The share of US multi-channel TV households receiving digital cable or digital satellite services has reached 45%, according to the latest edition of an annual report from media research company Horowitz Associates.
The company claims this figure is very close to a "mass audience". Historically, a 50% threshold has been deemed an important television penetration milestone, with digital cable principally responsible for the expanding range of channels available to viewers in this case.
According to company president Howard Horowitz, traditional patterns of TV consumption are set to change as digital technologies have a qualitative impact on viewing. He argues that digital TV gives viewers more choice and more control but leaves advertisers with a less wide-open medium, with a further impact as digital cable hastens the penetration of digital video recorders.
"Homes tuned in to digital [have] even greater diversity of programming and new platforms," he said. "Counter to that, the choice options, the control mechanisms like interactive programming guides, are more likely to have an impact on the actual signal that reaches consumers."
Lovelacemedia | 20.07.2004