A forecast of what will happen to Digital TV and HD in 2008. This presentation will explore the ways that HDTV owners get the content they view on their HD sets, and quantify the future market for HD content. The presentation will also explore consumers understanding of whether the content they are viewing from their television provider or on DVD or gaming systems is truly in high-definition. Although past CEA market research has shown that consumers are enthusiastically adopting new HDTV sets, to date there has been little data on how consumers are using their HD sets, including what types of content they are receiving and viewing. This presentation will explore the ways that HDTV owners get the content they view on their HD sets, and quantify the future market for HD content. The presentation will also explore consumers understanding of whether the content they are viewing from their television provider or on DVD or gaming systems is truly in high-definition. HDTV: Consumers have the Set, but do they have the Content -- Attendees will learn: (1) How many consumers have HDTV sets? (2) Do consumers know if they are watching content in HD? (3) Are consumers aware of the availability of HD content? (4) Of consumers with HD-ready sets, how many are subscribing to HD content? (5) What factors drive the decision to subscribe or not to subscribe to HD content? (6) How much of the population currently accesses broadcast HD content via antenna? (7) Are HDTV reception households satisfied with the content? (8) What is the outlook for HD programming over the coming year?