TORONTO – There is still a "high level of confusion" among Canadian consumers over how high definition (HD) signals are received, and which services are available in the HD format, according to new research from the Canadian chapter of the Cable Telecommunications Association for Marketing (CTAM).
One key finding of the study showed that 30% of Canadians claim to own a HD television, but in fact only 13% of Canadians have a set-top box capable of providing HD signals. The same research showed that Canadians tend to be “generally unaware” of the features and benefits associated with HD viewing.
“This research shows that cable service providers, television manufacturers and service and equipment distributors need to focus more effort on educating subscribers about the features and benefits of HDTV” said John Piercy, president of CTAM Canada, in a press release. “Despite program providers and cable operators investing millions of dollars in creating and distributing HDTV program, many people are not enjoying the photograph-like quality of high definition signals”.
The research, of 2,004 Canadians this summer, also examined the intentions of non-HDTV owners in Canada to buy an HDTV set in the next six months or 12 months, plus the impact that HD programming has had on the viewing experience for Canadian’s with HDTV.
“This research shows strong growth for HD in the coming months and significant improvement in the television viewing experience once HDTV programming has been viewed”, Piercy continued.
