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The
10 Things That HDTV Owners Want Most!
By Swanni
Washington, D.C. (March 27, 2011)
-- Editor's Note: To
celebrate the 10th anniversary of TVPredictions.com, over the
next several months I plan to publish a series of features
honoring what I think represents the '10 Best' in the field of
TV technologies.
(And in some cases, '10 Worst' articles will expose
companies and people who I think are failing to strive toward
excellence, or, in some cases, not even making a serious effort
to satisfy their customers.)
This month, for example, I wrote the
10 Dumbest Things I've Seen In The Last 10
Years of TV Technology
and the
'10 Smartest Things I've Seen in the Last
10 Years of TV Technology.'
Today, I
present the '10 Things That HDTV Owners Want Most!'
TVPredictions.com's
daily newsletter, Swanni Sez, has more than 10,000 e-mail
subscribers. The web site itself gets around 15,000-20,000
visitors and 50,000-60,000 page views each weekday.
Since we focus primarily on HDTV-related news, I believe our
readers are a good barometer of what the high-def audience
really cares about. There are certain stories about HDTV that
always generate a lot of page views while certain others don't
seem to generate much interest.
So based on the stories that have gotten the most visitors over
the last few years, I have compiled a list of the 10 things that
HDTV owners seem to love the most. Or, at least, care about the
most.
Industry officials looking to attract more HDTV subscribers,
sell more HDTVs and/or high-def accessories should read this
list very carefully because it might just give you a few clues
on how to increase your sales.
So, that said, I
present, 'The 10 Things That HDTV Owners Want Most!'
1. They Want (Love!) More HDTV Channels
What's the
one story that never fails to
generate huge reader interest? A TV provider says it will add
more HD channels.
Even if their TV provider already offers more than 100 HD
channels, it's not enough. Consumers paid a lot of money for
their HDTVs (and accessories, such as pay TV subscriptions, DVRs,
cables, wall mounts, etc.) and they want more HD channels to
help justify the cost. Plus, they have become conditioned to
watching shows in HD; when an interesting show debuts on a
channel that's not in their HD lineup, it makes them mad. They
want all their favorite channels in HD -- and even
channels that they may watch just on occasion.
2. They Want Channels to
Stay On the Air!
Stories featuring fee disputes between TV providers and
programmers also generate a lot of interest because they
sometimes lead to channels being taken off the air. And that
also makes people mad! If they get used to watching a certain
channel, they damn well want that channel to be there when they
tune in.
If Congress would like to make some friends among TV viewers, it
will enact legislation to ensure that channels will not be taken
off the air when TV providers and programmers can't reach a new
agreement.
3.
They Want Their TV
Providers To Be Honest
Stories about companies that
inflate their HD channel counts or engage in other deceptions
generate a lot of interest -- and reader e-mail. People hate
being lied to; they will be more likely to forgive a TV provider
that doesn't meet their needs if they believe the provider is
being honest about it. For instance, DIRECTV has been slow to
add new HD channels over the last two years, but the satcaster
has waged several ad campaigns suggesting that its high-def
lineup is larger than it actually is. Based on traffic and
e-mails, this really gets people upset; it makes them feel like
DIRECTV doesn't respect them and is trying to manipulate them
into believing something untrue.
4. They Want
(Love!) Bargains On HDTV Products
Although research shows that
our readers make more money than most people, they love stories
about 'Black Friday' sales and one-day, online discounts on
High-Definition TVs and related products. I'm not the first to
note that people with money have it in part because they know
how to manage it. If someone who makes more than $100,000 wants
a HDTV for the kids' room or a spare bedroom, he will likely
look for a bargain set first.
5. But They Also Want (Love!) New TV Technology
Our readers are fascinated by stories about the latest
technologies, such as Net-enabled Blu-ray players; Smart TVs;
HDTVs with new advancements that promise to improve the picture;
new features that will help them better manage their viewing,
such as iPad apps. They also don't mind if the story is about a
new technology that might buckle their current budget; if they
really like the product, they will buy it, or at least, plan to
buy it when the price lowers somewhat.
