High definition TV big turn-off for millions of women

LONDON - High definition (HD) television is a big turn-off in millions of British homes, thanks to women who are showing the latest in broadcast technology a thumbs down.

Experts ascribed its lacklustre performance to a plethora of programmes showcasing sport in HD, aimed at male audiences.

More than half the Britons, roughly 19.5 million people - now have an HD-ready TV in their home, making it the most popular form of enhanced viewing technology, reports the Daily Mail.

However, only one in two of those with HD-ready TVs pay extra to watch programmes in high definition.

A spokesman said: “Women are unconvinced as to benefits of new television technology such as HD, Blu-ray and 3D.

“They are less enthusiastic than men about HD TVs, particularly when it comes to agreeing that the picture quality is worth paying extra for.

“They are nearly twice as likely as men to not understand what Blu-ray is and half as likely to agree that the higher quality of films on Blu-ray is worth paying extra for, while they also display less interest in 3D TV than men.

“Some grounds for optimism lie in the fact that almost as many women as men have seen 3D and IMAX films in the cinema and they are nearly as likely as men to agree that it is worth paying extra to see a 3D movie.”

Furthermore, only 39 percent of those with an HD package agree that it is worth paying extra for the picture quality on an HD TV.

New figures from market analysts Mintel show women much more lukewarm than men when it comes to enhanced viewing technology such as high definition, Blu-ray and 3D.

Mintel says manufacturers and broadcasters should focus on “anything but sport” if they want to win the hearts of women viewers, a group it describes as an “extremely influential audience”.