‘No European country will have complete digital conversion by 2010’, according to a new report from Informa Media Group, as digital penetration is only expected to reach 46% by this date.
Despite many of Europe’s governments working towards plans to ensure the analogue signal is switched-off in the next six years, there is still expected to be a significant shortfall in the number of households receiving television via a digital signal.
According to the European Digital Terrestrial TV report, even in Ireland and Sweden, where digital penetration is expected to be amongst the highest in Europe at 81%, there will still be thousands of households who are unable to receive television when the digital switch-over takes place unless analogue cable and satellite signals remain.
By 2010, 110 million European homes are expected to be fully converted to digital, with 10% (20.7 million) of households primarily receiving this via digital terrestrial television (DTT) signals, compared with only 2% (3.5 million) of households at the end of last year.
Informa Media says, a number of factors will determine the success of DTT, but the key driver will be broadcasters who can take a strong lead in the promotion of the platform, which will in turn will build consumers trust and awareness of it, as the BBC has done in the UK with the launch of Freeview.
Last week, the government’s media regulator, Ofcom, released a consultation document that could see UK broadcasters being ready for digital switch over by as early as 2007 (see Ofcom Puts Steps In Place For Early Digital Swith-Over). However, the official government date still stands at 2010, despite calls from the BBC’s director general who said a target date of 2012 would be a more realistic goal for the Corporation.
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