The Digital Intersection – what TV choice for the British consumer?

On the eve of the IBC Conference in Amsterdam Louise Kavanagh, Managing Director of the digital TV data specialists Apogee takes a step back as the UK approaches the final months of the digital switchover.

“We now have a more complete picture of the intersection between the alternative delivery systems for linear, digital and interactive TV services and there are significant gaps particularly in broadband roll-out. Our estimates show that the consumers choice of what to watch and how will be restricted for up to seven and a half million households in Britain,” says Kavanagh.
Estimates from the analysis Apogee has done put the number of households without access to the primary DTT channels at over four million today.
“This number is coming down as the switchover rolls-out. but it is predicted that there will still be some households in Britain unable to receive both PSB1 and PSB2 at the end of 2012.
“There are other platforms that allow viewers to access interactive digital content. Satellite, cable and high-speed broadband are available in many parts of the country. Now that we have more information from BT, Virgin and the other operators implementing next generation access in the UK we can look more closely at the intersections and the various ways that users will be able to access content,” says Kavanagh.
Analysis of the intersection between the availability of DTT and high speed internet access, with data from Point Topic, reveals some national statistics.
At least 3.1 million households will rely solely on digital terrestrial or satellite delivery for their TV at the end of 2012.
7.6 million households will only be able to get high definition live or streamed programmes via digital terrestrial or satellite at the end of 2012
90,000 households will not have access to many digital terrestrial channels and won’t be able to get TV over the internet by the end of 2012. For a full service their only choice will be satellite.
The UK audience now has more choice than ever before but availability will be something of a postcode lottery. Even for those out of reach of the full digital experience have a massively expanded set of options when it comes to their TV service.
“At the end of the last decade the whole UK was in essence a captive audience for broadcast TV.
Consumers now shift between platforms, time-skip on a regular basis and have access to an increased range of programming and other entertainment options.
“In an ever more competitive market place the struggle to get a message in front of as many people as you can as cost effectively as you can is complicated. With complication comes opportunity though, at least for those that manage to navigate the digital intersection” says Kavanagh.
Source: www.apogeedata.co.uk
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