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Study: 40% Unaware of Analog TV Shutdown

21 Feb, 2008 By: Erik Gruenwedel

Consumer awareness of the Feb. 17, 2009 switch from over-the-air analog TV transmission to digital continues to pose a challenge to broadcasters, the consumer electronics industry and the federal government, according to a new report.

A survey of 1,266 consumers by Scottsdale, Ariz.-based In-Stat found nearly 40% of respondents were unaware of the pending transition.

The finding mirrors similar third-party studies that state upwards of 16 million largely minority U.S. households will be without TV reception unless they purchase a digital converter or HDTV.

The federal government is offering for a limited time $40 discount coupons toward the purchase of the $50 to $70 converter box to qualified consumers (www.dtvtransition.org).

The study also found 40% of respondents owned an HDTV and 30% said they would cancel their cable subscription if they could get TV programming from the Internet.

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