Digital TV Executives Call For An Analogue Switch-Off Czar
There was widespread support amongst digital television executives yesterday for the prospect of an “analogue switch-off Czar”. The call for a stronger government lead on the issue came from Stuart Prebble, chief executive of ONdigital, who was addressing the 5th Annual European Strategy Summit on UK Digital TV, organised by IBC Global Conferences. Mr Prebble said that there were “Too many steering groups, too many regulatory bodies and too many ‘experts’ ” involved for the 2006 target for analogue switch-off to be achieved (see Chris Smith Sets Out Digital Agenda). “Give the job to one person” he proposed “To take the glory or blame for success or failure.”
The proposal received some approval from the other speakers, who included Richard Freudenstein, general manager of British Sky Broadcasting. However Leigh Wood, NTL’s CEO, advised caution, pointing out that it was a competitive market: “Focus is good, but we should be careful about pushing everyone down the same chute.” she said. Ms Leigh was repeatedly asked to put a date on the delayed launch of NTL’s digital service, but remained tight-lipped, only saying that trials were underway and that a strategy would be rolling out over the next few months.
Other speakers were less optimistic about the proposed switch-off date being achieved. “Get real!” said Dermot Nolan of TBS, who took the floor to present his analysis and forecasts for the industry. “2006-2010 isn’t going to happen!”.
The reasons emerging for this varied. Mr Nolan pointed out that ONdigital’s transmitters were underpowered. Others felt that the content offered, especially on the free-to-air channels, was not good enough to tempt consumers into investing in digital equipment. Gerald Kaufman MP, who offered his opinion as a consumer rather than a representative of the Ministry for Culture, Media and Sport, said that he was “disappointed” with the “unimaginative” programming offered on digital services. He did not agree with the idea of a switch-off Czar, but stated that it was “inevitable there will have to be an analogue switch-off.”
Digital television has to attract more viewers before switch-off can occur, as the government has pledged that it will not happen until 95% of homes have access to digital services. However, David Elstein of Channel 5 pointed out that in many cases the purchase of a new television set will result in the old one being moved to a child’s room or kitchen, not being thrown away. Even if a digital set is purchased, these second or third sets will be made obsolete, along with old VCRs, at switch-off, making the move a bad one for government popularity. The difficulties for the government when 405-line monochrome TV was switched-off in 1985 have not been forgotten. This time around, the motivation for consumers is thought to be lower and the potential number of people affected higher. No government is likely to deliberately court bad publicity, therefore any move towards analogue switch-off could be delayed until the potential damage is minimised.
The problem of old analogue sets is not going to reduce at any great rate, as the majority of televisions being sold today are still analogue. Digitally integrated sets are still a more expensive option, rendered less attractive by the prospect of being able to buy a wide-screen analogue television and receive a digital set-top box for free. Dermot Nolan said that although the free set-top box business plan had worked to a greater extent, it had capped the growth of digital television sales. While some speakers called on manufacturers to promote the growth of these sales by producing more accessible models, discussion panel member Danny Churchill of Dixons Stores Group said that the consumer needed to be made more aware of the benefits of digital services.
The Government is due to review the proposed switch-off date, currently set at between 2006 and 2010, every two years, with the first review occurring in 2001.