Washington, D.C. (October 22, 2008) -- On February 17, 2009, full-powered local TV stations will switch their signals from analog to digital, meaning viewers will need to get a Digital TV, a digital converter box or a pay TV service to keep watching television.
However, a new ABI research study says roughly 20 percent of Americans who use off-air antennas to watch broadcast television will do nothing on the transition day and simply let their TVs ' go dark.'
If true, that means that approximately three million viewers could stop watching their local channels, which would have a serious impact on local TV ratings and their advertising rates. (And The Wall Street Journal reports today that overall viewing for the major broadcast networks, which are affiliated with the local channels, is declining again this season.)
ABI estimates that 15 percent of Americans now use off-air antennas to watch TV. This is the group that will need to act before February 17, 2009 if they want to keep viewing. (Pay TV subscribers will continue to get their signals when the transition occurs.)
According to a consumer survey, ABI says 70 percent of off-air viewers will get a converter box; 10 percent will switch to cable or satellite; while 20 percent will do nothing, letting their TVs go dark.
"Our survey data suggest that the net result of consumers' choices after analog switch-off will be a drop in overall terrestrial viewing. Terrestrial viewers tend to be more likely to use alternative video entertainment forms such as DVD rentals and broadband video and the transition may push them further in that direction," says Steve Wilson, ABI's principal analyst.
Nielsen recently estimated that nine million Americans are still unprepared for the digital transition.
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However, a new ABI research study says roughly 20 percent of Americans who use off-air antennas to watch broadcast television will do nothing on the transition day and simply let their TVs ' go dark.'
If true, that means that approximately three million viewers could stop watching their local channels, which would have a serious impact on local TV ratings and their advertising rates. (And The Wall Street Journal reports today that overall viewing for the major broadcast networks, which are affiliated with the local channels, is declining again this season.)
ABI estimates that 15 percent of Americans now use off-air antennas to watch TV. This is the group that will need to act before February 17, 2009 if they want to keep viewing. (Pay TV subscribers will continue to get their signals when the transition occurs.)
According to a consumer survey, ABI says 70 percent of off-air viewers will get a converter box; 10 percent will switch to cable or satellite; while 20 percent will do nothing, letting their TVs go dark.
"Our survey data suggest that the net result of consumers' choices after analog switch-off will be a drop in overall terrestrial viewing. Terrestrial viewers tend to be more likely to use alternative video entertainment forms such as DVD rentals and broadband video and the transition may push them further in that direction," says Steve Wilson, ABI's principal analyst.
Nielsen recently estimated that nine million Americans are still unprepared for the digital transition.
Comment on this article!
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