HD confusion rife
A recent Ofcom report and new research from LG reveals that our industry still has a way to go in informing and educating consumers about high definition. Results show that although the majority of respondents want to experience HD, over 60 per cent of those surveyed are yet to invest in it due to confusion over the various formats and sources.
With a whopping 80 per cent of people confused over industry terminology such as HD Ready vs HD Ready 1080p (Full HD) and 25 per cent of Brits not understanding what HD is - thinking that owning a TV with an HD Ready logo or a digital box instantly makes all programmes high definition - the research highlights that consumers are suffering from information overload and struggling to keep up with the latest technology and jargon.
The recent Ofcom report, entitled HD Ready TV sets - Mystery shopping survey (published in November 2007), points to added consumer confusion as a result of incorrect information from retailers, such as the common misconception that HD is currently available on Freeview. The results of these reports show the need for clear and simple consumer education to ensure people know how to get HD and what to look-out for.
The increasing availability of HD content appears to be one of the main drivers behind consumer awareness and interest in the technology. The HD buzz was initially centred-around sport for the World Cup in 2006 and although the current Olympics HD broadcast also played a similar role, movies have made a leap in the league table, showing that 50 per cent of respondents cite it as being the most popular reason to watch high definition.
George Mead, marketing manager, LG Electronics digital display comments: “The HD industry is booming - with new products being launched more regularly and content becoming widely available - consumer choice has never been greater. It’s key for us to translate this growth into relevant and tangible consumer experiences and the only way this will succeed is through education and by keeping the tech jargon simple and clear.”
LG’s sample for the survey involved 1000 people over the age of 16 from England, Scotland, Wales and Northern Ireland. In lengthy telephone interviews during August 2008, they were asked how much they know about high definition television and to describe their experiences of it. Regional figures match the density of population.
Other findings to come out of the LG study include:
* Yorkshire and Humberside have the lowest understanding of what HD is with 30 per cent of people surveyed believing that owning a TV with an HD Ready logo or a digital box would automatically make all content high definition
* Wales has the highest understanding of HD with 90 per cent knowing how HD content is produced and viewed
* East Anglia has the highest HD adoption rate with 50 per cent of people now owning an HD TV and Scotland has the lowest adoption rate with 73 per cent of people still not owning an HD TV
* After buying an HD TV, over 30 per cent of Londoners thought the reduction in picture quality was due to lighting conditions in the room rather than the lack of HD content running on the screen
* 50 per cent of respondents in Yorkshire and Humberside thought that retailers used specially tuned high definition TVs to provide product demonstrations as the content quality wasn’t as good when they got it home - when in fact they were not watching HD content
* 60 per cent of people in Northern Ireland prefer to watch movies in HD
* 25 per cent of passionate Scottish fans watch sports the most in HD
www.lge.co.uk
www.ofcom.org.uk
Pure makes a million - again!
To sell a million radios is one thing, but to sell two million? Now that’s just greedy - and it’s what Pure has achieved in less than six years. What’s even more impressive is that Pure has sold its second million since Christmas 2006.
A British company using British engineering, the rise and rise of Pure has been spearheaded by its EVOKE-1S, the UK’s most popular DAB radio. Its since entered the in-car DAB market with its Highway product and is now concentrating on eco-friendly products such as the Siesta from its new EcoPlus range. Next on Pure’s hit list is its Connected Radio product, which combines DAB with WiFi technology.
“Pure has consistently delivered firsts in the DAB market,” said Paul Smith, general manager at Pure Digital. “We’d like to take this opportunity to thank the thousands of retail stores that stock Pure radios and, of course, the two million Pure radio owners.
Tony Moretta, chief executive at the DRDB (Digital Radio Development Bureau) said: “This is a milestone for DAB digital radio and we congratulate Pure Digital and its parent company, Imagination Technologies. They have pioneered DAB in the UK and have consistently produced innovative, high quality products creating a new and trusted consumer electronics brand in a short period.”
www.pure.com
0845 1489001
All your essential information…
As well as providing you with all the latest news, product releases, show reports and features (not to mention interviews and comment!), we at HCD magazine like to ensure that you have all the information you require at your fingertips. Each month we include a comprehensive contacts section, guide to the latest training, and info on the latest jobs. In addition, we continually update you with news of shows and events - plus awards results and announcements. Everything you need to know about the AV, hi-fi and CI trades can be found within the pages of HCD. And, of course, you can find all the info (contacts, training diary, recruitment, news) here on our website too… Just keep logging on for updated information - we update daily so that you don’t have to wait for your monthly fix of the printed magazine!
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Asheridge unveils new brand
Specialist provider of home AV solutions, Asheridge Communications, has revealed its new brand identity.
‘The Family’ is designed to reinforce Asheridge’s reputation in the CI marketplace as a company that builds strong, supportive relationships with its customers.
Previewed at this year’s CEDIA Expo, the re-branded family look of five silhouetted figures above the Asheridge strap line, the ‘connected advantage’, is being rolled out for use on all the company’s sales and marketing materials including catalogues, direct mail, online and display advertising.
“Asheridge is all about family,” said Asheridge Sales Director Kevin Swanton. “We have an extended family of great products which are tailored to the needs of today’s custom installer. Working with Asheridge is about dealing with real people who understand these requirements, have a sense of humour and can support customers with the products and services they need to achieve a successful install.”
www.ashcomms.com
01494 794770
RGB bags distributor award
Middle Atlantic Products has recognised its UK distributor RGB Communications as its 2007 Distributor of the Year.
Stephen Fried, Manager of International Sales for Middle Atlantic Products, explains the reasons behind the award: “The entire RGB team are one of the hardest working in the business and they continue to provide our customers with outstanding support,” he said. “RGB Communications offers superior integration advice and support and understands the importance of effective space, cable and thermal management in every installation. I speak for everyone at Middle Atlantic Products in congratulating RGB on a great year and look forward to another strong year.”
