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To: DiViT who wrote (36062)	9/18/1998 3:55:00 PM
From: John Rieman	Respond to of 50808

UK consumers gain awareness of Digital TV........................... inside-cable.co.uk 15th September 1998 POLL FINDS UK DIGITAL AWARENESS IS HIGH -------------------------------------------------------------------------------- An NOP survey has found that 77 per cent of the British public are aware of the impending arrival of digital television. Almost half (45 per cent) - when asked if they knew of any developments about to take place in the TV marketplace - mentioned digital TV without prompting. This compares with just 27 per cent unprompted awareness in a similar survey conducted in April this year. The research questioned 1,000 British consumers about ITV's absence from the BSkyB digital satellite platform. Contrary to received industry wisdom, the vast majority (87 per cent) of intending digital satellite converts said that the inability to receive a digital version of ITV would make no difference to their overall purchasing intentions. However, 13 per cent said they would be less likely to get digital satellite if ITV was not available in digital format. Around a quarter (23 per cent) of prospective digital converts said that they were likely to subscribe to digital cable - not surprisingly, most are existing cable subscribers. Many satellite subscribers claim that they are likely to defect to other platforms, with one in five claiming they will settle for digital terrestrial - albeit these statements were made before BSkyB's proposed marketing efforts started. NOP is planning a monthly survey looking at awareness, knowledge and attitudes to track changes between now and the end of the year.