Three in ten Canadians say they have HDTV, but only 13% have a set-top box capable of delivering high definition signals.
CTAM Canada has released new research that shows a high level of confusion in the Canadian market over how high definition signals are received and how many services are available in the HDTV format.
One key finding showed that three in ten (30%) Canadians claim to own a high definition television, but only 13% of Canadians have a set-top box capable of providing high definition signals.
The same research showed that Canadian’s are generally unaware of the features and benefits associated with high definition TV.
“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.
“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.”
CTAM Canada’s research also examined the intentions of non-HDTV owners to buy an HDTV set in six months or 12 months, as well as the impact that HD programming has had on the viewing experience for Canadians 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 added.
CTAM Canada (www.ctam.ca) is the Canadian chapter of the Cable Telecommunications Association for Marketing (CTAM), an organization that is dedicated to helping the cable business grow.
As a non-profit professional association, CTAM provides marketing, education and networking opportunities to more than 5,500 members, through conferences, consumer research, publications, www.ctam.com, a network of regional chapters, and the CTAM Executive Management Program at the Harvard Business School.