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The Transition to Digital Broadcasting

The Transition to Digital Broadcasting. David and Judith LeRoy PTPA Meeting Houston November 2008. The end is near…. In February 2009 it’s all over… And we wanted to know how PTV viewers were weathering the change

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The Transition to Digital Broadcasting

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  1. The Transition to Digital Broadcasting David and Judith LeRoy PTPA Meeting Houston November 2008

  2. The end is near… • In February 2009 it’s all over… • And we wanted to know how PTV viewers were weathering the change • A number of stations funded some research to look at their markets and see what was going on with their viewers.

  3. And what should we expect? • Whatever happens takes a long, long time to develop • Cable gave us fragmentation • Next came the Internet • Dial up to.. always on broadband • Now Digital TV should do what?

  4. Atomizing the niches

  5. The brand is the nucleus

  6. Geography Matters

  7. Everybody knows it’s coming Really… but little vague on the details…

  8. Meet the Slowskys

  9. A tool kit of sorts.. Psychographics (psychology) Demographics (biology) Techographics (using digital stuff)

  10. Grandma… what’s this?

  11. Read any good books lately?

  12. Digital Immigrant … Digital Native

  13. How they get digital

  14. Coupons ____________________________ Asked only of no digital signal HHs

  15. Come February what’ya gonna do? ________________________ Asked only of no digital signal HHs

  16. What kind of people are • Cable subscribers? • Satellite subscribers? • Antenna people? • We want you to meet them…

  17. CLIPS SET 1

  18. Summing up these clips • Cable is a necessity for some • What kind of set to buy creates angst • Converter boxes are a problem • You agree the OTA people are… • And is this digital all its cracked up to be? • But a little side track…

  19. Viewing Hi Dif It’s a guy thing • Most people (50 to 66%) report little interest in seeking out hi def content. • About a 1/3rd report seeking out hi def when they first turn on the set. • According to Nielsen only sports gets higher ratings in hi def homes.

  20. What Do You Want?

  21. What kind of digital channels for PTV? • All markets would like a drama/comedy channel (almost 50%) • All markets would like a 2nd variety channel of the same kinds of programs in different time slot/day delay. (40%) • No consensus on Hi Def only (20%) • And 20% want no new channels!

  22. Is the Internet Just a Typewriter? • Tipping point reached.. • Broadband always on • How people use it… remember the tool kit • HH reception type influences your type of Internet connection…

  23. CLIP WEB SITE

  24. They are on the Internet • Only about 15% have no Internet… • Ladder of usage complexity… from email to creating content on your web site…

  25. KUED ON-LINE ACTIVITES TRAC

  26. Core/Often Viewers • Among the markets about 25% visit the stations’ web site • Often viewers are bit more apt to visit…low 30s… • Come for schedule information and info about the programming • Under five percent have pledged

  27. Digital will be a challenge • Everyone’s audience will get even smaller… • Can the Internet do to TV what TV did to radio? • New models of fundraising are needed?

  28. Remember the Slowskys

  29. Depends a lot on who/when/where

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