It’s the second year in a row that RGB has won the award. Caroline Britt, Managing Director of RGB Communications, was delighted with the recognition: “It demonstrates our core ethos of partnering with industry leading manufacturers, who develop products to enhance a totally professional integration of audio visual solutions.”
RGB Communications stock and distribute Middle Atlantic Products’ complete line-up of racks and enclosures for custom residential and commercial installations, as well as its Ultra-Quiet Fan Panels and Quiet Cool Series of thermostatically controlled cooling products.
www.rgbcomms.co.uk
0844 8800765
Armour receives plaudits
AV manufacturer and distributor Armour Home has been recognised as ‘Best Trading Partner’ for the UK Home Cinema and Custom Installation industry.
Plimsoll Publishing, an independent provider of financial and business analysis, featured Armour Home in a recent report about the CI industry in the UK. The report looked at all companies in the sector, judging performance and financial health by measuring sales growth, profitability and working capital, among other indicators.
Glenn McClelland, Armour Home’s Managing Director, said: “To be awarded first place out of the 326 companies investigated is a tremendous achievement. It is especially pleasing to placed ahead of long established companies such as Bose and B&W Loudspeakers and a long way in front of our more direct competitors,” he said.
www.armourhe.co.uk
01279 501111
The UK’s best commentators…
At HCD we aim to give you the best there is. We only use the best AV, hi-fi and CI journalists for news, show report, interview and feature writing duties - so you can be sure you’re getting the best and most knowledgeable writers and the best read there is. We also have the best columnists working with us - well-known names in the trade. Wendy Griffiths of CEDIA Region 1 has a monthly column, giving you chapter and verse on all the latest developments at that important organisation, and general views on the trade at large. We’re also lucky enough to have Clare Newsome on board. Respected Editor of What Hi-Fi Sound & Vision magazine for many years, Clare is now Brand Director and maintains an important grip on what remains the UK’s most successful consumer AV and hi-fi title. Adding further authority to Clare’s columns is Steve May. Steve has edited Home Cinema Choice (for a long time the industry’s ‘favourite’) since its inception back in 1995, having edited stalwart title What Video for several years previous. As well as editing HCC for Future publishing, Steve also helps oversee the company’s stable of titles, including Hifi Choice, What Video & TV and What Plasma & LCD TV. HCD Associate Editor Alan Sircom has a column in our news section. Alan is a natural at spotting trends and is never short of an opinion. We also encourage industry names to comment in our irregular Guest Column slot. Look out for these. Finally, HCD Editor Jamie Carter introduces the magazine every month with insight and enthusiasm. All of our regular columnists also feature at the bottom of our home page, along with web-only commentator, HCD Publisher Rob Lane, who is keeping a close eye on the economy in these fragile times…
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Go face-to-face with the trade…
HCD’s interviews are respected throughout the trade. Many of the industry’s movers and shakers have featured within the pages of HCD in the five years since we began publishing, from CEOs of massive multinationals, to managing directors of important British concerns. And as well as giving us unique insights into the inner workings of their companies, our interviewees have valid opinions as to the general state of our markets, and hints and tips of how best to deal with things like the internet and the credit crunch.
Interviews take two forms in HCD: Face-2-Face and Q&A. The latter is the last thing you’ll read in a given edition of the magazine, featuring as it does on the penultimate page before the back cover ad. We ask our interviewee a number of probing questions, usually about their company, our industry and hints to the trade. It’s a bite-sized interview, and perfect for that short coffee break. Face-2-Face is more in-depth, and typically takes up two pages (although we’re looking to expand this by popular demand). Here, the interviewee responds to questions put to him or her during a relaxed session with master interviewer and Associate Editor, Alan Sircom. These sessions are hugely over-subscribed: everyone wants to take part. As a result, we’re expanding our Face-2-Face coverage for future issues of the magazine.
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The very best articles…
HCD’s feature material is seriously comprehensive. We cover all the major trade events – including shows worldwide, such as CEDIA Expo UK and US, ISE and CEATEC (we have stringers all over the world!). We also make sure we’re at the main consumer events like CES and IFA. Rest assured, if there’s an expo we feel is relevant to our trades, we’ll be there! Other articles include special reports on the markets in Japan and the US, as well as our focuses on product genres and industry developments, and our sales guides. We also make sure that we cover all the essential award ceremonies and roundups from organisations such as CEDIA UK and US and EISA, and magazines like What Hi-Fi Sound & Vision, Home Cinema Choice and many, many more.
As soon as an award is announced, or a show wraps for another year, you can be sure that you’ll find details in the pages of HCD magazine (paper and electronic editions) or on the website.
If you want to promote your event in the pages of HCD or on our website, or just want to give us a heads-up on developments, contact Jamie Carter for all things editorial, and Rob Lane or Theresa Jackaman for promotional info. Contact details can be located via our Contacts button at the top of the home page.
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In-depth, revealing profiles…
Our Profile pages are the story behind the story - be it a company restructuring, hot product or industry announcement. From the launch of a new range to the opening of a new series of retail outlets; from the introduction of a new install opportunity (see freesat, left) to the merger of two major companies: our profile pages give you the full story. Each profile is written by our team of respected AV, hi-fi and CI journalists, in conjunction with the relevant organisation. So, you can be sure you get the full facts, written to the high journalistic standards you demand.
If you want your important announcements, launches etc to be read by the trade, contact HCD publisher Rob Lane on 07986 113 722 or rob.lane@hcdmag.com. Or contact promotions manager Theresa Jackaman on 07711 691908 or email theresa@hcdmag.com.
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