Not Tonight Dear, I'm Watching the News

    Samsung study shows the battle for the remote is extending from the
    family room to the bedroom

    MISSISSAUGA, ON, Dec. 6 /CNW/ - Canadians are so attached to their
television that they're even taking it to bed with them according to a recent
survey conducted by Angus Reid Strategies on behalf of Samsung Electronics
    While the family room still reigns supreme as the most popular room to
watch television (98 per cent), the master bedroom is quickly becoming a new
battleground for the remote with 58 per cent of Canadians citing they have
televisions in their bedrooms. Perhaps even more surprisingly, almost
one-fifth of Canadians admit to having televisions in their children's
bedrooms as well as in their home offices. As well, the study found that
popular prime-time programming is taking a back seat to the 6 o'clock news as
Canadians would rather watch news programming (36 per cent) over dramas (24
per cent) and comedies (12 per cent).
    "Technology and lifestyle are continuing to merge, as evidenced by the
results of the Samsung survey. By polling Canadians on their TV-watching
habits, Samsung will have a better understanding of not only what the consumer
wants to watch, but where," says Andrew Dorcas, Director of Marketing,
Consumer Electronics Division, Samsung Electronics Canada. "From our LCD,
plasma, CRT and DLP television offerings, there is a Samsung television
designed for every room in the Canadian home."
    To celebrate the obvious bond that Canadians have with their televisions,
Samsung Canada is launching the Samsung HDTV Upgrade Contest. Canadians are
invited to enter the contest at for their chance to
trade in their old, but functioning TV for an HDTV and Blu-ray upgrade from
Samsung Electronics. To enter, participants must submit a photo and brief
explanation on why they need a Samsung television upgrade. The contest will
run from December 6, 2007 - January 3, 2008.
    The Samsung survey revealed the following information about Canadian's
TV-watching habits:

    You are what you watch

    -   Ninety-eight per cent of Canadians have at least one working
        television in their home
    -   More than 80 per cent of Canadian households own one to three
    -   Children's bedrooms (16 per cent), home offices (16 per cent) and
        kitchens (9 per cent) are also listed among household rooms with
        television sets
    -   Thirty-four per cent of Canadians admit to watching 8-14 hours of
        television a week while less than one in ten Canadians admit to
        watching more than 29 hours a week

    Regional Study Highlights:

    -   B.C. residents are most likely to be couch potatoes with 15 per cent
        of respondents watching more than 29 hours a week (that's more than
        twice the national average)

    -   Albertans are most likely to watch reality programming (11 per cent)
    -   Forty per cent of Albertans have bought a new television within the
        last five years

    -   Ontarians are most likely to watch the least amount of television
        when compared to other Canadians, with 34 per cent of respondents
        claiming to watch less than seven hours of television a week

    -   Residents living in Quebec are more likely to have a television in
        their kitchen (15 per cent)
    -   Eighteen per cent of Quebecers cite soap operas as their preferred
        type of television programming; double the national average of
        nine per cent

    -   Canadians living in the Prairies are the most in need of a television
        upgrade with 8 per cent of respondents reporting owning a television
        that is more than 20-years old

    Atlantic Canada:
    -   Residents living in Atlantic Canada are most likely (64 per cent) to
        hop into bed with the remote control

    The study was conducted between October 16 to 17, 2007 and surveyed 1,266
adult Canadians. It is considered accurate within +/- 2.75 percentage points,
19 times out of 20.
    "As a leader in the television market, Samsung commissioned this survey
in order to better understand Canadians' television-watching habits. Given the
survey findings, I think it's fair to say that television remains a mainstay
of the average Canadian household," said Dorcas.
    Samsung, a leading brand of quality flat screen televisions, offers
consumers nearly 200 different models to choose from, including LCD, plasma,
DLP and CRT options. To help buyers wade through the numerous television
options available to them today, Samsung has created its TV Selector website
( to help consumers ensure they buy the right television
for the right space.

    About Samsung Electronics Canada Inc.
    Samsung Electronics Canada, Inc. (SECA), a wholly owned subsidiary of
Samsung Electronics Co., markets a broad range of award-winning digital
consumer electronics, information systems, telecommunications and home
appliance products.
    SECA upholds Samsung's mission to provide consumers with innovative
digital convergence products that possess exceptional technology, quality,
features, performance and value. The company oversees the Canadian operations
of Samsung's Consumer Electronics division, IT division, Home Appliance
division and Wireless Terminals division.
    Samsung has been a global TOP sponsor of the Olympic Games since 1997 and
has been a presenting sponsor of the Olympic Torch Relay since 2004. Also
through Samsung's Four Seasons of Hope charity, Samsung helps athletes and
celebrities raise funds for their respective charities, including the Wayne
Gretzky Foundation in Canada. Samsung is also a proud sponsor of Hockey Canada
and is the official HDTV sponsor of the NFL and Hockey Night in Canada.

    For customer service inquiries, please call 1-800-SAMSUNG
(1-800-726-7864), and for more information, please visit

For further information:

For further information: Diane Medeiros, APEX Public Relations, (416)
924-4442 Ext. 234,; Samantha Kemp-Jackson, APEX Public
Relations, (416) 924-4442 Ext. 248,

Organization Profile

Samsung Electronics Canada Inc.

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