HDTV services lagging behind sales

What’s the point?

Consumers are losing their old traditional sets and upgrading to the new technology of high definition. With the influx of HDTV sets, you would expect there to be an increase in consumer purchases of HD broadcasting. This is not the case.

The average HDTV set owner is content just watching DVD’s on their new sets. The lack of HD channels, the confusing arrangement of prices, and the fear of new technology are only some of the hindrances facing the expansion of HD broadcasting.

About 30% of HDTV set owners aren’t subscribing to HD channels. Of those that do subscribe, many rate their satisfaction at a 7 or lower. Even with the high degree of dissatisfaction, broadcasters aren’t doing much to improve services. They are doing even less to increase interest from the unsubscribed. Broadcasters are falling down on the job when it comes to promoting their HD services.

Broadcasters are going to have to work to educate the consumer on the emerging technology. They will also have to increase and improve services to woo and maintain a customer base. Most consumers are still unaware that all digital is not high definition.

This is not expected to hinder holiday sales of HDTV sets. With the specials that will be offered, even those consumers who aren’t interested in the HD programming will probably stick their toe in the pool. Discounters will have 40 -42 inch models available for less than $1000. That’s a decrease from 2005 of about 25%.