Telewest Pressures Digital Rivals With Dixons Deal
New digital television customers will be spoilt for choice this Christmas, as Telewest announces its latest promotional drive to bring low cost cable to high street retailer, Dixons.
The new retail partnership will see Telewest’s Essential TV package of popular channels offered exclusively at a low monthly cost in 55 Dixons stores nation-wide. The package will compete with Freeview receivers and Sky’s newly launched Starter Pack (see Sky Launches Starter Pack To Tempt Freeview Viewers).
The move extends digital television’s high street presence, with customers now able to visit stores to purchase services available through an aerial, a dish or via cable. Telewest’s recently launched Essential TV package promises low set-up costs, interactive services and the ability to add premium channels.
The new service is priced at £13.50 per month and includes more than 70 channels including Sky One, E4, LIVINGtv and Discovery. It also gives viewers access to interactive services including TV email, shopping, games and Front Row, the broadcaster’s on-demand movie service (see Telewest Sets Sights On Sky Customers With New Packages).The new package costs £30 to install and, unlike Freeview, provides customers with technical support and ongoing equipment maintenance. Viewers can also add channels to their package as required.
Commenting on the initiative, Eric Tveter, president and chief operating officer at Telewest Broadband, said: “We’re delighted to be offering our Essential TV pack through Dixons stores and hope it will give shoppers a welcome new choice of entry into digital entertainment.”
The popularity of digital television continues to increase, with Sky leading the field in terms of subscribers. The satellite superpower currently commands over 7 million customers, but has seen the rate of subscriber take-up slowing in recent months. Meanwhile digital cable saw its quarterly growth rate hit 2.5% in Q2, taking its total number of subscribers to almost 2.5 million (see Sky Profits Rocket Despite Slowing Subscriber Rates).
Freeview continues to see the highest customer take-up, with digital newcomers drawn by its low set-up fees, ease of use and lack of a monthly subscription. The medium saw a quarterly growth rate of 12.6% during Q2, far outstripping its pay-TV rivals.
However, the recent launch of a free-to-air satellite offering by Sky could halt Freeview’s success, offing more channels and the option to upgrade easily to pay-TV. The package comprises more than 200 television and radio channels for a one-off payment of £150 and is designed to tempt new customers who may eventually switch to Sky’s premium services (see BSkyB Launches Freesat To Rival Freeview).
Telewest: 0845 142 0000 www.telewest.co.uk
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