With Format War Over, Blu-ray Still Challenged By Low HDTV Penetration and Modest...

Tue Apr 1, 2008 9:02am EDT

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With Format War Over, Blu-ray Still Challenged By Low HDTV Penetration and
Modest Awareness, According to Latest Survey of Global Blu-ray and HDTV
Adoption By Interpret
Latest Research Results Show UK and US Lead HDTV and Blu-ray Market, Followed
Closely By Japan; France and Germany Lag in HDTV Penetration, and Blu-ray Has
Major Awareness Problem in France

LOS ANGELES and LONDON, April 1, 2008 /PRNewswire/ -- Interpret, LLC, a
leading new media research firm has found that the success of Blu-ray Disc
remains challenged by low HDTV penetration and modest format awareness.  The
UK and US lead the market: UK HDTV penetration closely follows US (35% UK,
39% US), and the majority of UK and US consumers are aware of Blu-ray Disc
(56% UK, 60% US).  Japan has moderate Blu-ray awareness (45%) and HDTV
penetration (28%), but Blu-ray hardware penetration matches UK and US at 9%.
    Interpret's research shows that France and Germany pose greater challenges
to the format, with HDTV penetration low in both countries (18% Germany, 21%
France).  While Blu-ray awareness is moderate in Germany (49%), only 3 in 10
consumers in France (30%) have ever heard of Blu-ray Disc.
    In the US, UK, and Japan, Blu-ray Disc and HD DVD owners continue to buy
standard definition DVDs.  In the US, hi-def disc buy rates outpace standard
def (8.7 vs. 7.7 in the past 6 months), but the reverse is true in the UK
(11.4 standard, 7.9 hi def) and Japan (5.3 standard, .6 hi-def).  Increased
title availability may be the key to increasing Blu-ray buy rates.
    "Winning the format war was just the first step for Blu-ray.  Now, movie
studios worldwide need to work together to address the structural challenges
to the format's growth," Michael Dowling, CEO, Interpret said.  "The UK, US,
and Japan represent opportunities to grow the Blu-ray installed base quickly.
In France and Germany, studios will need to work in parallel with HDTV
manufacturers to more rapidly grow the HDTV installed base first."
    Study Methodology
    Interpret's survey was conducted among a nationally-representative sample
of adults 18-54 in each country.    -- Sample size per territory: N=600 (US),
N=562 (UK), N=487 (DE),
       N=570 (FR), N=689 (JP).
    -- Random-digit-dial telephone methodology in US, UK, DE, FR.  In-person
       household interviews in JP.
    -- Interview dates (all 2008): 1/14-15 (US), 1/11-13 (UK), 1/17-22 (DE),
       1/25-28 (FR), 1/19-21 (JP).
    -- Each country's national census estimates were used to insure that the
       overall sample was representative of all adults 18-54 in each country.


    About Interpret
    Interpret, LLC is a next-generation media measurement and market research
firm -- the first to focus on evaluating and measuring the intersections of
media content, technology, advertising and consumer behavior. Interpret's
management team has unique experience pioneering new measurement and custom
research methodologies in both traditional and new media, including video
games, mobile content, technology, home entertainment (DVD/Hi-Def), theatrical
pictures and television.
SOURCE  Interpret, LLC

US, Toni Wade, +1-310-255-0590, toni.wade@interpretllc.com, or UK & Europe,
Christina Costa, +44-20-8133-0221, christina.costa@interpretllc.com
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