VIENNA -- The future of television is digital, but major hurdles remain in convincing consumers in the United States and Britain of that fact.
That's the conclusion of market researchers who say that massive investment in technology and advertising in both countries has yet to create much interest in, or even knowledge of, digital TV.
"We found a very low awareness of digital television," said Janice Jones, research director at the Corporation for Public Broadcasting in the United States. "People are going to need a lot more information if the digital revolution is going to develop with any speed."
A fundamental lack of knowledge still reigns in Britain, too, bucking claims by investors that the medium will quickly overtake the market after its launch this year, said Michael Svennevig, research director at the Institute of Communications at the University of Leeds.
Svennevig said plans for convergence -- the integration of television and computer capabilities in one machine -- has also failed to catch fire in Britain. Fewer than 10 percent polled said that they were very interested in receiving the Internet via a TV set.
The researchers presented their findings at a symposium cosponsored by the European Society for Opinion and Market Research and the Advertising Research Foundation.
Jones said her study indicated that those showing the most interest in digital TV were parents with children, owing to the medium's extensive educational offerings.
Svennevig said young, high-wage earning Britons were about the only demographic group with any enthusiasm for the new technology. The British, he said, are more interested in advancing television technologically in order to receive more entertainment programming, news, and information.
