For Consumer Product Strategy Professionals

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	May 1, 2007 HDTV Finally Hits Europe Consumer Interest Surges — Adoption Gradually Follows by Paul Jackson with Michelle de Lussanet, Lizet Menke

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Executive Summary

For a variety of geographic and technical reasons, it has taken some time for HDTVs to get into European consumers' homes, but the market is finally taking off. The early adopters are well-informed, affluent, and driven by the need for a new TV and the flat format rather than content. As always with new technology — especially very expensive technology — price and perceived need are holding back further adoption.

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