Our second Industry Insider guest blogger is Clint Stinchcomb, Executive Vice President and General Manager, HDTV and New Media, Discovery Communications. Clint has one of the sharpest minds in the business and can take credit for much of the innovative programming you see on Discovery HD Theater.
Consumer Confusion? Not for Long.
By Clint Stinchcomb, Discovery Communications
A recent article published by the Wall Street Journal looks at the challenges that manufacturers face today when it comes to consumer confusion about high-definition technology. Citing a survey by Leichtman Research Group, which found that only half of the 24 million households with HDTV-ready sets actually get HDTV, the article concluded that most consumers really don’t understand what HDTV is at all. In truth, this has been an issue. People willing to lay down the substantial investment for an HDTV set have by and large believed that the path to that pristine picture quality is just a plug and play step away. Of course, we know differently and the fact is additional equipment and services are needed to really achieve the HDTV reality.
But people are getting it. The Leichtman Research survey was conducted in 2006 and already there’s been a huge educational shift in what the general public knows about HDTV. This is largely due to some impressive educational efforts being made by the cable television industry, retailers like Best Buy, manufacturers like Panasonic and programmers like us at Discovery. Our TheHDguru.com site has helped viewers breakdown what they need to know before they buy and what they need to get up and running after they bring their new HDTV home.
There may still be a lot of confusion out there, but this is the case with just about any new technology: A new computer operating system, MP-3 player, smart phones, etc. … if the end result is worthwhile – and HD picture quality truly is – consumers will take the time to figure it out.
Consumer interest in HDTV is at an all-time high, HDTV set prices are at an all-time low and education efforts are helping new HDTV owners connect the dots – the confluence of all these factors will be the antidote to “consumer confusion” on a large scale. I hope my friend Bruce Leichtman and his team will conduct a study in another six months because I think we’ll find a different scenario.
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5 comments:
What I think the industry also needs is a talented group of skilled TV installers who can come to your home and actually properly set up your HD, your VOD, your wireless, your Xbox and all that.
Daisy Whitney
TVWeek
Glad you mention it, Daisy.
That's exactly why we developed TheHDguru.com This interactive portal takes all the guesswork out of the connections; shows you what the cables look like, where they all belong and what type of performance to expect from them. Along the way, anyone new to HD or a seasoned expert can brush up on their techno-speak as well with our printable glossary.
Education is an important phase. The technology exists, but it's up to all of us in the industry (especially in HD circles) to help spread the gospel -- as well as the content.
John Pence
Disocvery HD Theater Programming
Things are getting better. Bought my first HD set two years ago and, frankly, found the sales force in the retail stores to have limited information. I was operating in a vacumm and ended up getting a lower-priced CRT set because I was nervous about investing in a high priced set without knowing what to get. Just bought my second set (47in Vizio LCD - which looks great) over the weekend and the change in knowledge from the sales forces was remarkable.
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What I would like to know about HDTV is why the industry is forcing it down the throat of consumers? What about all of the families who are happy with the current quality of the standard television picture, and can't afford to,or don't want to invest in new technology? I am fine with the quality of my SONY flat screen. I am putting two children through private universities and don't like being forced to replace or buy additional hardware at this time
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