1 November 2008

The Transition to Digital Broadcasting

David and Judith LeRoy

PTPA MeetingHouston November 2008

2

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.

3

November 2008

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?

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November 2008

Atomizing the niches

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The brand is the nucleus

November 2008

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November 2008

Geography Matters

Idaho Utah Washington

Antenna 19% 19% 13%

Cable 39% 43% 70%

Satellite 38% 34% 14%

N/A 4% 4% 3%

7 November 2008

Everybody knows it’s coming

Really… but little vague on the details…

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November 2008

Meet the Slowskys

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November 2008

A tool kit of sorts..

Demographics

(biology)

Psychographics(psychology)

Techographics

(using digital stuff)

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Grandma… what’s this?

November 2008

11

Read any good books lately?

November 2008

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Digital Immigrant … Digital Native

November 2008

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November 2008

How they get digital

Idaho Utah Washington

Digital Set

6% 16% 10%

Cable/Sat 48% 48% 59%

Converter 5% 7% 8%

No Digital 36% 29% 23%

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November 2008

Coupons

Idaho Utah

Washington

Not Aware 25% 35% 22%Not applied 45% 35% 41%

Applied 17% 17% 21%Don’t want

coupons 13% 13% 16%

____________________________Asked only of no digital signal HHs

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November 2008

Come February what’ya gonna do?

Idaho Utah DCConverter Box

22% 39% 30%

Buy New Set 7% 12% 12%Cable/Satellite

22% 19% 19%

Don’t know 47% 40% 40%________________________Asked only of no digital signal HHs

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November 2008

What kind of people are

Cable subscribers? Satellite subscribers? Antenna people? We want you to meet them…

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CLIPS SET 1

November 2008

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November 2008

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…

Summing up these clips

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November 2008

Viewing Hi Dif It’s a guy thing

Most people (50 to 66%) report little interest in seeking out hi def content.

About a 1/3rd report seeking out hi def when they first turn on the set.

According to Nielsen only sports gets higher ratings in hi def homes.

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November 2008

What Do You Want?

Idaho Utah DC

2nd Variety

41% 48% 41%

Drama Comedy

23% 24% 28%

High Def Only

20% 13% 20%

Many Std Def Chns

11% 15% 11%

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November 2008

What kind of digital channels for PTV?

All markets would like a drama/comedy channel (almost 50%)

All markets would like a 2nd 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!

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November 2008

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…

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CLIP WEB SITE

November 2008

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November 2008

They are on the Internet

Only about 15% have no Internet… Ladder of usage complexity… from

email to creating content on your web site…

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November 2008

KUED ON-LINE ACTIVITES

% OF KUED Often Viewrs

86

6854

4130

22 19

0

20

40

60

80

100

Email Research News BuyThings

IM VU TV Social

TRAC

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November 2008

Core/Often Viewers

Among the markets about 25% visit the stations’ web site

Often viewers are bit more apt to visit…low 30s…

Come for schedule information and info about the programming

Under five percent have pledged

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November 2008

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?

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November 2008

Remember the Slowskys

29 November 2008

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November 2008

Depends a lot on who/when/where