NEW ORLEANS – HDTV homes (at least a whole bunch of them in Los Angeles) watch more television, overall, than other, non-HD households, according to new research released today at the NCTA Cable Show in New Orleans.
Ironically, however, HD-enabled homes still tune to standard-definition (SD) channels in large numbers, even when HD versions are available. Unfortunately, the release did not say how much more TV high definition subscribers consume.
The study additionally demonstrates that simulcast HD networks that mirror a channel’s standard-definition programming outperform so-called compilation HD channels, which present some of a network’s programs in high-definition, but whose schedule does not coincide with that of the SD network.
It’s important to note that the release was put out by Scripps Networks, owners of Food Network, Fine Living, HGTV and DIY Channel here in the States and they want distributors here to carry both their SD and HD channels in full – and not compile their programming onto other HD channels. They also dislike the cable practice of placing HD channels in a distinct block of their own, way up the dial.
"This information played a significant role in our decision to create simulcast versions of HGTV-HD and Food Network-HD," said Robin Garfield, vice-president of sales research and strategy at Scripps Networks, in the press release. Both channels began simulcasting the schedules of their respective standard-definition networks in March 2008. Since their launch in 2006, Food Network-HD and HGTV-HD have seen their distribution increase to more than 25 million households.
The study is based on actual set-top box tuning data gathered by research firm TNS from approximately 300,000 households in Charter Communications’ Los Angeles cable system, one of the largest in the U.S.
"Nielsen does not currently measure HD networks as stand-alone entities, so we must rely on other sources, such as the TNS data, for a glimpse at HD performance," Garfield said. "With this information, we are starting to formulate a picture of how the availability of high-definition content changes viewing habits."
The study suggests that the cable industry practice of segregating HD channels into tiers far removed from their SD counterparts may discourage the viewing of high-definition programming. In contrast, satellite operator DirecTV assigns HD and SD feeds the same channel number and their interactive program guide can be programmed to enable automatic HD tuning.
"We wondered why viewership of standard definition programming persists when an HD version of it is available," Garfield said. "The data suggest that viewers used to navigating lower channel numbers continue to do so despite the presence of high-definition programming."
Scripps Networks’ research group, recognized for identifying and tracking breakthrough trends in the television industry, conducted the in-depth analysis of the TNS data.
"This report clearly shows that the cable industry has a huge opportunity not only to expand the offer of high-definition programming, but to encourage viewers to see it," said Lynne Costantini, executive vice-president of affiliate sales and marketing at Scripps Networks.
