The NPD Group reported today some reasons for the slower than expected start of high-definition video players and high-definition content sales (i.e., HD DVD and Blu-ray Disc). NPD's new High Definition Video Report Series examines consumer awareness, ownership, usage patterns, and intent to purchase high-definition players and content, since these new technologies were introduced last year.
Among those who currently own HDTVs, half (52 percent) are familiar with the availability of high-definition DVD players, but only 11 percent expressed strong intentions to buy one in the next six months. Seventy-three percent of HDTV owners reported that their current traditional-format DVD player still works well for them, so they do not need to replace it; while 62 percent said they are waiting for the prices of high-definition players to fall.
I'm going to cut the NPD some slack here, because they've obviously qualified their news release by including the words "some reasons" for the lack of velocity for HD disc player sales. The NPD study purposely omits the key reasons for slow sales of HD DVD and Blu-ray products -- most likely because ignoring those factors were the marching orders given by the company or companies underwriting this study.
Those excluded factors?
HD DVD and Blu-ray are not compatible;
Some studios release movies exclusively for HD DVD, others only for Blu-ray; and
Consumers are not stupid.
The fact is, the NPD study is a waste of time. And it's a waste of time for the backers of either of these high-definition disc formats to continue cranking out increasingly pointless propaganda.
Memo to Toshiba and Sony: Give us one format and we'll happily buy your players and discs. Until then, call off your marketing, public relations and survey-taking dogs.
Video Savant 
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