For the first time since the launch of digital TV in October 1998, BMRB reports that there has been no increase in the level of take up of services for four months.
In a recent BMRB survey, just 6% of adults questioned said they were likely to take up digital TV services in the next 12 months. During 1999 this figure stood at around 10% and the average for 2000 was 9%.
Recent reports have suggested that the content and functionality of digital TV will be the key to increased penetration. Currently the draw of interactivity is not great enough to win over potential new subscribers and around 25% of digital subscribers have never actually used the interactive services offered by their providers. A stronger application for the technology is required and the increasing popularity of the internet may yet be the key.
