement of affiliates available in high-definition.

In Québec, Vidéotron currently broadcasts in high-definition only to 
Montréal, Hull, Chicoutimi, and Rivière de Loup. No French networks 
or programming are available.

Specialty channels, including CTV-owned TSN and Discovery Channel and 
Rogers Sportsnet, as well as local channels such as Craig Media's 
Toronto One, and Rogers Media's OMNI 1 and OMNI 2, have also entered 
the marketplace.

"While it is true that more networks are simulcasting their schedules 
on HDTV subscription channels, most of the programming offered is not 
in fact in HDTV," said Preiner, "and part of the reason for that is a 
shortage of original Canadian HDTV programs."

CRTC, broadcasters must move faster on HDTV

According to Steve Preiner, the Canadian Radio-television and 
Telecommunications Commission (CRTC), cable broadcasters and 
programmers must step up and work more aggressively to keep pace with 
the technology advancements in global television broadcasting.

"As manufacturers, there is only so much we can achieve," said 
Preiner. "It is essential that an industry-wide timetable be 
established to ensure HDTV services keep up with the growing demand 
for HDTV programming."

America's television regulator, the Federal Communications Commission 
(FCC), has already established such a timetable. Fifty per cent of TV 
receivers in the 25-to 36-inch screen size must include a digital 
tuner, capable of receiving HDTV signals, by July 1, 2006.

The CRTC, meanwhile, is encouraging transitional digital television 
broadcasters to ensure that two-thirds of their schedule is available 
in high-definition format by December 31, 2007.

The Canadian television industry risks getting left behind if the 
CRTC, cable providers and broadcasters do not introduce hard and fast 
deadlines for HDTV adoption.

"We must all work together to create a made-in-Canada solution that 
will make HDTV and quality HDTV programming available from 
coast-to-coast, in both official languages," said Preiner. "Canadian 
consumers are demanding this technology, and are voting for the 
future with their dollars. It's time industry and government provide 
the tools HDTV enthusiasts need to enjoy the spectacular sights and 
sounds available through today's technology."

About the survey

LG Electronics Canada recently commissioned a survey (conducted by 
Decima Research) to find out Canadians' opinions, awareness and 
interest of high-definition television, linkage to viewing habits on 
sporting events, and the relationship between them.

The survey was conducted in response to consumer and retailer 
feedback on the benefits of HDTV and to get a better understanding of 
the television viewing preferences of Canadians in the backdrop of 
the FCC's initiatives in the U.S. to promote a switch to digital TV 
by 2006 and the CRTC's desire to encourage a similar transformation.

This telephone survey was conducted between February 10 and February 
13, 2005 through the Decima teleVox, a national omnibus telephone 
survey conducted weekly by Decima Research. Results of the survey are 
based on a sample of 1,018 adult Canadians and are accurate 19 times 
out of 20 to within +/- 3.1%, at the 95% confidence level.

About LG Electronics

LG Electronics, Inc. is a global force in electronics, information 
and communications products with 2004 annual sales of US $38 billion 
(consolidated). With more than 66,000 employees working in 73 
subsidiaries in 39 countries around the world, LG Electronics is 
comprised of four main business companies including Digital Display, 
Digital Media, Digital Appliance, and Mobile Communications.
 
 
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