JVC Professional APRIL 2007 NAB-2007 The ProHD Report
Copyright 2007 JVC Professional Products Company All rights reserved Page 8 of 43
Let’s use some round numbers to illustrate the audience share opportunity:
By end of 2007, approx. 45% of all TV households will have HDTV capability,
growing to over 90% of all TV households at the end of 2010.
We use the following simplistic assumptions:
Major local market offers 5 TV stations with major newscasts
All stations share audience equally, for 20% for each station (5x 20% = 100%
of the audience for all the newscasts)
One station initiated full HDTV news operations, to be the only station with
HDTV news in 2007
45% of the total audience will have real HDTV capability in 2007
If there is only one TV station in the market converting to full HDTV newscasts in
2007, that TV station has an opportunity to capture that part of the audience having
HDTV viewing capability, to theoretically possibly increase its share by up to 45%,
from 20% to 65%, if all viewers with HDTVs tuned in to the only HD newscast in
town! This, of course, will never happen, but it certainly would be a significant
audience increase, as surely a significant share of the 45% with HDTVs would tune
in the only HD newscasts.
Early bird gets the worm. If you’re in local news, the time to transition to HD
news is 2007 and protect your local competitive position.