• by Wayne Friedman , July 24, 2007

TV consumers are unsure about what the change to all-digital TV signals will mean for them.

In its annual study on digital TV, research firm Horowitz Associates says 60% of consumers don't know how it will affect them personally when the big switch occurs in 2009. Only one-quarter of consumers could answer informatively regarding the change.

Seven percent of consumers only knew the digital change was coming--but not much more. Five percent didn't think it would affect their household. Four percent believe they would have to get a new TV. Another 4% thought they would have to get a converter box. Only 2% said they were prepared for the digital change.

Perhaps the biggest finding was that two-thirds (67%) of consumers could not determine either the reason or benefit of changing to all-digital TV signals.

For those not already digitally equipped, about 26% of consumers say they would probably get cable; 3% said they would get satellite. Somewhat alarmingly, 25% said they would leave their non-digital TV connections as is. Another 25% said they didn't know what to do.

In a press release, Howard Horowitz, president of Horowitz Associates, said: "These data and others I have seen are a real wake-up call to everyone in the industry--networks, cable and satellite distributors, the content community, and, of course, the public sector--the government."

Horowitz believes there are big rewards for digital TV change, but wonders "why is the public the last to know about these advantages?"