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Consumers Slow to React to DTV Transition

Many still unaware of benefits, problems as deadline draws closer

August 12, 2008

Although consumer awareness of the digital television transition is at an all time high, many over-the-air households are slow to take the steps necessary to continue to watch TV when analog signals cease, according to the latest digital transition awareness survey from the Association of Public Television Stations.

"Many consumers are unaware that there are immediate benefits to making the transition, such as enjoying the digital services Public Television stations are providing now," said APTS Acting President and CEO Mark Erstling.

As of May 2008, 62 percent of over-the-air households said they would opt to buy a converter box or digital television, compared with 28 percent in November 2006.

But the APTS study found that the majority of the 8.8 million over-the-air households who said they would buy a set-top converter box to continue to receive free over-the-air television have not done so.

Among all television households surveyed, only 9.2 percent -- 10.3 million households -- said they requested a coupon. Of those that have requested a coupon, 64.4 percent said they received the coupon, and 54.2 percent had redeemed the coupon. Roughly 38 percent of those who redeemed the coupon reported installing the converter box.

About 70 percent of over-the-air households said they know what they need to do to continue to view television after the transition.

The APTS study also found that as the transition date nears, fewer over-the-air consumers said they would sign up for cable, satellite or telecommunications service to receive digital television, while more are inclined to buy a converter box or digital TV set.

Those that said they would sign up for a paid service had dropped from 29 percent in November 2006 to 12 percent in May 2008.

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