Washington, D.C. (December 7, 2008) --
High-Definition TVs are now in more than 30 million U.S. homes and that number continues to rise. This makes the high-def audience a prime target for HD-related companies.
And when businesses are in highly competitive category, such as high-def, they will tend to be more aggressive in marketing campaigns designed to win over that audience.
In order words, they are more likely to lie. And I do mean lie, as in avoiding the truth at all costs.
Over the last few years, I have been consistently amazed at how companies will say almost anything to appear to offer the best and/or most in high-def. And while some business have been more frequent offenders than others (that's you, Verizon), it seems that just about every HD-related company has thrown honesty out of the window in pursuit of the high-def viewer.
I thought it would be valuable for our readers to serve up what I believe are the 5 Biggest Lies in high-def today. These are 5 marketing messages that stretch the truth so far that you couldn't see it with a Hubble telescope. So when you hear companies say these things, just ignore them and move on.
Here are the 5 Biggest Lies In HDTV Today:
1. Comcast Has More HD Than Anyone Else
The cable operator has spent a small fortune on marketing its HD VOD service, saying it now offers more than 1,000 'HD choices." But the 'choices' range from short music videos to fitness videos to video game previews -- as well as actual programs drawn from such networks as CBS, HBO and Showtime. In other words, the menu of choices is stuffed with host of offering hat are less than filling. Meanwhile, Comcast offers less than 50 actual HD channels in most markets, with some getting only around 30 or less. DIRECTV and Dish Network offer twice -- if not three times -- that many channels.
So, Why Lie?
Comcast doesn't have the system infrastructure to offer more real high-def channels at this time, particularly in smaller markets. Consequently, it plays up the HD VOD stuff and tries to fool everyone into thinking it has more high-def than anyone else.
But, it's just a lie.
2. DIRECTV Has 130 National HD Channels
In August, DIRECTV said it had 95 national HD channels. But before the month was over, the satcaster said it had 130 national HD channels, although it had only added four actual national HD networks.
So, how did it go from 95 to 130 with the addition of just four high-def networks?
The satcaster also converted nine regional sports networks to full-time (24/7) channels and it added 18 PPV HD channels. By DIRECTV's estimation, that brings it to 130.
Even if you count the nine sports channels, the 18 PPV channels and the four high-def networks, that would seem to leave it a few short of 130. But let's give DIRECTV the benefit of the doubt and say its count is correct.
However, here's the real problem:
PPV channels are not channels. If you tune to DIRECTV's channel 144, let's say, to watch The Incredible Hulk on PPV HD today, it might not even be on. The satcaster's PPV movies start from 30 minutes to every two hours so if you don't tune in at just the right time, you can't watch the movie. The on-screen message says the movie is not available. How can that be called a channel? It's not even a "choice" unless you tune in at the right time.
So, Why Lie?
DIRECTV has orchestrated an expensive marketing campaign to promote that it's the 'HD Leader' -- meaning it has the most channels. However, Verizon's FiOS and Dish Network this year expanded their high-def lineups (in some markets for FiOS) to around 100 HD channels. So, DIRECTV, which now doesn't seem to have the capacity for more real channels, simply cooked the books and inflated the menu to 130 channels.
But, it's just a lie.
3. Verizon's Fios Has the Best HD Picture
The telco has been caught in numerous lies this year, ranging from overpromising sports packages to misquoting press reports in describing its high-def picture to failing to deliver promotional items to high-def viewers to overpromising how many channels it would offer in 2008. (See this article for more details._
And the company continues to say it has the best HD picture although there's no evidence to support that claim. Consumer surveys continue to show that the HD picture is in the eye of the beholder; some people say cable is better while others will choose satellite or a telco.
So, Why Lie?
Verizon is new to the business, having launched a TV service about three years ago. Consequently, company executives apparently feel they need to make outrageous claims about their service -- and their competitors' service -- to generate new subscribers.
But, it's just a lie.
4. The Blu-ray Picture Is Not Much Better Than a DVD Or Digital Download
This big whopper often is uttered by members of the technology press, particularly those who believe that digital downloads are the real future of home video. Desperate to criticize the Blu-ray high-def disc, some journalists will downplay its picture quality while overestimate the picture quality of a download sent over the Net to your TV. But consumer studies -- and scientific ones -- have shown that the Blu-ray picture is dramatically better than a DVD, a digital download or anything else that's out there, including cable, satellite and the telcos.
