UK Leads The Way In Digital Penetration

Informa’s TV International Database forecasts that by the end of 2005 the number of digital homes in the UK will hit 16.4 million, up from 14.4 million at the end of 2004. The UK has a provisional target date of 2012 for full analogue switch-off, with work due to start in 2008.

Sweden, which is expected to end 2005 with a digital television penetration rate of almost 44%, is committed to make the switchover to digital in 2008. Ireland, Norway and Finland are the only other countries with a predicted digital television penetration rate above 30%, at the end of 2005. All of these countries are looking to make the switchover by the end of 2010.

However, Informa argues that plans for an early analogue switch-off for some European territories remain ambitious. France, which has a provisional date of 2010 is forecast to end 2005 with a digital television penetration at just over a quarter of its households, while Italy is estimated to have a penetration rate below 20% by the end of this year.

Simon Dyson, senior analyst for the TV1 Database said: “The prospects of an early switch-off for analogue signals in some European countries looks unlikely, given the slower than expected rate of shift to digital.”

Dyson continued: “Even the UK, which has Europe’s highest digital penetration rate, could have some problems with resistance from late adopters.”

This concern was also raised in the recent MediaTelINSIGHT Future of Digital TV Seminar by industry spokespersons (see SwitchCo Launched Despite Fears Raised Over Switchover Date).

David Scott, deputy chief executive at Channel 4 and SwitchCo director said that although he was confident that the switchover would be completed within the Government’s timeframe, there was still a lot of work to be done.

However, the level of public knowledge on the issue was shown to be a concern, with journalist and broadcaster, Ray Snoddy saying: “All the people on this panel have been talking, writing and thinking about the switchover for over a decade, I am still staggered about the level of ignorance on this subject.”

“There’s going to be a huge need for a marketing and educational campaign, the very campaign that the Government shows no interest in funding.”