Selling A DIGITAL TELEVISION
Digital Television (DTV) is an entirely new technology that will ultimately replace today¡¯s analog television system. Digital signals are transmitted using computer code ¨C ones and zeroes - which means they are less susceptible to interference and provide a higher quality picture and sound than analog. High-definition TV (HDTV) is the best quality DTV. HDTV¡¯s sound and picture quality are many times better than today¡¯s analog TV. DTV also can be standard definition (SD) [good] or enhanced definition (ED) [better].
What you need to watch DTV:
DTV (including HDTV) is available over-the-air using a standard antenna or via digital cable or satellite. No matter how you receive your TV signal (cable, satellite or over-the-air), you will need DTV equipment to watch the DTV programming. DTV equipment may be purchased as an all-in-one or component solution.
¡°Integrated¡± DTV sets with built-in tuners are an all-in-one solution for DTV ¨C they include a digital tuner to receive over-the-air DTV broadcasts and a monitor to display the programming.
A ¡°component¡± solution includes a DTV monitor (screen) without a DTV tuner (these monitors are sometimes labeled ¡°HD Ready¡±). Monitors must be paired with a cable or satellite set-top box, or stand-alone DTV tuner.
¡°Digital cable ready¡± (or ¡±plug-and-play¡±) televisions are also available that can be used to receive digital cable TV without a separate set-top box. A CableCARD that can be plugged into the set is needed for certain cable programming.
Analog TVs will need additional equipment to receive over-the-air television. Analog sets equipped with a converter box will display the digital broadcasts, but not in full digital quality.
Consumers Look to Trained Salespeople for the Answer
As consumers flock to electronics retailers this holiday season, many will be looking for specialized service from salespeople rather than just the lowest price, particularly when making high-end electronics purchases, according to the J.D. Power and Associates Electronics Retailer Satisfaction Study.
The study, which measures customer satisfaction with electronics retailers based on responses from more than 9,600 recent purchasers of digital cameras and high-end televisions, is based on four factors that define the customer experience. In order of importance, they are: Sales personnel, store services, store environment and store merchandise.
The inaugural study finds that consumers buying high-end electronics seek more information about the products and technology from the retailer rather than relying mainly on their own research. While price is important, many consumers are willing to pay more for these products if they also receive the one-on-one service necessary when buying technologically advanced products. This orientation is found at specialty electronics retailers.
"Especially when consumers are making what they consider to be high-risk, high-involvement purchases like digital cameras and televisions, the extra service provided by a trained, experienced sales force to help make an informed decision is the key driver in closing the deal," said Ron Conlin, partner at J.D. Power and Associates. "For this reason, specialty stores tend to outperform 'big box' retailers in satisfying customers with the purchase experience, which can give them an edge during the highly competitive holiday season."
Among the nation's largest electronics retailers, Tweeter Home Entertainment ranks highest in customer satisfaction. Tweeter is followed in the rankings by Ultimate Electronics. Among big box retailers, Sears, Circuit City and Best Buy also perform above the industry average.
"Big box retailers work if customers know exactly what they want," said Conlin. "However, in order to cater to the large percentage of customers who are seeking more product information, some large retailers are already trying to duplicate the look and feel of specialty stores by developing sub-branded living room-type additions that focus on more personalized service."
What About the TV I Own Now and the Next TV I Buy?
When analogue signals are no longer available will my analogue television become obsolete? No. Consumers will be able to continue watching analogue broadcasts, cable, videocassettes, DVD and satellite as well as watch the new HDTV broadcasts using a DTV-to-NTSC set-top box. The set-top box will deliver many of the benefits of DTV broadcasting including HDTV programming, superior picture and clear sound. However, an analogue television cannot display the full quality of High-Definition images or sound.
When Should I Buy an HDTV?