So, Why Lie?
Many tech journalists are not comfortable unless they are promoting cutting edge products, such as digital downloads. To them, Blu-ray is old-fashioned, just another hard disc like a standard-def DVD. It's much sexier to write about new technologies that can stream video over the Net to your televisions. So, in their zeal, the journalists tend to overestimate the qualities of digital downloads to justify their position.
This Big Lie is supported by companies pushing digital download services, such as Microsoft, Apple and others. They use the journalists' writings to back their claims in the marketplace that downloads are just as good (or better) than Blu-ray.
But, it's just a lie.
5. Americans Want to Interact With Their Blu-ray Discs
The studios are stuffing new interactive features in Blu-ray discs that will permit you to do everything from download ringtones and movie trailers to chatting with fellow Blu-ray owners. Judging from comments from studio executives, you would think that millions of Americans are more interested in interacting than actually watching the films. They say the ITV features will be the driving point behind the success of Blu-ray.
But, once again, there's no evidence that Americans have suddenly become ITV enthusiasts. In fact, there's about a decade of evidence to suggest they couldn't care less about such features. When they watch TV -- particularly a movie -- they want to relax and enjoy the experience, not be on the edge of their seats, flicking buttons on the remote control. Every Interactive TV program -- from WebTV to Wink to AOL TV to Microsoft's $6 billion investment in cable ITV -- has failed miserably over the last 15 years.
So, Why Lie?
Some studio executives pushing Blu-ray interactivity are relatively new to the business; they don't have the institutional memories that would remind them that ITV has been a failure. In their minds, it's a new toy that can't miss.
Additionally, some executives are confused about how to market Blu-ray. For some reason, they are not convinced that the disc's better picture is enough to attract a mass audience. So, they have convinced themselves that if they emphasize the format's interactivity, it will somehow trigger more sales.
And finally, some execs are just rolling the dice in the hopes that ITV will finally hit it big. They may not believe in the technology at this point. But they think that if somehow they can change American minds on the subject, it could lead to more advertising revenue as well as disc sales.
But, it's just a lie.
Note: Now, I know there are more big whoppers out there. So, in a future article, I will update this list with a few more. Meanwhile, you can nominate your favorite high-def lies in our Readers Forum below.
Comment on this article!
And when businesses are in highly competitive category, such as high-def, they will tend to be more aggressive in marketing campaigns designed to win over that audience.
In order words, they are more likely to lie. And I do mean lie, as in avoiding the truth at all costs.
Over the last few years, I have been consistently amazed at how companies will say almost anything to appear to offer the best and/or most in high-def. And while some business have been more frequent offenders than others (that's you, Verizon), it seems that just about every HD-related company has thrown honesty out of the window in pursuit of the high-def viewer.
I thought it would be valuable for our readers to serve up what I believe are the 5 Biggest Lies in high-def today. These are 5 marketing messages that stretch the truth so far that you couldn't see it with a Hubble telescope. So when you hear companies say these things, just ignore them and move on.
Here are the 5 Biggest Lies In HDTV Today:
1. Comcast Has More HD Than Anyone Else
The cable operator has spent a small fortune on marketing its HD VOD service, saying it now offers more than 1,000 'HD choices." But the 'choices' range from short music videos to fitness videos to video game previews -- as well as actual programs drawn from such networks as CBS, HBO and Showtime. In other words, the menu of choices is stuffed with host of offering hat are less than filling. Meanwhile, Comcast offers less than 50 actual HD channels in most markets, with some getting only around 30 or less. DIRECTV and Dish Network offer twice -- if not three times -- that many channels.
So, Why Lie?
Comcast doesn't have the system infrastructure to offer more real high-def channels at this time, particularly in smaller markets. Consequently, it plays up the HD VOD stuff and tries to fool everyone into thinking it has more high-def than anyone else.
But, it's just a lie.
2. DIRECTV Has 130 National HD Channels
In August, DIRECTV said it had 95 national HD channels. But before the month was over, the satcaster said it had 130 national HD channels, although it had only added four actual national HD networks.
So, how did it go from 95 to 130 with the addition of just four high-def networks?
The satcaster also converted nine regional sports networks to full-time (24/7) channels and it added 18 PPV HD channels. By DIRECTV's estimation, that brings it to 130.
Even if you count the nine sports channels, the 18 PPV channels and the four high-def networks, that would seem to leave it a few short of 130. But let's give DIRECTV the benefit of the doubt and say its count is correct.
