1 november 2008 the transition to digital broadcasting david and judith leroy ptpa meeting houston...
TRANSCRIPT
1 November 2008
The Transition to Digital Broadcasting
David and Judith LeRoy
PTPA MeetingHouston November 2008
2
November 2008
The end is near…
In February 2009 it’s all over… And we wanted to know how PTV
viewers were weathering the change A number of stations funded some
research to look at their markets and see what was going on with their viewers.
3
November 2008
And what should we expect?
Whatever happens takes a long, long time to develop
Cable gave us fragmentation Next came the Internet
Dial up to.. always on broadband
Now Digital TV should do what?
6
November 2008
Geography Matters
Idaho Utah Washington
Antenna 19% 19% 13%
Cable 39% 43% 70%
Satellite 38% 34% 14%
N/A 4% 4% 3%
9
November 2008
A tool kit of sorts..
Demographics
(biology)
Psychographics(psychology)
Techographics
(using digital stuff)
13
November 2008
How they get digital
Idaho Utah Washington
Digital Set
6% 16% 10%
Cable/Sat 48% 48% 59%
Converter 5% 7% 8%
No Digital 36% 29% 23%
14
November 2008
Coupons
Idaho Utah
Washington
Not Aware 25% 35% 22%Not applied 45% 35% 41%
Applied 17% 17% 21%Don’t want
coupons 13% 13% 16%
____________________________Asked only of no digital signal HHs
15
November 2008
Come February what’ya gonna do?
Idaho Utah DCConverter Box
22% 39% 30%
Buy New Set 7% 12% 12%Cable/Satellite
22% 19% 19%
Don’t know 47% 40% 40%________________________Asked only of no digital signal HHs
16
November 2008
What kind of people are
Cable subscribers? Satellite subscribers? Antenna people? We want you to meet them…
18
November 2008
Cable is a necessity for some What kind of set to buy creates angst Converter boxes are a problem You agree the OTA people are… And is this digital all its cracked up to
be? But a little side track…
Summing up these clips
19
November 2008
Viewing Hi Dif It’s a guy thing
Most people (50 to 66%) report little interest in seeking out hi def content.
About a 1/3rd report seeking out hi def when they first turn on the set.
According to Nielsen only sports gets higher ratings in hi def homes.
20
November 2008
What Do You Want?
Idaho Utah DC
2nd Variety
41% 48% 41%
Drama Comedy
23% 24% 28%
High Def Only
20% 13% 20%
Many Std Def Chns
11% 15% 11%
21
November 2008
What kind of digital channels for PTV?
All markets would like a drama/comedy channel (almost 50%)
All markets would like a 2nd variety channel of the same kinds of programs in different time slot/day delay. (40%)
No consensus on Hi Def only (20%) And 20% want no new channels!
22
November 2008
Is the Internet Just a Typewriter?
Tipping point reached..
Broadband always on How people use it…
remember the tool kit HH reception type
influences your type of Internet connection…
24
November 2008
They are on the Internet
Only about 15% have no Internet… Ladder of usage complexity… from
email to creating content on your web site…
25
November 2008
KUED ON-LINE ACTIVITES
% OF KUED Often Viewrs
86
6854
4130
22 19
0
20
40
60
80
100
Email Research News BuyThings
IM VU TV Social
TRAC
26
November 2008
Core/Often Viewers
Among the markets about 25% visit the stations’ web site
Often viewers are bit more apt to visit…low 30s…
Come for schedule information and info about the programming
Under five percent have pledged
27
November 2008
Digital will be a challenge
Everyone’s audience will get even smaller…
Can the Internet do to TV what TV did to radio?
New models of fundraising are needed?