On Verge of New TV Season National Survey Reveals 'Reality Fatigue,' Suggests Network Programmers Out of Step With Audience

On Verge of New TV Season National Survey Reveals 'Reality Fatigue,' Suggests Network Programmers Out of Step With Audience

RICHMOND, Va., Aug. 28 /PRNewswire-FirstCall/ -- A new national survey commissioned by electronics retailer Circuit City shows strong consumer desire for advanced technology TVs, but high levels of "reality fatigue" in the American viewing audience.

Programming Complaints:

More than 2,300 moms and dads nationwide responded to the survey August 9- 13. With a new TV season about to begin, Americans sounded off on prime time offerings:

* Regarding "reality" shows, 52 percent said "enough already give me a
break!"
* 49 percent had the same negative reaction to prime time talent contests
* 51 percent said they want to see more family-friendly programming in
prime time
* 45 percent said they want to see more shows broadcast in high
definition
* 37 percent of dads said they'd like to see more football and sports in
prime time, compared to 10 percent of women who shared that preference

Americans Watch:
When asked how many hours of TV per week their household watches:
* 38 percent of respondents said 10 to 20 hours per week
* 31 percent said 21 to 30 hours per week
* 23 percent said more than 30 hours per week
* 8 percent said fewer than 10 hours per week

No More Conventional Tube TVs:

Thirty-four percent of respondents said they plan to shop for a new TV within the next year. Among that segment, all respondents agreed they would not buy another conventional tube TV; all said they're looking for an advanced technology TV, such as a high definition or a flat panel set, which is thin enough to hang on a wall.

Shopping Priorities:

Price remains the dominant factor in shopping for a new TV. Seventy-seven percent of respondents said falling TV prices have made them more inclined to buy a new advanced technology TV. (In the past year, TV prices fell an average of 25-30 percent for advanced technology TVs.)

Apart from price, picture quality tops the list of factors in choosing a new TV:

* 48 percent ranked high definition picture quality as their top priority
* 21 percent said screen size is their most important consideration
* 17 percent said choosing a flat panel set is most important
* 12 percent said they are guided most by brand

TV-buying Tips:

Buying a new TV can be exciting, especially if it's been a while since you've been shopping for consumer electronics. You'll be amazed at the changes in technology and picture and sound quality. Here are some things to think about as you prepare to shop:

* Do some homework first. Conventional tube TVs are still around, but
several new technologies have come on the scene that can offer stunning
pictures in a sleek design that won't overwhelm the family room. Web
sites like circuitcity.com offer user-friendly information about
different technologies, such as LCD, plasma, and DLP.

* Visit a store to visualize. Online research is valuable, but there's
nothing like seeing TVs up close and personal. Look at different
designs to ensure your new TV fits into your home decor. In which room
will your new set live? Taking measurements always helps; most of the
time, a TV will seem larger in your home than it did in a store
environment.

* Determine what screen size works best. How far away from the screen
does your family usually sit? How much space do you have for your new
TV? Take into consideration that flat panel TVs are now so thin they
can even be mounted on a wall.

* Think about your programming source. Get the most out of your new
advanced technology TV. If you purchase an HDTV, make sure you can
actually get a high definition (HD) picture when you bring home your
new TV. HD programming is now available in most American markets over
the airwaves. If you plan to get HD from your cable or satellite
service, explore whether you'll need a service upgrade. Also remember
that analog TV broadcasting will end in the U.S. in February 2009; pay
attention to whether your new TV has a built-in digital tuner.

* Consider professional installation. Installing your new TV can be a
real challenge if you plan to mount the set on a wall or hook up
multiple components. Be sure the job is done right and enjoy the best
performance from your new TV.

The survey was commissioned by Circuit City Stores, Inc. and conducted on the Internet by Decision Analyst, Inc. of Arlington, Texas. The margin of error is plus-or-minus 2%.

About Circuit City Stores, Inc.

Circuit City Stores, Inc. (NYSE:CC) is a leading specialty retailer of consumer electronics. The domestic segment operates through 632 Superstores and five other locations in 158 U.S. markets. The international segment operates through more than 950 retail stores and dealer outlets in Canada. Circuit City also operates Web sites at http://www.circuitcity.com/ and at http://www.thesource.ca/.

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PRN Photo Desk photodesk@prnewswire.com
Source: Circuit City Stores, Inc.

CONTACT: Jackie Foreman, Public Relations of Circuit City Stores, Inc.,
+1-804-418-8298

Web site: http://www.circuitcity.com/

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