ITV Welcomes Digital Action Plan

ITV Digital has welcomed the launch of the Government’s Digital Action plan as a clear statement that it intends to make the digital switchover possible by the 2006-2010 deadline.

Commenting on the initiative, ITV’s chief executive, Stuart Prebble, said: “Swift implementation of the digital action plan should significantly speed up the roll out and take up of digital TV.”

Prebble, who has been critical of the Government’s commitment to the uptake of digital TV in the past (see Prebble Demands Government Commitment To Digital), warned that: “The plan contains a lot of detailed proposals and it is critical that the Government starts to put the key ones into action in the coming weeks.”

The Government’s proposal to boost the power of the digital terrestrial signal, which was just one of the initiatives outlined by E-commerce Minister, Douglas Alexander and Broadcaster Minister, Kim Howells on Friday (see Government Launches Digital TV Action Plan), is particularly important for ITV Digital.

ITV Digital subscribers currently receive the service via their existing terrestrial aerials and a more powerful signal would mean a better quality, wider reaching service.

ITV recently announced that the rebranding of ONDigital to ITV Digital has led to “uptake beyond expectations.” (see Uptake Up At ITV Digital) However, in the face of the current advertising downturn, ITV has come under increasing pressure to scrap the platform and recoup its investment, which is currently believed to be running at £20m a week.

ITV Digital: 0808 100 0101 www.itvdigtal.co.uk

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