Big
Screen and High Def Score With Super Bowl Fans
Comcast Cable Survey Shows More Than Half of Fans Consider High Definition
and Big Screen TV When Deciding Where to Watch the Big Game
PHILADELPHIA, Jan. 14 /PRNewswire/ -- America has spoken: high-definition
television has taken its place, alongside friends and food as one of the most
important factors for Super Bowl viewing. In a recent survey, more than a
quarter of Americans said that HDTV has become one of the most critical
elements of the Super Bowl experience. The results of the poll, conducted by
ICR/International Communications Research on behalf of Comcast, the country's
leading cable, entertainment and communications company, also show that, for
men, watching the game in high definition (34%) is as important as the food
(37%).
High Def is the Name of the Game
When asked which type of play they would most like to see in high
definition, respondents ranked the touchdown pass (26%) first, with an
interception return (19%) coming in close behind. A high-definition
quarterback sack (12%) ranked third; a popular choice likely influenced by the
crystal clear "crunch" that comes with Dolby 5.1 surround sound. As for the
various elements viewed during the Super Bowl, fans listed the game (33%), the
halftime show (25%) and instant replays (17%) as the things they most looked
forward to watching in high definition. By gender, men placed cheerleaders
second (21%), only after the game itself (38%), while women look forward to
watching the halftime show (37%) in high definition as much as the game (28%).
Broken Records and Replays of Replays
Who did respondents want to see in the Big Game, on the big screen, in six
times greater clarity? It appears there is a direct correlation between the
desire to see a touchdown pass in high definition and the quarterback who set
the single season NFL record for touchdown passes. Peyton Manning
(Indianapolis Colts) was the runaway winner with 20 percent of the vote. The
rest of the pack was even, garnering 14-15 percent each, and included Michael
Vick (Atlanta Falcons), Ben Roethlisberger (Pittsburgh Steelers), Tom Brady
(New England Patriots) and Donovan McNabb (Philadelphia Eagles).
If given the chance to view the Super Bowl using a Comcast digital video
recorder (DVR), "armchair officials" said the reverse and replay function
would be used most often to watch replays of replays (28%) and scrutinize
touchdowns (28%). After those two responses, fans said that the game's
legendary commercials (16%) would get the most replay action.
Getting into the (High Def) Zone
Heading into 2005, consumers are extremely excited about HDTV; however,
many consumers still are unclear about what's needed to enjoy the HD
experience. The Super Bowl HDTV survey follows an HDTV awareness survey
conducted by Comcast in December that asked consumers their impressions and
understanding of HDTV. In that survey, 40 percent of respondents said that
they didn't know if "just plugging in" an HDTV would bring high-definition
programming to their living rooms.
To help address questions consumers may have as they consider adding HDTV
to their Super Bowl experience, Comcast offers the following tips:
 |
The stands are filling up. The total number of HDTVs shipped to
retailers should hit 13.8 million by the end of this year. That number
is nearly double the 7.8 million HD sets shipped from 1998 until the
end of 2003. (Consumer Electronics Association) |
|
Count the threads on the pigskin. For the ultimate viewing experience,
HDTV offers six times the picture clarity of traditional analog. HDTV
provides the clearest picture available today. |
|
Don't mistake a bench-sitter for a franchise player. To get HDTV's
crystal clarity, make sure the digital television carries an HDTV
resolution of either 720p (progressive) - better for smaller sets - or
1080i (interlaced) - best for big screens. |
|
Read the scouting report. Make sure you understand what HD programming
your service provider can offer and what equipment is needed.
Questions to ask include: Are premium movie channels available in
high definition? Is there an extra charge for these? Is ON DEMAND
included and available in high definition? Does any special equipment
need to be purchased to receive or record HD programs? |
|
Get the homefield advantage. Only cable can provide local channels in
HD. A high-definition channel requires about five times the bandwidth
of a standard definition channel and, right now, that's too much for
satellite to handle. |
|
Pick up a hot prospect. Digital Video Recorders can be included in a
Comcast HD subscription. With a DVR, consumers can pause and rewind
live action on the television to create personal replays and can
easily record all their favorite programs in HD. |
The "Digital Team" gets more popular every year. Programming in HD has
grown considerably in just the last few years. For example, Comcast's
HDTV service includes high-definition broadcasts of most major
networks, ESPN, Discovery HD Theater, HBO, Cinemax, Showtime, STARZ!,
INHD and INHD2 as well as several regional sports networks.
The Super Bowl is not the only thing fans want to watch in high
definition. HD movies are also a hot ticket, and fans overwhelmingly chose
Remember the Titans as the football film they would most like to see in high
definition (29%). The second choice for men was On Any Given Sunday (20%) and,
for women, Jerry McGuire (18%).
"The Super Bowl has become one of the primary drivers for consumer
investment in home entertainment equipment and watching the game in HD is the
next best thing to sitting on the 50-yard line in Jacksonville," said Dave
Watson, executive vice president of operations for Comcast. "Consumers have
many choices when it comes to buying an HD television - from the type of sets
available for purchase, to the growing amount of programming available, some
of which are unique to cable. We want to help consumers navigate through the
many buying choices available today and make it as easy as possible to enjoy
the HD experience."
Comcast "Special Teams" Ready to Go
As consumers prepare for Super Bowl Sunday, Comcast has a presence in
nearly 1,000 retail locations and representatives are available at many of
those sites to help answer questions about HDTVs and HD service. Visitors to
Comcast's website (http://www.comcast.com) also can access an HD tutorial with
Frequently Asked Questions and an HD demo, as well as sign-up for service
online.
The Comcast survey was conducted by ICR/International Communications
Research of Media, PA, between December 27 and 31, 2004, using a random
nationwide sample of 750 households. The results are based on the responses
of households with televisions.
About Comcast
Comcast Corporation (http://www.comcast.com) is principally involved in
the development, management and operation of broadband cable networks, and in
the provision of programming content. The Company is the largest provider of
cable and broadband services in the United States, serving more than 21
million cable television customers and more than 6 million high-speed Internet
customers. The Company's content businesses include majority ownership of
Comcast Spectacor, Comcast SportsNet, E! Entertainment Television, Style
Network, G4techTV, The Golf Channel, International Channel and Outdoor Life
Network. Comcast Class A common stock and Class A Special common stock trade
on The Nasdaq Stock Market under the symbols CMCSA and CMCSK, respectively.
SOURCE
Comcast Cable
Web Site: http://www.comcast.com
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