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DTV Transition Awareness Up

New CEA Survey Shows Strong Growth in Consumer Awareness of the DTV Transition

Consumer awareness of the transition to digital television (DTV) has grown 12 percentage points to 86 percent since the first of the year, according to new market research released today by the Consumer Electronics Association (CEA). This growth can be attributed to the ongoing joint educational efforts of government and private sector entities.

CEA Data Predicts Continued Success of Government Coupon Program
CEA also released new survey results today that predict the continued success of the National Telecommunication and Information Administration (NTIA)’s converter box coupon program. With five months remaining before the transition date, almost one-third (32 percent) of households using an antenna on at least one television have already applied for their converter box coupon. Another 37 percent of antenna households plan to request their coupon within the year, while 21 percent don’t plan to request a coupon at all. This data suggests that antenna households will request an additional 14 million converter box coupons in the coming months, well within the available number of coupons remaining in NTIA’s program.

CEA’s survey also shows a high level of consumer satisfaction with the coupon and converter box experiences. Ninety percent of consumers rated the ease of requesting a coupon online at the DTV transition website as either good or excellent. Additionally, 81 percent of consumers gave a good or excellent rating to the ease of finding a store that sold a converter box. Of those consumers who have purchased their converter box, over 75 percent have already set it up and utilized either the instruction manual (38 percent) or a family or friend (42 percent) to assist. Earlier this month, the AARP Bulletin also commented on the ease of converter box installation stating, ‘The boxes are not hard to install, with color-coded cables that correspond to those on newer TV sets. If you need help, get guidance from the store where you bought the box.’

“This survey is very exciting because it validates what our industries have believed for years: the digital television transition will be a huge success,” said Gary Shapiro, president and CEO of CEA. “As we quickly approach this digital destiny date of February 17, 2009, we are pleased to see consumer awareness grow to 86 percent – a huge milestone. Through the completion of this transition, we look forward to continuing our award-winning consumer education efforts and our successful public/private partnerships.”

About CEA:
The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $173 billion U.S. consumer electronics industry. More than 2,200 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES – Where Entertainment, Technology and Business Converge. All profits from CES are reinvested into CEA’s industry services. Find CEA online at http://www.CE.org.

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