'Filipinos are more open to new technology compared to our Asian counterparts. Filipinos are informed and excited about new technology, especially when it comes to TVs,' said Abenson president Winston Lim, noting that more than 90 percent of Filipino households own at least one TV set.

The high rate of TV penetration in the country defines two trends in the Filipino home entertainment experience'the love of television, and the changing television technology.

'The Filipino viewing taste has become sophisticated that should they decide to upgrade their TV sets, they are more likely to go for bigger screens and better technology,' said Lim, during a presentation of the GfK study along with a discussion on home entertainment trends.