Magid: 6 In 10 Aware Of Digital TV Switch

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Magid: 6 In 10 Aware Of Digital TV Switch
The research firm says educational programs are reaching people.
By Swanni

Washington, D.C. (March 25, 2008) -- Roughly six in 10 Americans are now aware of the Digital TV transition scheduled for February 17, 2009, according to a Frank N. Magid Associates survey.

That's an increase from 34 percent last September and Magid attributes the rise to consumer education programs launched last year by industry firms, including cable operators and local broadcasters.

While Magid's study reports an increase, the National Association of Broadcasters said in January that its survey found that 79 percent of Americans are aware of the transition.

Consumer awareness of the switch is considered crucial to a successful transition because an estimated 15-20 million people will need to get a Digital TV or digital converter box to continue watching TV.

These are people who receive their TV signals from off-air antennas; cable and satellite viewers are not expected to be affected by the switch. Sixty-three percent of the "off-air" viewers said they were aware of the transition, according to the survey.

Broadcasting & Cable magazine reports that Magid surveyed about 1,200 adults to determine their awareness of the transition.

"This growth in awareness proves the power of the coordinated education effort among all parties involved. There is still much work to be done, but the initial progress is encouraging," Magid's Maryann Baldwin said in a statement.

However, according to B&C, Magid noted that 80 million Americans are still unaware of next year's switchover.

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Swanni (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.

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