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Trends and Expectations in the HDTV Market: Insights from CEA Chairman Brian Markwalter

On November 13, 2002, Brian Markwalter, from the Consumer Electronics Association (CEA), shared insights on the evolving HDTV landscape. With over 3.8 million DTV products sold and a 50% price decrease since 1998, consumer expectations for high-quality programming and affordable cable-ready sets are rising. The CEA emphasizes the importance of consumer outreach and education, as DTV units show a notable increase in sales. As cable and satellite providers compete for HDTV viewers, more users report higher satisfaction and an eagerness for expanded HD content.

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Trends and Expectations in the HDTV Market: Insights from CEA Chairman Brian Markwalter

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  1. HDTV UPDATE Brian Markwalter Columbus, OH November 13, 2002

  2. Consumer Electronics Association (CEA) • More than 1000 corporate members • Producer & Sponsor of the International Consumer Electronics Show (CES) • Industry’s voice in Washington • Market research

  3. CEA’s DTV Focus • Policy issues • Education programs • Retail training seminars • Partnership programs • Consumer outreach • CEA • DTV Subdivision • DTV Awards • DTV Summit

  4. Consumer DTV Expectationsper Chairman Tauzin • DTV sets should receive broadcast signals • DTV sets should work with all cable systems • Cable-ready DTV sets should be available at reasonable prices • New DTV sets should bring consumers "exciting new content“ • Home recording still should be available • HTDV sets should have high-quality programming • Consumers should be able to make informed decisions on new equipment

  5. The HDTV Transition • Over 3.8 million DTV Products Sold • Prices Down 50 percent since ’98 • DTV 36.8% of total TV Revenue • DTV More Than 60% of Projection Sets • DTV Units Up 83% in ’02 - $$ Up 69%

  6. Digital TV Products • Over 40 manufacturers • 366 HDTV monitors • 27 integrated HDTV sets • 19 HDTV set-top decoders • 38 EDTV monitors

  7. Digital Television Sales TrendsJanuary 1999 to July 2002

  8. DTV Unit Sales 1.46 million in 2001 1.58 million in first nine months of 2002

  9. DTV Revenue Dollar volume of Digital TV products has surpassed analog for the past three months (July, August, September).

  10. HDTV Product Choices • Direct View • Projection TVs • Front and rear • Flat Screens • Plasma, LCD • New Technologies • DLP, LCOS, etc.

  11. HDTV – Entry Level Now Under $1,500

  12. Digital HDTV – What Owners Are Saying • 95 percent of HDTV owners would buy it again • Two-thirds of HDTV owners are watching MORE TV • 1 in 5 HDTV households earn less than $75,000 – Middle Class Purchasers! • Quality of HD programming is good to excellent – but they want MORE

  13. HDTV User Focus GroupsConnie Bock, Ph.D., Elon University • HDTV owners gravitating towards programs in HD, even if not a favorite • One viewer “Rediscovered CBS” • “Reduced Analog Pleasure” • Most satisfied early adopters – those with cable HDTV

  14. CEA ConsumerMarket Research • Online consumers showing greatest familiarity with HDTV – more than twice the general population • 80 percent of online population like the better picture • Nearly 30 percent of online consumers believe their next TV will be HDTV

  15. Rather Fight Than Switch?NOT! Eight out of ten likely HDTV buyers would likely switch between cable and satellite providers in order to get HDTV programming

  16. Importance of Factors to OwnershipPercent listing factor as “very” or “somewhat” important

  17. Transition numbers / station updates 509 stations in 147 markets, reaching 90% of U.S. TV households Newest stations include: WADL, Detroit, MI KNVA, Austin, TX WRBL, Columbus, GA KALB, Alexandria, LA WHLT, Hattiesburg, MS KPXF, Fresno, CA KAIL, Fresno, CA KMAS, Steamboat Springs, CO KTVL, Medford, OR WSBK, Boston, MA WYOW, Wausau, WI WCDC, Springfield, MA WMEA, Portland, ME Update from the Broadcasting Community Source: NAB10/8/02

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