[opendtv] Re: San Diego HDTV penetration
- From: "John Willkie" <johnwillkie@xxxxxxxxxx>
- To: <opendtv@xxxxxxxxxxxxx>
- Date: Thu, 26 Aug 2004 12:23:41 -0700
Bob, I tend to tire of educating you about the realities of TV, especially
since they don't stick to you all that well.
Have you ever heard of a term like "critical mass" or "market share?"
Have you ever realized that broadcasters sell advertising not based
(usually) on the number of actual viewers watching, but the share of the
market and the percentage of gross impressions that the advertiser can
expect from the placement.
If you think absolute numbers will do it for New York ahead of San Diego,
you need to talk to ANYBODY who has ever sold TV time.
If the DTV share is too small the ads won't be placed.
By the way, the WB network and CBS are airing on a regular basis, network
spots in HDTV. I know of the commercial arrangements with one (no extra
charge) and I know not the arrangements for the other.
John Willkie
-----Original Message-----
From: opendtv-bounce@xxxxxxxxxxxxx
[mailto:opendtv-bounce@xxxxxxxxxxxxx]On Behalf Of Bob Miller
Sent: Thursday, August 26, 2004 10:51 AM
To: opendtv@xxxxxxxxxxxxx
Subject: [opendtv] Re: San Diego HDTV penetration
John Willkie wrote:
>I've previously commented about San Diego's HDTV penetration rate: 24,000
>cable customers PAYING FOR HDTV, plus an estimated 12,000 homes with HDTV
>but not paying for cable.
>
>Yesterday, in a lunch with a high-ranking executive for one of the U.S.
>broadcast networks, that figure was put in perspective. The San Diego TV
>market has the highest HDTV penetration rate in the U.S.: over 5 per cent.
>Apparently, no other market even comes close.
>
>This might allow people on this list to factor in that item when I talk
>about HDTV penetration hereabouts.
>
>I'm not so sure that it helps adoption of dynamic PSIP and metadata to this
>point, but it will. San Diego, absent some drastic improvement in other
>markets, will be the first TV market where local broadcasters make money
>from (H)DTV.
>
>John Willkie
>
>P.S. While it would be indiscreet and against my economic interest to
>identify the network or executive, I can say that he had been in contact
>with one of the more prominent OpenDTV list members earlier in the day.
>
At what point do they start making money? How will we know? One percent
in New York is more than 5% in San Diego.
Next year markets like New York will see big increases in DTV reception
though not specifically HDTV. I think that a big market like New York or
Los Angeles will be be the first to make money for local broadcasters
from DTV not (H).
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