Public awareness of the proposals for digital TV has risen from four out of ten in 1995 to six out of ten in late 1997, according to CIA MediaLab’s latest Sensor survey.
After an explanation of the new technology was provided, nine out of ten of the public currently felt they understood the merits of digital TV, versus only seven out of ten in August 1997.
When asked to describe their feelings towards digital TV, those surveyed said that it could prove beneficial (26%), exciting (22%) and innovative (18%). There was however some scepticism levelled at the new technology, with public concern that digital TV could prove to be expensive (23%), too complicated (17%) or even pointless (10%).
Anthony Jones, head of CIA MediaLab, commented: “Positive feelings towards digital television, especially among younger people, are definitely on the increase as the technology gets better understood. But with the general level of interest still quite low, for digital TV to succeed quickly, broadcasters are going to have to make a significant marketing push to explain the benefits of digital technology to subscribers.”
CIA MediaLab: 0171 803 2313
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