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A few weeks ago I read an article in a Cable on-line magazine in which the author was lamenting about the high percentage of cable and DBS subscribers who own HDTV monitors but do not sign-up for HDTV programming options. According to research cited by this author, the reason most of these subscribers do not elect to upgrade to HDTV service is that they believe they already are receiving HDTV. The reasons for this should not be surprising. First, the picture is undoubtedly better than their old TV set, particularly when viewing DVDs, a testament to the greatly improved video and audio performance of their new sets. Secondly, the picture can be made to fill the 16x9 screen. Is this not HDTV? And thirdly, it does say "HDTV" on the cabinet front. (Who knows what the qualifying words - "Monitor," Ready," "Capable," or "ATSC Tuner" - mean?) Even more confusing are the written options advertised by both Cable and DBS. No doubt, as we proceed through the DTV transition with the opportunity to position HDTV for mass acceptance, much, much better customer communications work needs to be done by all elements of the distribution chain. And we can do our part.

I believe it is a fair assumption that the greater percentage of the readers of this article are somewhat knowledgeable of the various aspects of DTV and HDTV, i.e. you are probably "early adopters" of the technology. Your friends, relatives and neighbors undoubtedly know this and seek or will seek your counsel as they plunge into the confusing world of DTV. This happens to me quite often, and I am only too happy to provide my input and advice. However, the knowledge we have of the subject can easily be more of a part of the problem than the solution. We can easily overwhelm our poor charges and send them scurrying away from the HDTV experience for a long time. So, when these questions come, I must counsel myself to KISS, i.e. Keep It Simple, Stupid.

Actually, we really must put ourselves in the position of a good salesman, i.e. emphasize the benefits of the new technology as opposed to the features. And keep the litany simple - no more than three major benefits of DTV and no more than three benefits of HDTV. It has been my experience that any assumed addition to a list of three items is really a subset of one of the initial three; besides three items are easy to remember.

It is also important to note that the top three customer motivators for the discretionary purchase of most all hardware product are styling, capability and performance. (Note that "price" is not one of the top three.) To amplify:

Styling
Does the industrial design of the product attractively and simply reflect the promise of the rationale for the product.

Capability
What will this product provide that cannot be obtained without it.

Performance
How well does the product deliver its advertised capabilities.

If an argument for the acquisition of a product can be simply framed with respect to these three motivating factors and expressed in terms of benefits, the product will most likely be sold.

So, let's apply these simple "kiss" sales elements to explaining DTV and HDTV to those family and friends who seek your knowledge and advice, using your own words, of course.

Question: "So, tell me, what is this digital television thing anyway?"

Your answer: "Digital television is replacing the present TV system and will give you these three key benefits:

First, digital television will bring you additional channels you can't get with your present TV. (benefit in terms of capability)

Secondly, the pictures delivered by these new channels are sharper and clearer than your present TV, giving DTV-type performance. (benefit in terms of performance)

Thirdly, digital television allows you to receive HDTV, if the digital television set has this additional feature." (benefit in terms of additional capability)

Question: "OK, so why would I want HDTV?"

Your answer: HDTV is the "top of the line" of Digital Television and provides the greatest benefits of this new television system, such as:

-A true wide-screen, movie-type image that gives you 25% more picture than standard TV. (benefit in terms of styling and capability)

-A much sharper picture than standard TV - at least four times more picture detail. (benefit in terms of capability and performance)

-The ability to receive Dolby Digital Audio, giving you a theater-type surround sound experience in your living room. (benefit in terms of capability)

Be careful not to volunteer a list of caveats, exceptions and expansions until asked - and you will be asked. There will be a great tendency for you to expound. Doing this will very quickly cause confusion and thus be counterproductive. Let the questions lead you and keep the answers short and simple, and stay away from "negatives," like the plague.

Following these steps will virtually assure a HDTV convert. Just remember, whatever works you use - KISS.

Ed