The Transition to Digital Broadcasting David and Judith Le. Roy PTPA Meeting Houston November 2008 1 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 § A number of stations funded some research to look at their markets and see what was going on with their viewers. November 2008 2
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? November 2008 3
Atomizing the niches November 2008 4
The brand is the nucleus November 2008 5
Geography Matters Idaho Utah Washington Antenna 19% 13% Cable 39% 43% 70% Satellite 38% 34% 14% N/A 4% 4% 3% November 2008 6
Everybody knows it’s coming Really… but little vague on the details… 7 November 2008
Meet the Slowskys November 2008 8
A tool kit of sorts. . Demographics Psychographics (biology) (psychology) Techographics (using digital stuff) November 2008 9
Grandma… what’s this? November 2008 10
Read any good books lately? November 2008 11
Digital Immigrant … Digital Native November 2008 12
How they get digital Idaho Utah Washington Digital Set 6% 10% Cable/Sat 48% 59% Converter 5% 7% 8% No Digital 36% 29% 23% November 2008 13
Coupons Idaho Utah Washington Not Aware 25% 35% 22% Not applied 45% 35% 41% Applied 17% 21% Don’t want 13% coupons ______________ Asked only of no digital signal HHs 16% November 2008 14
Come February what’ya gonna do? Idaho Utah DC 22% 39% 30% 7% 12% 22% 19% Don’t know 47% ____________ 40% Converter Box Buy New Set Cable/Satellite Asked only of no digital signal HHs November 2008 15
What kind of people are § § Cable subscribers? Satellite subscribers? Antenna people? We want you to meet them… November 2008 16
CLIPS SET 1 November 2008 17
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… November 2008 18
Viewing Hi Dif It’s a guy thing § Most people (50 to 66%) report little interest in seeking out hi def content. § About a 1/3 rd report seeking out hi def when they first turn on the set. § According to Nielsen only sports gets higher ratings in hi def homes. November 2008 19
What Do You Want? Idaho Utah DC 2 nd Variety 41% 48% 41% Drama Comedy 23% 24% 28% High Def Only 20% 13% 20% Many Std Def Chns 11% 15% 11% November 2008 20
What kind of digital channels for PTV? § All markets would like a drama/comedy channel (almost 50%) § All markets would like a 2 nd 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! November 2008 21
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… November 2008 22
CLIP WEB SITE November 2008 23
They are on the Internet § Only about 15% have no Internet… § Ladder of usage complexity… from email to creating content on your web site… November 2008 24
KUED ON-LINE ACTIVITES 25 November 2008 TRAC
Core/Often Viewers § Among the markets about 25% visit the stations’ web site § Often viewers are bit more apt to visit…low 30 s… § Come for schedule information and info about the programming § Under five percent have pledged November 2008 26
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? November 2008 27
Remember the Slowskys November 2008 28
29 November 2008
Depends a lot on who/when/where November 2008 30
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