Tomorrow sees the publishing of Continental Research’s pre-launch report on the UK market for digital television, which shows that terrestrial TV operators will lead the way in the race to secure digital television customers.
Continental’s research shows that digital terrestrial television (DTT) will command more subscribers in 2003 than either digital cable or digital satellite individually. Overall, however, digital cable and satellite services will have more subscribers than DDT by 2003.
The report estimates that by 2003 2.8 million people will take DTT, followed closely by digital cable, which will reach 2.6 million subscribers, in addition to its existing 1.9 million analogue subscribers. Sky’s digital satellite service is predicted to reach 2 million by 2003, according to the research, giving a combined digital cable/satellite uptake of 4.6 million.
Although the report indicates that there has been a rise in digital TV awareness – it is presently 45% – this is still comparatively low considering that already one in three adults already live in a multi-channel, satellite or cable home. This has been put down to the fact that as yet there has been no major digital TV marketing or promotional activity.
It is hoped that features such as pay-as-you-view films and online services, as well as more drama, light entertainment and sport, and free and minority programmes will trigger more subscriptions.
John Clemens, chairman of Continental Research, whilst acknowledging the problems in pre-launch forecasting, commented that, “Our research convinces us that digital TV will act as a major spur to the up-take of multi-channel TV. It will provide a range of highly attractive TV options that will lead existing multi-channel homes to upgrade and many terrestrial TV-only homes to enter the digital market. It will also spearhead the convergence of telecoms, TV and on-line services, and set the path for the new digital age.”
Continental Research: 0171 490 5944
