TORONTO – Brand new research from CTAM Canada says that while Canadian consumers are buying high definition television sets by the thousands, they need more and better information on how to maximize what should be an incredible new picture.
A survey conducted this summer says Canadians are not fully aware of what they need – beyond their new TV – to truly see television in high definition.
According to the research, conducted exclusively for CTAM Canada members, while 22% and 21% of Canadian digital cable and satellite customers (respectively) own an HD set, only 14% have the requisite set top box required to actually watch high def programming. The trouble is, many customers think they are already seeing HD, even without a digital decoder – and for many – even without an HD set.
"This is a significant challenge facing the entire TV industry," said CTAM Canada’s president Domenic Vivolo, who is senior vice-president, marketing and sales for Astral Television Networks.
"Canadian television distributors and broadcasters have to meaningfully connect with their customers – their loyal viewers – through focused campaigns in order to let them know that to fully appreciate the beauty of an HD picture, and to maximize their new investment, they need all the pieces of a not-at-all complicated puzzle.
"With four in 10 digital TV customers saying they plan to purchase a new HD set in the next 12 months, it’s important the industry act together to grow this market," added Vivolo.
"With any new technology there are bound to be issues when consumers bring it home. We’d like to remind Canadians that when they purchase a new HDTV set, that they remember a set top box is also required to receive true HD," added Mike Lee, CTAM board member and Rogers Communications chief strategy officer, who added broadcasters and distributors are beginning to work together already.
