On Buying HD Sets and Service

WPW_Feedbot · #1 (**permalink**) 06-21-2005, 08:06 AM

CableWorld has an interesting story on the consumer experience buying HDTV sets and service at various retailers around the US. Bottom line: too much of that experience relies upon the individual knowledge of the salesperson the consumer talks to, and too often those salespeople aren't very knowledgable. (I especially like the last report in the story, from Long Beach, California.)

Relying on retail salespeople to hand out accurate information about HD is a dangerous proposition, and one that both HD set makers and HD content sellers would be wise to avoid. I think Europe -- despite being behind the US in HD adoption -- is on track to do well in this regard.

EICTA's "HD-Ready" [PDF] labeling of TV sets should help consumers avoid confusion over which sets are HD-compatible. Meanwhile, Euro1080 -- the only European company offering continuous HD content -- sees itself as a missionary for HD in Europe, and as such is doing what it can to educate consumers directly. Euro1080 offers retailers point-of-purchase displays and brochures (a basic, but still useful, tactic) and sends out their own sales teams to do special "HD days" in the stores. Better yet, Euro1080 will be launching a new preview channel this summer ("HD5") that will run in stores, and will crucially feature actual information about HD rather than just a rotating series of pretty pictures. All of which should help, hopefully, to disintermediate those unknowledgable salespeople. 

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