August 28th, 2008 - Euro 2008 and The Olympics has generated a surge in the penetration of High Definition technologies throughout Europe[1], according to DEG Europe, a non-profit, pan-industry body to educate consumers on the visual home entertainment paid-content choices available to them. According to DEG Europe and based on GfK Retail tracking, it is predicted that by the end of summer 2008, one third of European households will own HDTV's.
Overall, the home entertainment market is showing good resistance. In spite of adverse economic conditions, software sales show a decline of only -2.6% in units and -2.8% in value versus the first half of 2007.
Although consumers are continuing to purchase standard definition DVD's, the growth curve is falling off. However, the strong uptake of high definition technologies has helped shelter the industry from the current downturn in the economy.
Johnny Fewings, VP Strategic Initiatives, Universal Pictures International Entertainment, speaking for and on behalf of DEG Europe,
said: "In the first half of 2008, the home entertainment industry saw a substantial increase in high definition software sales. DEG Europe estimates that despite the economic slow down, software sales increased six fold in units and five fold in value across Europe, further driving growth expectations for next generation disk sales."
DEG Europe aims to secure 100 per cent adoption of high definition technologies across Europe. One of its most recent initiatives includes distributing several million information brochures in new release DVD's across Europe. The information brochures serve to educate consumers on how to embrace HDTV and will be inserted into this years blockbuster film releases such as Batman The Dark Knight and Chronicles of Narnia - Prince Caspian.
Fewings continued: "Despite tough economic times the figures clearly demonstrate a strong desire amongst consumers to adopt new technologies and DEG Europe is hopeful that consumers continue to embrace next generation technologies as they continue to evolve."
