On Monday, Wilmington, N.C. residents became the first Americans to enter the new, all-digital TV environment.
Nielsen also took advantage of the first analog switch-off to study how the transition to digital TV transmissions affected Nielsen’s ability to collect and identify broadcast codes that will be used to measure viewing in an all-digital broadcast environment, Adweek and RBR.com reported Tuesday.
The test was part of Nielsen’s own efforts to prepare for the country-wide transition to digital TV in February.
In the Wilmington market, Nielsen normally uses paper diaries to measure TV viewing. Nielsen also has a small number of National People Meter households within the market.
As part of Monday’s tests, two Wilmington TV stations encoded both their analog and digital signals, and Nielsen tested the ability of its “Super Sites” to monitor the codes and signatures used to identify TV programs in survey homes — both before and after Monday’s digital switch.
Results of the Wilmington tests will be released within one to two weeks.
I wonder how long it will be before everyone forgoes watching TV on a TV unit and transitions to the internet? All on-demand, all the time. With this all-digital switch, it seems like it can only be a matter of time.
Interesting to hear how it’s happening in the US – here in the UK our first switchover was in a small town in the North West (Whitehaven). I think it will take a bit more time here for the mass market to start watching TV online as a normal thing, although there is a service called BT Vision where they mix the Freeview channels that anyone can receive over the air with movies and other extra content from your broadband connection. The single thing that will accelerate people moving to online TV in the UK is the BBC iPlayer, which is used to rewatch or catch up on missed BBC programmes. This has been a phenomenal success and is even installed in the new Nokia N96 mobile (cellphone).
BRING A CW AFFILIATE TO WILMINGTON!! OVER-THE-AIR THERE IS NONE
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