High-definition programmes are already an everyday event. The Finns are already watching high-definition programming. According to a survey* commissioned by DNA, 35% of the population have already watched HDTV programmes. Nearly half of all Finnish homes have a ‘Full HD’ or ‘HD Ready’ television set. HDTV is expected to become widespread in Finland in the very near future.
According to the survey, high-definition programming – i.e., HDTV – generates significant or highly significant (64%) advantages for television viewing, and 35% of the respondents had already viewed HD channels. Almost half of all Finnish homes have a Full HD (22%) or an HD Ready (26%) television set.
Youth and young adults are already accustomed to viewing high-definition televisions. All age groups surveyed included Finns who had already viewed HD channels: up to 67% of the 15–19 age groups had done so, as had almost a quarter (24%) of even the over 65 year-olds.
According to the survey, as many as two fifths (41%) of Finns believe that HDTV will become widespread either rapidly or very rapidly.
Films and sports are the biggest attractions
An impressive 69% are interested in viewing films in high-definition. High-definition sports are of interest to 36% of Finns. The real heavy users consist of the 15–19 age group, out of whom 89% want to view films in high definition. The majority of young adults have, in fact, already viewed HDTV programming.
Of young adults in both the 15–19 (78%) and 20–24 (82%) age group, approximately four fifths know precisely or roughly what HDTV means. Of the entire population, the age group below 35 claimed to be at least roughly aware of what HDTV stands for, with the older age groups being less knowledgeable of the subject.
Acquisition of Welho makes DNA a significant player in the TV service industry. On 31 May, DNA reached an agreement with Sanoma over the acquisition of Welho's business operations. Through the acquisition of Welho, DNA, with its 43% market share, becomes the largest cable television provider in Finland.
* The survey, commissioned by DNA, was executed as an Internet panel on 12–16 May 2010. There were 1,017 respondents. The respondents represented the age groups between 15 and 68 years.