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Viewing report
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Digital Broadcasting Market Report 2007
Key Note Publications Ltd, June 2007, Pages: 118
The digital revolution continues to affect both television and radio broadcasting in the UK. By the end of the decade, the `switchover' from analogue to digital television will be nearing completion, and over half of households will have access to digital radio (digital audio broadcasting or DAB) which, like digital television, offers far more stations, interactivity and much clearer reception than analogue broadcasting.
In fact, millions of households have already taken up the digital television option through one of three broadcasting technologies: Sky Digital (satellite dishes), Freeview (terrestrial signals to set-top decoders), or digital cable. For radio, over 5 million DAB receivers were in UK households by early 2007.
Although broadcasting is being transformed technologically, the status quo has largely been preserved in terms of major broadcasters. The BBC's charter has been renewed until 2016, including its funding by the Licence Fee. Sky remains dominant in satellite, while ITV is the outstanding commercial television company on the ground. Deregulation has also allowed radio companies to merge, producing giants such as GCap Media and Emap, although the BBC maintains radio leadership.
One major industry change in 2006 was that cable, which has had a lower uptake than satellite for Freeview, passed to a new, combined force under the Virgin Media name.
The significance of Virgin Media is that it offers consumers three digital communication options: cable television, broadband Internet and telephony (mobile or landline). The new company symbolises the most important trend in broadcasting, which is the convergence of reception equipment (televisions and radios) with other consumer electronics: home computers, mobile phones and even games consoles.
Downloading, podcasting and other `narrowcasting' technologies will challenge traditional broadcasting in future, but the status quo has also been preserved in terms of popular programming, ignoring the technology. Mass-audience `event' broadcasts are as popular as ever (e.g. reality shows, such as Big Brother, soaps like Coronation Street, blockbuster movies being shown on television for the first time and charity events, such as Red Nose Day). Culture lags behind the technology so that even BBC staples, such as The Archers and Match of the Day are not threatened by the brave new world of digital media.
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