NextGen TV Moniker Resonates With Consumers

A Magid survey finds that the 3.0 standard’s new capabilities are seen as both an innovative service and a key feature for future consumer considering upgrading their TV receivers.

American consumers react positively to the new NextGen TV logo and key messaging about next-generation television, according to consumer research conducted by Magid on behalf of Pearl TV.
Online interviews for the Magid survey were conducted in August 2019 with 1,000 U.S. adults (18-74 years old) as well as with another 300 viewers who rely on an antenna for TV service.

About half of respondents lived in the West and Midwest, with the balance split between the South and Northeast U.S. The sample was 52% female and 48% male, and equally split between Boomers, Gen X and Millennial consumers. The youngest consumers made up about 5% of survey respondents. Here’s what survey participants were told about the new service and technology:

“This TV service starts with all the programming of free live over-the-air TV (such as local news, live sports, programming from the broadcast networks) and adds improved features that can enhance your viewing experience,” said Bill Hague, EVP at Magid. “That includes access to video and information not normally seen through your TV, by combining online/internet content with your TV viewing in fresh ways that you can personalize. The service also continues to improve over time as more capabilities are developed for it.”

“There is strong evidence to suggest that consumers see this as something more than what they have now and that it is unique and unlike anything available to them. Our research found that there were two key images that resonated with these consumers — that NextGen TV is a system for today’s technology and that it is planned to expand in the future. More than 40% of Early Adopters said they are ‘likely’ or ‘very likely’ to purchase a new TV set to enable or better enjoy the features of NextGen TV.

“Sixty percent of those surveyed found the features of ATSC 3.0 and NextGen TV appealing, with the strongest interest expressed by those who consider themselves to be early adopters of new technologies. Consumers we surveyed believe that the NextGen TV concept is both a service and a technology, which should be encouraging to both broadcasters and to consumer technology companies,” Hague said.

The new NextGen TV logo program is administered by the Consumer Technology Association (CTA). Manufacturers interested in the logo licensing program and associated certification testing should direct inquiries to CTA.

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“Almost two-thirds of those surveyed have a positive impression of the new NextGen TV logo, and fewer than 5% had a negative reaction. And 73% say that the term NextGen TV is synonymous with the future of TV,” said Hague.


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