The Finnish TV viewer enjoys a large high-definition image and portable mobile television

A survey commissioned by DNA indicates that consumers are making active use of the new distribution formats for TV programming. Viewing habits are changing in line with the diversification of offering and increase of viewing opportunities. Use of high definition services is increasing, and consumers are also clearly more satisfied with HD services than before. High image quality is one of the most important reasons for continuing to follow HD channels.

Satisfaction with HD services and the numbers of viewers increasing

The households that watch HD channels follow sports in particular, but other entertainment such as films, series and documentaries is also popular. The survey was carried out immediately after the end of the Winter Olympics: nearly four in ten respondents said they had followed the Olympics in high definition. The same number also stated that they watch all television content in high definition if possible. A third of respondents watched high definition films, with nearly as many following series in HD.

The viewing of HD channels has increased significantly, since approximately 40 per cent of viewers now state that HD channels are watched in their household, whereas the corresponding figure was 28 per cent in 2012. Viewing remains especially strong in cable households, where as many as 51 per cent of respondents said that they watch HD channels, in comparison to only 29 per cent of terrestrial-network respondents.

HDTV viewers are more satisfied than ever with their services, and more and more people are enjoying the image quality of HD channels. More than 60 per cent of those who watch HD channels feel that viewing high definition content increases the pleasure of watching TV and intend to continue viewing HD channels, particularly due to the high image quality.

The readiness to recommend HD television has also increased. Roughly 37 per cent of HD households have already recommended high definition channels to their friends.

Bringing terrestrial-network households to the HD era

The number of HD-ready televisions has increased since 2012, when DNA last commissioned a survey on the subject. Now only 15 per cent of respondents said that their household's primary television was not HD ready (21% in 2012). However, nearly one-third (31%) of respondents could not say whether their televisions were HD ready (47% of women, 14% of men). Of terrestrial-network households, 61 per cent were aware that HD channels can be watched through the terrestrial network.

“Roughly 85 per cent of terrestrial-network households are within the coverage of HD channels, but many still lack information on how to receive HD channels through the terrestrial network. When a terrestrial-network household is equipped with both VHF and UHF antennae, it can receive all terrestrial TV offering, which also includes several high definition channels,” says DNA's Director of Television Business Operations Mikko Saarentaus.

The terrestrial pay TV provider PlusTV was acquired by DNA last autumn, after which PlusTV subscribers have been able to use terrestrial high definition devices and use all terrestrial TV services with their TV cards, including several HD channels. PlusTV services were moved under the DNA Welho brand in March.

“High definition content is being offered both on free channels and in pay TV packages, which significantly increases consumers' freedom of choice. Viewers can first experience HD image quality with their own eyes on free HD channels, from where it is natural to progress to HD channels included in pay TV packages,” Saarentaus continues.

Some consumers nevertheless remain uncertain of when they are watching HD broadcasts. "Some customers feel that having a Full HD television is enough. In order to be able to enjoy all high definition offering, however, they should make sure that their television also carries the Antenna Ready HD or Cable Ready HD marking, which enables the viewing of high definition pay TV content,” Saarentaus reminds us.

Watching television is becoming mobile

Television is still mostly watched through traditional home televisions by an overwhelming margin, and computers take second place. The survey's respondents had nevertheless increased their viewing on tablets and mobile phones considerably in the last 12 months.

One in ten respondents already watches TV programmes on a mobile phone. The most popular content recently viewed on mobile phones included TV series, the Olympic Games and other sports, news broadcasts, and documentaries.

The DNA Welho MatkaTV service is increasing in popularity. . Users can record individual programmes or every episode of their favourite shows, and the programmes can be watched on smart phones, tablets and computers, and also on the home television through a DVB receiver connected to the internet. MatkaTV can be used to follow several channels as live streams, including a number of MTV Total pay TV channels. MatkaTV is a part of the new DNA Welho Viihde service.

*) DNA's TV survey was carried out by the AddValue research company. The survey was taken by 828 Finnish people in an online panel held in February–March 2014 (week of 24 February). The survey presents an overall picture of the change in Finnish television-watching habits and attitudes towards high definition channels.

Information on high definition TV (in Finnish):

• Check whether your terrestrial-network home is HD ready: www.dna.fi/miten-otan-antenni-tv-n-kayttoon
• Information on receiver sets approved for HDTV viewing: www.testatutlaitteet.fi
• Coverage map of DNA’s terrestrial network: www.dna.fi/tuki-antenniverkon-nakyvyysalueet
• Terrestrial-network channels: www.dna.fi/tuki-kanavakartta
• HDTV Guide by operators: www.hdtvopas.fi
• High definition content to terrestrial-network homes: www.antennihd.fi
• Everything about TV: www.kaikkitelevisiosta.fi
• Satellite and Terrestrial Network Association SANT (e.g. terrestrial-network guide for detached houses and contact details of terrestrial-network installers, in Finnish): www.sant.fi

Further information:
Mikko Saarentaus, Director of Television Business Operations, DNA Services Ltd, tel. +358 (0)44 549 0374, mikko.saarentaus@dna.fi
Riitta Luhtala, Communications Manager, DNA Ltd, tel. +358 44 044 1040, riitta.luhtala@dna.fi

DNA Ltd is a Finnish telecommunications group providing high-quality voice, data and TV services for communication, entertainment and working. DNA is Finland’s largest cable operator and the leading pay TV provider in both the cable and terrestrial networks. For DNA, the key area for growth in the Corporate Business is the new way of working, independent of time and place, facilitated by smart terminal devices, diverse communication services and rapid connections. In 2013, DNA recorded a turnover of EUR 766 million and an operating profit of EUR 44 million. DNA Ltd has more than 3 million mobile communications and fixed network customers. DNA and WELHO are registered trademarks of DNA Ltd. The Group also includes DNA Store, Finland’s largest retail chain selling mobile phones. For more information, please visit www.dna.fi.