Freeview has announced that around 642,000 homes are now watching high definition (HD) Freeview transmissions. Whilst consumers are clearly taking to new TV technologies, retailers need to give them a helping hand so they can get the most out of the wealth of TV services that are now available.
We conducted a mystery shopper exercise at the end of last year and found that the majority of the UK’s leading high street retailers had a distinct lack of knowledge of Freeview. A key concern was that despite the heavy promotion of Freeview HD last year, not one member of staff pointed out that the viewer must live in a HD-enabled area in order to receive HD content. And a third of retailers didn’t even have a staff member available to advise consumers on these new TV technologies.
There still seems to be a divide between exciting technology advances and what is being used and understood by the consumer. The building blocks have been put in place but the TV industry as a whole needs to focus on educating consumers so that they can get the most out of their viewing experience.
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