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HDTV UPDATE. Brian Markwalter Columbus, OH November 13, 2002. 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. CEA’s DTV Focus. Policy issues - PowerPoint PPT Presentation
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HDTV UPDATEHDTV UPDATE
Brian MarkwalterColumbus, OH
November 13, 2002
Brian MarkwalterColumbus, OH
November 13, 2002
Consumer Electronics Association (CEA)
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
• More than 1000 corporate members
• Producer & Sponsor of the International Consumer Electronics Show (CES)
• Industry’s voice in Washington
• Market research
CEA’s DTV FocusCEA’s DTV FocusCEA’s DTV FocusCEA’s DTV Focus
• Policy issues
• Education programs» Retail training seminars» Partnership programs» Consumer outreach
• CEA» DTV Subdivision» DTV Awards» DTV Summit
• Policy issues
• Education programs» Retail training seminars» Partnership programs» Consumer outreach
• CEA» DTV Subdivision» DTV Awards» DTV Summit
Consumer DTV Expectationsper Chairman Tauzin
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
• 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
The HDTV TransitionThe 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 - $$ Up 69%
• Over 3.8 million DTV Products Sold
• Prices Down 50 percent since ’98
• DTV 36.8% of total TV Revenue
• DTV More Than 60% of Projection Sets
• DTV Units Up 83% in ’02 - $$ Up 69%
Digital TV ProductsDigital TV Products
• Over 40 manufacturers
• 366 HDTV monitors
• 27 integrated HDTV sets
• 19 HDTV set-top
decoders
• 38 EDTV monitors
• Over 40 manufacturers
• 366 HDTV monitors
• 27 integrated HDTV sets
• 19 HDTV set-top
decoders
• 38 EDTV monitors
Digital Television Sales TrendsJanuary 1999 to July 2002
Digital Television Sales TrendsJanuary 1999 to July 2002
0
50,000
100,000
150,000
200,000
250,000
J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J A S O N D J F M A M J J
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
Units
Dollars (In Thousands)
DTV Unit SalesDTV Unit Sales
1.46 million in 2001
1.58 million in first nine months of 2002
1.46 million in 2001
1.58 million in first nine months of 2002
DTV RevenueDTV Revenue
Dollar volume of Digital TV products has surpassed
analog for the past three months (July, August,
September).
Dollar volume of Digital TV products has surpassed
analog for the past three months (July, August,
September).
HDTV Product ChoicesHDTV Product Choices
• Direct View• Projection TVs
» Front and rear
• Flat Screens» Plasma, LCD
• New Technologies» DLP, LCOS, etc.
• Direct View• Projection TVs
» Front and rear
• Flat Screens» Plasma, LCD
• New Technologies» DLP, LCOS, etc.
HDTV – Entry Level Now Under $1,500
HDTV – Entry Level Now Under $1,500
The Rapid Fall of Prices
$0
$500
$1,000
$1,500
$2,000
$2,500
$3,000
$3,500
1 2 3 4 5 6 7 8 9 10Year on Market
Avg
. P
rice
in
Do
llar
s (a
dju
sted
fo
r in
flat
ion
)
DTV Color TV
Average price
based on DTV
sales through
July 2002.
Digital HDTV – What Owners Are Saying
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
• 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
HDTV User Focus GroupsConnie Bock, Ph.D., Elon University
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
• 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
CEA ConsumerMarket ResearchCEA Consumer
Market 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
• 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
Rather Fight Than Switch?
NOT!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
Eight out of ten likely HDTV buyers would likely switch between cable and satellite
providers in order to get HDTV programming
Importance of Factors to OwnershipPercent listing factor as “very” or “somewhat” importantImportance of Factors to OwnershipPercent listing factor as “very” or “somewhat” important
91%
89%
67%
70%
48%
55%
41%
38%
38%
82%
81%
67%
57%
41%
37%
36%
32%
35%
Favorite programs in HD
Satellite and cable carriage
Ability to record HD on VCR
Ability to record HD on DVD
Ability to share recordings
Ability to record HD to DVR
Videogames in HD
HD programs on PC
Ability to record HD to PC
Short-termLikely BuyerShort-termPotential Buyer
Update from the Broadcasting Community
Update from the Broadcasting Community
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
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
Source: NAB10/8/02
Source: NAB10/8/02