The one exception to this rule: 3D TV. Stories about 3D TV
always generate below-average traffic, even stories about 3D
sets that have been deeply discounted. The average HDTV owner
just doesn't seem to care much about 3D.
6. They Want More
Movies
Stories about new movie channels or services, such as EPIX, Vudu,
etc., are reader magnets.
It's not surprising. Many HDTV owners have installed Home
Theaters (stories about Home Theaters also do well) so they love
to watch movies at home.
The Blu-ray industry -- from the studios to retailers -- should
take note of this. Blu-ray ad campaigns should focus more on the
incredible experience of watching (and listening to) a Blu-ray
movie in a Home Theater. The campaign should emphasize that Blu-ray
offers the best picture and sound in the world and that no HDTV
is complete without one.
Just sayin,' guys.
7. They Want More Info On New Shows & Cancelled Shows
HDTV owners closely follow news
about new programs -- and shows that may be cancelled. They take
their TV viewing seriously and they want to be up-to-date on
what they can watch and when.
8. They Want
More Info On DIRECTV & TiVO
I
realize that not everyone has DIRECTV; the satcaster has
slightly less than 20 million subscribers. But whenever I write
a story about when DIRECTV may launch a new DIRECTV/TiVo HD DVR,
it generates huge traffic. (Editor's Note: DIRECTV and TiVo
first said in 2008 that they would team to launch a new HD DVR;
almost three years later, the set-top is still on the launching
pad due to a variety of technical issues and, possibly,
political ones.) I don't know if this means that a large segment
of the DIRECTV audience will switch to the TiVo HD DVR when
(if?) it's finally launched, but there is sure a lot of interest
in it.
9.
They Want (Love!) Predictions
Of course, predictions is what
this site is all about. But whenever I make a prediction about
TV technology, it gets a lot of traffic for several days
running. Not all agree with the prediction, but they love to
read about it and discuss it in e-mails and message boards.
This is why I plan to expand our prediction coverage in the near
future; I realize that you want more predictions so you will get
more. (More news on that soon.)
As for industry officials, I think the high interest in
predictions is something that you can use to sell more products.
If I was running a TV technology company, I would include more
evocative imagery about the future in my marketing campaigns.
People like to think they are buying a product that's cutting
edge, one that will be around for years to come. Buying the
product now will make them look smart when all their friends buy
it later; that's a good selling point.
10. They Want
(Demand!) a Better HD Picture
Our readers love stories
about products or services that supposedly will improve your
HDTV's picture. HDTV owners are constantly looking to ensure
that they are getting the best HD picture possible. And it can
be a challenge with TV providers and networks often compressing
their signals so the picture is not what it could be. (The
providers do this to save system space, save money and squeeze
more channels in a smaller space.) This occasionally results in
an inconsistent picture, which drives HDTV owners crazy.
In this regard, any article about a TV provider or network
that's offering a sub-par HD picture generates a lot of traffic
-- and angry e-mails.
TV providers and networks would be wise to invest more money and
time in ensuring that they are offering a great HD picture; it's
what their customers want, more than anything.
Also see:
What Are
The 10 Best HDTV Channels?
10 Dumbest Things I've Seen In
The Last 10 Years of TV Technology
See
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to see today's Swanni Sez.
© TVPredictions.com
______________________________________________________
Phillip Swann is president and publisher of TVPredictions.com.
He has been quoted in dozens of publications and broadcast
outlets, including CNN, Fox News, Inside Edition, The New York
Times, The Washington Post, The Chicago Tribune, The Financial
Times, The Associated Press and The Hollywood Reporter. He can
be reached at swann@tvpredictions.com
or
at 703-505-3064.
Click TVPredictions.com to read
more news and features on TV technology.
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