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Tag: ctam

  • HDTVs in More than Half of All U.S. Homes

    A recent Cable & Telecommunications Association for Marketing (CTAM) report shows strong growth over the past year in HDTV ownership.

    In 2009, 53 percent of total U.S. households report owning a high definition television, an 18 percentage point increase in ownership over 2008, when 35 percent of households reported owning an HDTV (23 percent in 2007). Among HDTV set owners, 69 percent now subscribe to high definition service, compared to 56 percent a year ago.

    Ownership of large screen televisions –32 inches and larger – has also seen solid growth. In 2009, 59 percent of households owned one, up from 52 percent in 2008 (44 percent in 2007).

    The CTAM tracking study also took a look at recent movers and which technologies they are likely to purchase and services they’re likely to subscribe to over the next year. Movers are more likely than non-movers to buy an HDTV set (26 percent vs. 15 percent), a laptop (24 percent vs. 16 percent), and a video game system (23 percent vs. 7 percent); as well as subscribe to HD programming service (15 percent vs. 8 percent) and DVR service (17 percent vs. 7 percent).

    In 2009, digital cable market penetration was 34 percent, satellite was 28 percent, and telephone company penetration was 6 percent. Overall, cable has 53 percent of the market.

    “Cable continues to be the preferred provider for television services. Cable launched the digital tier well after satellite started selling an all-digital service, yet its customer numbers surpass those of the combined DBS companies,” said CTAM President and CEO Char Beales.

  • Survey shows viewers shifting towards web but preference is still for television screen


    Over a third of all US broadband users have watched at least one TV show on the Internet, according to a study conducted on behalf of the Cable & Telecommunications Association for Marketing (CTAM).
    But the research found that while broadband users are increasingly turning to the web for their video content fix, 94 per cent still prefer to do their viewing on a television screen.
    For cable and satellite networks concerned about the growing threat of online TV shows and movies, the survey provided some comfort.
    Of those who watched online shows, 82 per cent did so because they had missed a specific programme on TV.
    Based on this, the report points out the “critical importance of strong marketing for the initial TV showing”.
    That said, technical limitations that make viewing web video onto TV difficult are not likely to remain so for long.
    The research comes as ByD:sign announce they are launching the first LCD HDTV with DivX Certification for the Japan market. (See Separate article hdtv.biz-news.com/news/2008/06/30/0017)
    With guaranteed DivX video playback, users will be able watch content from the PC on the television while maintaining superior video quality.
    Video On Demand also continues to have a growing presence, with availability in approximately 28 million US homes and over half (54%) of these households ordering On Demand movies or programs.