Close to half of over-the-air households reject post-transition pay TV and plan to receive free, over-the-air digital television by buying a converter box or digital TV set according to the Association of Public Television Stations study.
About 43 percent of over-the-air households said they would purchase a converter box or a digital TV between now and when the transition takes place on February 17, 2009, compared to 12 percent who would sign up for a cable or satellite service.
“This data indicates that free, over-the-air television may be set for a big comeback,” said APTS President and CEO John Lawson. “Many people see broadcasting as a dinosaur technology, but we broadcasters have the opportunity to reposition it as ‘wireless TV’ and reach new audiences.”
The subsidy program, administered by the National Telecommunications and Information Administration (NTIA), has received 2.8 million requests for converter boxes since registration for the program began on January 1.
Still, 25 percent of Americans said they “don’t know” what action they would take, and 19 percent said they would “do nothing.” Of those who said they would do “do nothing,” 17 percent planned on waiting before taking steps.
While more Americans are aware of the switch to digital television, most don’t know why the federal government is ordering the change. Seventy-seven percent who are aware of the transition did not know why the federal government mandated the change.
“It appears that the government’s positive message regarding the reasons for the transition has fallen on deaf ears,” Lawson said
