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Comcast Cable HDTV Survey: Americans High on High-Definition Television (21/12/2004)

In a recent survey of consumers' views and understanding of high-definition television (HDTV), 49% of Americans said that HDTV would be a critical component of their ultimate home entertainment experience and 43% said they do not expect to ever buy a standard television again. The results of the poll, conducted on behalf of Comcast, the country's leading cable, entertainment and communications company, also show that HDTVs are shaping up to be the gift that shoppers will be treating themselves to this month, with over half of respondents who say they are planning on buying an HDTV set this holiday season will buy one for themselves.

However, as consumers' interest in HDTV rises, so do questions about how to identify what equipment they need and the best way to get high-definition channels in their homes. When asked if it is true that someone gets the high- definition experience just by plugging in an HDTV, 40 percent of survey respondents said that they didn't know.

To help address these and other questions consumers may have as they shop for HDTV sets, Comcast is sharing the following tips to help consumers with their HD buying decisions this holiday season:

-- The difference is clear. HDTV offers six times the picture clarity of traditional analog. HDTV gives you the clearest picture available today.
-- All HDTV is digital, but not all digital TV is HDTV. To get HDTV's crystal clarity, make sure the digital television carries the HDTV resolution of either 720p (progressive) or 1080i (interlaced).
-- Select the right resolution for your set size. 1080i resolution provides a better picture on larger screens, while 720p resolution is better suited for smaller screens.
-- All HD providers are NOT equal. Make sure you understand what HD programming your service provider can offer and what equipment is needed. For example, can you get local network affiliate's HD signal or only the national network feed; are premium movie channels available in high definition at no additional charge; and does your provider offer on demand programming in high definition? Are you required to purchase special equipment to receive HD channels and can you record HD programming?

"We know customers are presented with a multitude of information about HD - from the types of sets to the increasing amount of programming choices, some of which are available only with cable," said Dave Watson, executive vice president of operations for Comcast. "We want to help cut through the clutter and make it as easy as possible for customers to enjoy the cable-powered home entertainment experience that's right for them."

Comcast is offering information and support for shoppers this holiday season. Comcast has a presence in nearly 1,000 retail locations and representatives will be available at many of those sites to help answer consumers' questions about HDTV and connect them to Comcast HD service. Visitors to Comcast's website also can log onto an HD tutorial with Frequently Asked Questions and an HD demo.

The Comcast survey was conducted by ICR/International Communications Research of Media, PA, between November 17 and November 22, 2004 using a random nationwide sample of 750 households. The results are based on the responses of households with televisions.

www.comcast.com