Second Set Upgraders Fuel Digital TV Penetration

Media super-regulator Ofcom has found an increasing trend by consumers to upgrade second household TV sets to receive digital broadcasts, creating a much larger market than initially anticipated for Freeview receivers.

The watchdog’s Digital Television Update for the third quarter of 2004 states that the total number of Freeview households by the end of September is estimated to be nearly four million. Elsewhere, Sky has failed to hit self-set targets of 100,000 per month, adding only 53,000 subscribers this quarter, bringing its total number to over seven million.

The total number of Freeview, and free-to-air satellite viewers has increased by 12.5%, to more than 4.2 million viewers, according to Ofcom, while the number of cable TV subscribers remains around 3.36 million, with digital cable accounting for just over 2.5 million.

Digital penetration has increased overall by 2.1% this quarter, with over half a million households adopting digital TV by the end of September.

With a further 3.5% of households subscribed to analogue cable during by 30th September, the total number of households in the UK receiving some form of multi channel television is 59.4%.

The number of digital viewers is set to rise dramatically next year, following the launch of a specifically designed free-to-air package by Sky to rival the success of Freeview in attracting late-adopters. New services such as HomeChoice are also likely to boost multi-channel viewing.

Ofcom: 020 7981 3040 www.ofcom.org.uk

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