Television owners clearly feel that HD viewing is a more intense experience than standard television and there are early indications that the acquisition of an HD television can, initially at least, stimulate the type of television that is viewed.
Steve McGowan, Senior Vice President Client Research Initiatives, Nielsen

Eighty five percent of High Definition (HD) TV owners gave a 4 or 5 rating (with 5 meaning "excellent" and 1 meaning "poor") for picture quality but only 39 percent provided the same rating for programming selection the Nielsen Company reported today.

Women were slightly more positive about HD picture quality than men. There was no difference among cable vs. satellite subscribers. Respondents, in general, were less happy with the actual number of HD channels they receive, as fewer than 40 percent were somewhat or very satisfied with the amount or selection of HD programming. Women and older respondents - ages 50+ - were most positive, while those with an HD-DVR unit were least satisfied with the HD channel selection.

"Nielsen's High Definition Survey shows that HD technology is outpacing content, although a few networks do score high in consumer satisfaction" said Steve McGowan, Nielsen Senior Vice President Client Research Initiatives. "Television owners clearly feel that HD viewing is a more intense experience than standard television and there are early indications that the acquisition of an HD television can, initially at least, stimulate the type of television that is viewed."

Other survey findings include:

- Nearly one-fifth (19.7%) of respondents reported that they watch more TV since they got their HD set.

- Consumers continue to embrace television as an entertainment platform and many are investing in sophisticated home theater centers, with a HD television as the centerpiece. Nearly three-fourths of respondents placed a set in the family/living room (74%).