Chris Blount
08-23-04, 06:00 AM
The Consumer Electronics Association, in comments filed recently at the Federal Communications Commission on the digital TV transition, presented research it conducted among U.S. households that aims to explain why certain households don't subscribe to cable or satellite TV.
CEA said its research indicates that about 13 percent of U.S. households do not subscribe to cable or satellite TV services, and that the majority of non-subscribing households (about 59 percent) are making a conscious decision not to subscribe for reasons other than economic constraints. The association said less than 30 percent of survey respondents without cable or satellite TV choose not to subscribe to a pay-TV service due to cost, or "insufficient funds."
In addition, some households that subscribe to cable or satellite TV are making a conscious decision not to connect additional television sets to these services. Such additional sets may be reserved for use with a VCR or DVD player, or with a video game system, the association said.
CEA said its market research department conducted a telephone survey of 1,000 individuals for the report to determine why certain households do not subscribe to cable or satellite TV service.
Also in its FCC comments, CEA said the impact on consumers during the digital TV transition could be lessened by ensuring viewers have accurate information about the switch and the availability of over-the-air (OTA) digital programming. "Broadcasters by definition reach all OTA viewers, so it is especially critical that they play a stronger role by increasing their efforts to educate their viewers about the DTV transition generally and the availability of OTA digital broadcasts specifically," the association said.
http://www.skyreport.com (Used with permission)
CEA said its research indicates that about 13 percent of U.S. households do not subscribe to cable or satellite TV services, and that the majority of non-subscribing households (about 59 percent) are making a conscious decision not to subscribe for reasons other than economic constraints. The association said less than 30 percent of survey respondents without cable or satellite TV choose not to subscribe to a pay-TV service due to cost, or "insufficient funds."
In addition, some households that subscribe to cable or satellite TV are making a conscious decision not to connect additional television sets to these services. Such additional sets may be reserved for use with a VCR or DVD player, or with a video game system, the association said.
CEA said its market research department conducted a telephone survey of 1,000 individuals for the report to determine why certain households do not subscribe to cable or satellite TV service.
Also in its FCC comments, CEA said the impact on consumers during the digital TV transition could be lessened by ensuring viewers have accurate information about the switch and the availability of over-the-air (OTA) digital programming. "Broadcasters by definition reach all OTA viewers, so it is especially critical that they play a stronger role by increasing their efforts to educate their viewers about the DTV transition generally and the availability of OTA digital broadcasts specifically," the association said.
http://www.skyreport.com (Used with permission)