HD Popularity poll: Mother Nature right up there with Sports and Science

High Fidelity's Oasis HD Tops the List of Channels Most Often Talked About or Recommended

TORONTO, Nov. 26 /CNW/ - A new Angus Reid survey finds that Oasis HD, a Nature and Natural history channel operated by the newest of the new kids on the block, Toronto-based High Fidelity HDTV Inc., is the High- Definition television channel most-often talked about or recommended to others.

Among the 505 Bell TV subscribers surveyed who had at least one High Fidelity channel, Oasis HD ranked ahead of every other specialty or conventional HD channel offered by Bell, even some well-established brands in the broadcasting landscape.

"We have known that Oasis HD is popular among subscribers to our channels," said High Fidelity partner and co-founder Ken Murphy. "But to be the most recommended or talked about is remarkable considering the channel has only been on the air for a little more than three years. It usually takes a lot longer to build that kind of recognition."

Oasis HD also emerged as the fifth most-valued channel when subscribers were asked which HD services their household valued the most. "In terms of factual channels, we are right behind Discovery, National Geographic and TSN, and ahead of many others much more established than Oasis HD," said John Panikkar, partner and co-founder of High Fidelity. "That is a huge milestone for us, especially when you consider we are on Bell TV, Rogers, Eastlink and several smaller systems, but not yet on Shaw, Cogeco or Videotron."

Angus Reid Strategies conducted the online survey of 1,504 English-speaking Canadians aged 18 and older for High Fidelity between September 20 to October 7. The results were released today.

Three of High Fidelity's four channels were in the top-ten most-recommended: Oasis HD, Equator HD and Treasure HD.

    
                  Which HD Services Have you Recommended or
                           Talked About with others

                    Top Ten Services - Out of 36 Measured

                    Oasis - 23%
                    TSN - 20%
                    Equator - 17%
                    Discovery -17%
                    Rogers Sportsnet -15%
                    NFL Sunday Ticket -14%
                    National Geographic - 14%
                    Treasure - 12%
                    Movie Central - 9%
                    Leafs TV - 9%

    Base: English Canada Bell TV subscribers aged 18+ who subscribe to 1+
    High Fidelity HDTV Channels; have channel
    

"The results reinforce what retailers have been telling us about how effective our channels are at creating excitement about HDTV in their stores," said Murphy. "Our channels help to widen the net by bringing the non-sports fans into the decision process." Only 38% of the English-Canadians surveyed (40% of men and 36% of women) indicate they are solely responsible for making TV service decisions.

Among the other highlights from the study:

    
    -  Nearly half (47%) of all English-Canadians subscribing to HD say that
       HD has made a "big difference" to their TV viewing experience.

    -  Nearly one-third (31%) of all English-Canadians with HD service say
       they go to HD channels before checking what else is available when
       they turn on the TV. Another 29% say they go to their regular shows or
       channels, then check whether they are available in HD.
    

About the Study:

From September 29 to October 7, 2009, Angus Reid Strategies conducted an online survey among 1,504 English-Canadian adults who are Angus Reid Forum panelists. To qualify for the survey, respondents had to indicate they had at least some input into TV service decisions in the household. Prior studies conducted by Angus Reid Strategies indicate that this represents 98% of the adult English Canadian population. The total sample includes a subsample of 505 Bell TV subscribers who confirmed subscribing to at least one of the four High Fidelity HDTV services.

The margin of error-which measures sampling variability- on a sample of 1,504 is typically measured at +/- 2.5%, 19 times out of 20. The results have been statistically weighted according to the most current education, age, gender and region Census data and the distribution of TV service subscriptions to ensure a sample that is representative of the entire adult population of English-speaking Canada.

About High Fidelity HDTV:

High Fidelity HDTV is Canada's leading all-HD broadcast and production company. It broadcasts four channels, Oasis HD, Equator HD, Treasure HD and Rush HD. High Fidelity has formed HD programming and production alliances with several leading HD broadcasters worldwide. For more information, visit http://www.hifihdtv.ca/

SOURCE HIGH FIDELITY HDTV INC.

For further information: For further information: Andrew Irwin, Director of Sales & Marketing, (416) 646-4446, andrewirwin@hifihdtv.ca; Jeff Vidler, Senior VP, Angus Reid Strategies/Vision Critical, (416) 642-1955, jeff.vidler@visioncritical.com

Organization Profile

HIGH FIDELITY HDTV INC.

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