Audio Video News

Owners of digital television (DTV) products are extremely satisfied with their performance, but are unhappy with the lack of available programming in the new format, according to a survey conducted by the National Consumers League (NCL) and released July 21, 2000.

The results of the survey should surprise no one. DTV, even at its lowest level of resolution, is orders of magnitude better than the analog variety familiar to most consumers. Those who have purchased DTV products have been told by salesfolk about the Federal Communications Commission mandate to have all 1600 television stations nationwide offering DTV content. They have expected more than they can get from their local broadcasters, which in the best cases amounts to only a few hours of programming per day. At the moment, direct-broadcast satellite (DBS) services have the most to offer viewers eager to get the maximum from their DTV investments.

The rollout of the new TV format hasn't gone smoothly. Broadcasters have backpedaled on their commitments to begin producing digital content, especially the bandwidth-intensive high-definition variety, saying there isn't yet a large enough market to justify the expense. Controversy still rages over the terrestrial transmission standard, with the possibility that it may be changed to reduce multipath effects not anticipated when the standard was first adopted. The net effect is that everyone involved in the rollout is hedging—except those consumers who have taken that first big step with their dollars.

"Opponents of the existing national digital broadcast standard have been suggesting that consumer response to DTV is unfavorable," said NCL president Linda Golodner. "Our survey shows the assertions are groundless. We found that consumers were overwhelmingly satisfied with their HDTVs, a rather unusual response for such a new product."

The survey was conducted by telephone with 200 DTV owners between May 31 and June 14 by Opinion Research Corporation International. It indicates that about 75% of those surveyed say they are "very satisfied" with both the picture and the sound quality of their new DTV sets. DTV picture quality won a 96% consumer satisfaction rating, and 89% of DTV owners are satisfied with the audio quality of their DTV sets. More than half of them are dissatisfied about the insufficient amount of digital programming being broadcast, according to the survey, with 35% describing themselves as being the "least satisfied."

What is the cure for this dissatisfaction? Forty-two percent of the respondents stated, without prompting, that "more programming" would make them happy. What do they want to see? More movies (40%), sports (23%), and primetime network programming such as dramas, sitcoms, and talk shows (21%). Eighty percent said they are happy with the quality of signal reception; only 4% said that "better reception" was something to be addressed by manufacturers and broadcasters. Twenty-five percent believe that prices for DTV products are still too high, despite the fact that prices have dropped by a third since DTV products first went on the market two years ago. The average price for a DTV receiver is about $2460 today, compared to $3725 only 18 months ago, according to figures from the Consumer Electronics Association.

"Though prices have dropped since DTVs were first introduced, further price reductions will depend on increased consumer demand. And to increase demand, broadcasters must address the issue consumers are most dissatisfied with—programming," Goldner said. "It is American consumers who are the victims of some broadcasters' refusal to implement the HDTV standard and provide the digital programming this survey shows consumers want."