Broadcasters More Optimistic About DTV Conversion Timetable And Costs, Survey Shows
LAS VEGAS, Nev., Jan. 8 /PRNewswire/ -- The vast majority of U.S.
broadcasters expect to have a digital television (DTV) signal on the air by
the year 2002, and they are increasingly confident they can afford the
conversion to DTV, according to a new study.
The independent study, conducted for Harris Corporation (NYSE: HRS) of
Melbourne, Florida, shows that a majority of the nation's broadcasters are
likely to convert to digital broadcasting within the next five years. Only a
small handful indicated they were not likely to convert by the end of 2002.
The survey was released today at the International Winter Consumer
Electronics Show (CES) in Las Vegas. Harris, the leading manufacturer of
digital television transmitters, unveiled the results of its study at a
symposium attended by broadcast executives and others interested in the
transition from analog to digital television.
DTV will allow consumers to receive a television signal with twice the
visual detail of current systems, compact disc-quality sound, and services --
all within today's single television channel.
The study of 400 broadcasting executives, representing 481 stations
nationwide, also shows that a vast majority feel they can afford the
conversion process. This represents a significant improvement over a study
last year, which showed less than half of the broadcasters felt they could
afford the changeover.
Bruce M. Allan, vice president and general manager of Harris' Broadcast
Division, was encouraged by the findings. "Broadcasters are more committed
and are addressing DTV issues more aggressively than our research indicated.
Not only do more than 90 percent of those polled believe they can meet the
FCC-mandated timetable, but two-thirds now feel they will be able to afford
the DTV investment."
The survey also found that most broadcasters that were polled said they
plan to offer digital high definition television (HDTV) programming during
prime time and multiple standard definition television (SDTV) programs during
the day.
Study Findings:
* 93% felt they were very likely or somewhat likely to convert within five
years.
* 66% felt they could afford the conversion, compared with 42% in a survey
conducted for Harris last year.
* 83% hope the conversion will become a reality, up from 72% in last
year's survey.
* While 44 percent said they have yet to define the mix between HDTV and
other digital services, 23 percent said that they expect to use the digital
channel primarily for HDTV and 33 percent said they expect to use it primarily
to deliver multiple standard-definition programming.
* 76% felt keeping digital receiver prices low was the most important
factor in consumer acceptance of digital television.
How The Study Was Conducted:
The phone survey was conducted during the first two weeks of December by
Systems Research Corporation of Rochelle Park, New Jersey. SRC asked 400
television executives, representing 481 of the 1,551 stations in the U.S.,
their feelings on the planned conversion to DTV from the current standard.
Sixty-four percent were members of their station's DTV committee and 36
percent were final decision makers on DTV equipment issues. Broadcasters
surveyed were selected to reflect the real-world composition of the U.S.
television market, with proportionate representation from all sizes of markets
and station types -- from affiliate to independent to public broadcasting.
The survey, which has a potential error rate of +/-4%, was commissioned by
Harris Corporation.
Harris Corporation Background:
Harris is the leader in advanced transmitter equipment for DTV systems and
the leading manufacturer of digital radio broadcast equipment in the U.S. The
company has signed agreements to provide DTV transmitters to more than 200
television stations in the U.S. Last year, a Harris transmitter became the
first in the U.S. to broadcast commercial digital television signals. The
company also developed the test bed that was used to evaluate each of the
digital television systems proposed for the U.S. market.
Harris has provided transmitter equipment for six of the United States'
seven experimental DTV stations, including PBS-member stations WETA
(Washington, D.C.), KCTS (Seattle) and Oregon Public Broadcasting (Portland),
as well as stations WCBS (New York), WRAL (Raleigh, North Carolina), and WHD
(Washington, D.C.), the nation's model station. Additionally, Harris has
supplied digital transmitters for high-definition TV demonstrations worldwide.
Harris Corporation, with worldwide sales of $3.8 billion, is an
international communications and electronics company that provides a wide
range of products and services such as wireless and personal communications,
digital television, health care information, multi-media communications,
automotive electronics, transportation, business information, defense
communications and information, and Lanier office products. |
