SEPT. 15 | The DEG spent its early years dedicated to advancing adoption of the DVD format. While we remain committed to keeping DVD the focal point of home entertainment, we are equally focused on the transition from standard-definition to high-definition content.
Earlier this year, the DEG gave its annual update on the state of the home video industry. At that time, we announced our pledge to embracing high-definition technologies. Specifically, we aim to promote and serve as a clearing house for information on HDTV.
We began by looking at ways to provide accurate information so that consumers can enjoy the optimal HD experience. First, we explored what the consumer did or didn’t know. What did they need to make the most out of their HDTV experience?
We retained research analysts SmithGeiger to conduct a study interviewing nearly 1,100 HDTV owners, measuring their attitudes, usage and behavior toward high-definition with an emphasis on HDTV.
What did we learn? Consumers love their HDTVs. Ninety-four percent believe HD is better than SD; 97% believe their HDTVs provide better quality than their prior TV sets, and 59% say they are watching more TV as a result.
Not surprisingly, we found that there is significant confusion among these high-def owners. In fact, one-third is unsure what type of display they have. And a majority is unsure of the resolution they have.
Despite the importance of correct connections to picture quality, 28% with set-top boxes, receivers or converter boxes were unsure of their connections, and only 11% believe they are using a secure HD connection, such as HDMI.
The DEG took this as an opportunity to help the industry. From the research, we found that consumers need to learn more about HDTV and, more specifically, they need guidance about properly setting up their new displays. Our solution: We created the first cross industry-supported HDTV Guide.
The consumer educational tool provides valuable information on a variety of subjects relating to HDTV in an easy to read format. It features such topics as what HDTV is; high-definition viewing options; the differences in HD televisions; and how to properly connect an HDTV. In short, the HDTV Guide is a complete how-to for HDTV.
This exclusive guide will come supplied in a variety of consumer electronics products and will be available through the DEG and participating retailers nationwide.
We believe our HDTV Guide will be a useful tool that consumers will rely on to help better educate themselves about the benefits of high-definition products and entertainment.
Join us in our mission to evolve the consumer to a world filled with high-definition. Help us “connect” consumers to high-definition.
Amy Jo Smith is executive director of DEG: The Digital Entertainment Group.
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