However, here's the real problem:
PPV channels are not channels. If you tune to DIRECTV's channel 144, let's say, to watch The Incredible Hulk on PPV HD today, it might not even be on. The satcaster's PPV movies start from 30 minutes to every two hours so if you don't tune in at just the right time, you can't watch the movie. The on-screen message says the movie is not available. How can that be called a channel? It's not even a "choice" unless you tune in at the right time.
So, Why Lie?
DIRECTV has orchestrated an expensive marketing campaign to promote that it's the 'HD Leader' -- meaning it has the most channels. However, Verizon's FiOS and Dish Network this year expanded their high-def lineups (in some markets for FiOS) to around 100 HD channels. So, DIRECTV, which now doesn't seem to have the capacity for more real channels, simply cooked the books and inflated the menu to 130 channels.
But, it's just a lie.
3. Verizon's Fios Has the Best HD Picture
The telco has been caught in numerous lies this year, ranging from overpromising sports packages to misquoting press reports in describing its high-def picture to failing to deliver promotional items to high-def viewers to overpromising how many channels it would offer in 2008. (See this article for more details._
And the company continues to say it has the best HD picture although there's no evidence to support that claim. Consumer surveys continue to show that the HD picture is in the eye of the beholder; some people say cable is better while others will choose satellite or a telco.
So, Why Lie?
Verizon is new to the business, having launched a TV service about three years ago. Consequently, company executives apparently feel they need to make outrageous claims about their service -- and their competitors' service -- to generate new subscribers.
But, it's just a lie.
4. The Blu-ray Picture Is Not Much Better Than a DVD Or Digital Download
This big whopper often is uttered by members of the technology press, particularly those who believe that digital downloads are the real future of home video. Desperate to criticize the Blu-ray high-def disc, some journalists will downplay its picture quality while overestimate the picture quality of a download sent over the Net to your TV. But consumer studies -- and scientific ones -- have shown that the Blu-ray picture is dramatically better than a DVD, a digital download or anything else that's out there, including cable, satellite and the telcos.
So, Why Lie?
Many tech journalists are not comfortable unless they are promoting cutting edge products, such as digital downloads. To them, Blu-ray is old-fashioned, just another hard disc like a standard-def DVD. It's much sexier to write about new technologies that can stream video over the Net to your televisions. So, in their zeal, the journalists tend to overestimate the qualities of digital downloads to justify their position.
This Big Lie is supported by companies pushing digital download services, such as Microsoft, Apple and others. They use the journalists' writings to back their claims in the marketplace that downloads are just as good (or better) than Blu-ray.
But, it's just a lie.
5. Americans Want to Interact With Their Blu-ray Discs
The studios are stuffing new interactive features in Blu-ray discs that will permit you to do everything from download ringtones and movie trailers to chatting with fellow Blu-ray owners. Judging from comments from studio executives, you would think that millions of Americans are more interested in interacting than actually watching the films. They say the ITV features will be the driving point behind the success of Blu-ray.
But, once again, there's no evidence that Americans have suddenly become ITV enthusiasts. In fact, there's about a decade of evidence to suggest they couldn't care less about such features. When they watch TV -- particularly a movie -- they want to relax and enjoy the experience, not be on the edge of their seats, flicking buttons on the remote control. Every Interactive TV program -- from WebTV to Wink to AOL TV to Microsoft's $6 billion investment in cable ITV -- has failed miserably over the last 15 years.
So, Why Lie?
Some studio executives pushing Blu-ray interactivity are relatively new to the business; they don't have the institutional memories that would remind them that ITV has been a failure. In their minds, it's a new toy that can't miss.
Additionally, some executives are confused about how to market Blu-ray. For some reason, they are not convinced that the disc's better picture is enough to attract a mass audience. So, they have convinced themselves that if they emphasize the format's interactivity, it will somehow trigger more sales.
And finally, some execs are just rolling the dice in the hopes that ITV will finally hit it big. They may not believe in the technology at this point. But they think that if somehow they can change American minds on the subject, it could lead to more advertising revenue as well as disc sales.
But, it's just a lie.
Note: Now, I know there are more big whoppers out there. So, in a future article, I will update this list with a few more. Meanwhile, you can nominate your favorite high-def lies in our Readers Forum below.
Comment on this article!
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Phillip Swann is
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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
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