Larchmont, N.Y. -- Only 4 percent of cable subscribers in
markets offering digital television mentioned better picture quality when asked about the
benefits of digital service.
That's according to a study by Horowitz &
Associates Inc. and S. Liebmann & Associates Inc.
The telephone survey polled 800 cable customers in 26
markets where digital cable is marketed.
A total of 15 percent of those surveyed would be likely to
spend $10 more per month for digital cable, while another 10 percent would prefer to
switch to direct-broadcast satellite. Another 11 percent are already digital customers,
either of digital cable or DBS.
Current digital-cable customers cited picture quality as
one of their biggest disappointments.
In a press release, Stephen Liebmann, president of S.
Liebmann & Associates, advised cable operators to compete with DBS providers on
quality, as well as quantity, in order to realize the potential of the digital-cable