DTV Awareness, Confusion on the Rise

Consumers are more aware of the coming DTV switch, with 59 percent of Americans saying they know about the February 2009 switch from analog to digital TV signals.

Research from Frank N. Magid Associates indicates that awareness of DTV has been in about the 30 percent to 40 percent range for several years, but has surged in the last six months, according to Broadcasting & Cable.

The research showed that “over-the-air-only” homes - that is, those homes which will lose TV service come next February unless they purchase a digital converter box or a new TV, or subscribe to a cable, satellite or telephone company operator - show a higher level of DTV awareness, at 63 percent.

53 percent have heard about the coupon the government is providing for the purchase of digital converter boxes, with 29 percent saying they have already applied for their coupons.

Nielsen has said that more than 10 percent, or 13 million, of television households in the U.S. have TVs that will only receive analog signals.

Magid’s research shows that 32 percent of consumers who subscribe to cable or satellite HD service believe their entire channel lineup will be presented in HDTV when the switch happens.

“If this trend in consumer expectations continues, cable and satellite television providers will want to prepare for an onslaught of customer questions in the coming months,” Jill Rosengard Hill, vp and managing director at Frank N. Magid Associates, is quoted as saying. “If a large proportion of HD customers expect that their entire channel lineup will be presented in high-definition on Feb. 17, there will be customer frustration and the switchboards will light up.”