Despite having a well-established terrestrial HD TV service, the average Australian remains confused about HDTV. A Newspoll survey commissioned by Samsung Australia, reveals that less than half of those questioned knew that free-to-air HD was even available, while more than half thought conventional DVDs came in high definition.
Australian broadcasters actually began their HD services in 2001.
The survey also reveals that 63 percent of those owning an HD capable flatscreen did not own an HD TV source. Few also realized the benefits of an up-scaling DVD player. When it was explained how existing DVD collections could be viewed in 720p, over 40 percent said that they would be prepared to invest in such a product.
The lure of HD video gaming is strong. 16 percent said that they would invest in an HD screen purely to play HD games from an Xbox 360 or PS3. Interestingly, awareness of next generation disc systems was found to be virtually non-existent. Only 2 percent of those surveyed claimed to know about Blu-ray technology. A massive 87 percent had never even heard of the phrase.
Kurt Jovais, Samsung Australia’s General Manager of Corporate Marketing says that the Australian AV industry has much to do when it comes to educating the public about the advantages of high-def products. “Compared to the US and Japan, we have a long way to go. Consumers are calling on the expertise of retailers, the media and other educational resources, to help them decipher HD and its benefits.”