Freeview Could Face An Uphill Struggle
Freeview could be facing an uphill struggle to attract audiences with research showing that only 5% of households plan to switch to digital TV in the next twelve months.
The latest DART survey from Ipsos-RSL suggests that 47% of adults are unaware of the concept of free-to-view TV. This low awareness extends to the low-cost adapter boxes launched earlier this year (see Pace To Speed Digital Take-Up), of which only 44% of adults were aware.
The launch of the new Freeview digital terrestrial platform was not highly publicised and according to Ipsos, in the week preceding its launch, 56% of those that do not currently have or intend to take-up digital TV were unaware of the proposed service from the BBC, BSkyB and Crown Castle.
However, the presence of the BBC within the Freeview consortium was found to be a strong persuader, with 22% of AB households suggesting that they are more likely to be interested in Freeview, when informed that the BBC is part of the syndicate.
The uptake of free-to-view digital TV is still relatively low and 83% of UK digital TV households currently pay monthly for their access.
The Government is still hoping to switch-off the analogue signal by the 2006/2010 deadline. However, the research shows that just 46% of the population is aware that they will eventually need to convert to digital, when the existing signal is terminated.
According to Ipsos, education is the key to the success of digital TV and platform operators need to communicate more than just the channels and interactive options available.
The launch of the new Freeview platform late last month (see Freeview Digital Service Will Launch This Month) was quickly followed by news that one in four households will not be able to receive the service (see One In Four Households Will Not Receive New DTT Service). The BBC is currently working to strengthen its digital terrestrial output, but any significant improvement is unlikely to come before the Government switches off the analogue signal.
Ipsos RSL: 020 8861 8000 www.ipsos-uk.com
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