HDTV is revolutionizing the TV industry in much the same way that CD¡¯s changed the recorded music business. The end result will be that you will enjoy significantly improved picture and sound quality with HDTV, but the process of recording, delivering and displaying the program is new. Virtually every set manufacturer is aggressively marketing HD-Ready or HD sets with built-in ATSC digital tuners. And pricing on these sets has dropped dramatically, as economies of scale unfold. Purchasing an HDTV, or an HD-Ready TV is now no more expensive that regular projection sets were a couple of years ago. The advantage of buying one of these sets now, is that it enables you to enjoy the finest visual and audio experience available, when watching HDTV programming.
A true HDTV Television will be able to display analogue, SDTV, and HDTV signals, both audio and video, in their optimum format and quality, as intended by the original content provider.
The programmer and the signal provider will determine the kind of signal (SD or HD) you get.
The kind of television you have will determine the quality of picture and sound (SD, ED, or HD) you will enjoy.
So, the answer is¡ whenever you are ready enjoy HDTV - the finest quality television content in the world. There is a lot of content available right now, and more being created every day.
DIGITAL AND HIGH-DEFINITION TELEVISION RETAIL TIP SHEET
Digital TV (DTV) is an entirely new television broadcasting system that will ultimately replace today¡¯s analog system. High-definition TV (HDTV) is the best quality DTV. HDTV¡¯s sound and picture quality is five times better than today¡¯s analog TV. DTV also can be standard definition (SDTV) [good] or enhanced definition (EDTV) [better].
What you need to watch DTV or HDTV:
DTV (including HDTV) today is available over-the-air using a standard antenna or via digital cable or satellite. However you receive your TV signal, you will need DTV equipment to decode and view the SD, ED or HD quality DTV programming. DTV equipment today may be purchased as a one- or two-part solution. Integrated sets are a one-part solution ¨C a digital tuner and monitor all in one, just as TVs always have been. The two-part solution consists of a DTV monitor paired with a DTV receiver/set-top box/tuner.
To watch true HDTV, you must have a program originating in HDTV, an HDTV transmission, an
HDTV tuner (receiver) and an HDTV monitor (display). Again, the receiver and monitor may come as a one- or two-part solution.
Analog TVs (today¡¯s TVs) are not obsolete.
Analog TVs will need an inexpensive converter box to decode the DTV programming for display on the analog set.
Digital TV (DTV): Television delivered and displayed using computer code (digital technology).
Analog TV: Today¡¯s TV system using magnetic waves to transmit and display pictures and sound.
High-Definition Television (HDTV): The best digital television, widescreen (16 x 9) display with at least 720 progressive (p) scanning lines or 1080 interlaced (i) lines and Dolby digital surround sound.
Standard Definition TV (SDTV): Basic digital television transmission that may be displayed with fewer than 480p lines in 16 x 9 or 4 x 3 format.
Enhanced Definition TV (EDTV): Better digital television transmission with at least 480p, in a 16 x 9 or 4 x 3 display and Dolby digital surround sound.
4 X 3: Traditional TV ¡°aspect ratio,¡± that is, the screen¡¯s width as compared to its height.
16 X 9: ¡°Widescreen¡± TV screen format that is closer to a movie screen than traditional TV.
Interlace Scan: A way to scan vertical lines onto a TV picture by scanning all the odd lines first,
then filling in the even lines (this happens in the blink of an eye).
Progressive Scan: A way to scan vertical lines onto a TV picture by scanning all the lines consecutively (progressively).
¡°HDTV Ready¡± TV: Term used by some advertising to indicate an analog TV with the display capability and inputs to be transformed into an HDTV with the addition of an HTDV tuner.
HDTV Monitor: Any monitor (display) with the inputs and capability to become an HDTV with the addition of an HDTV tuner.
Integrated HDTV: An HDTV that has the tuner built into the set. It does not need a separate set-top box.
HDTV Tuner (also decoder, receiver, set-top box): A standalone device capable of receiving and outputting HDTV signals. |
