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Viewing report
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Digital Broadcasting Market Report 2008
Key Note Publications Ltd, Aug 2008, Pages: 102
Broadcasting using digital, rather than analogue, technology has now been established in the UK for almost 10 years. Sky Digital, the digital version of the UK's main satellite service, was launched in 1998, and was followed by digital cable services and Freeview, a digital terrestrial broadcaster.
In television, the timetable for the analogue to digital switchover is under way in 2008, with all regions due to lose their analogue broadcast signals by 2012. However, according to Ofcom (the regulatory body), nearly 90% of households already have some means of receiving digital television. The various systems used to receive digital television include: Sky Digital by satellite; Virgin Media by cable; Freeview decoder boxes to use with analogue televisions; integrated digital television sets (containing decoders); and even watching television live on home personal computers (PCs).
Radio is a slower-moving market, with broadcasting and reception remaining mainly analogue and making use of conventional radio sets or tuners. However, the uptake of digital audio broadcasting (DAB) radios is increasing now that prices are falling. The complication for DAB as a broadcast medium is that consumers are increasingly likely to listen to the radio through digital appliances other than radio sets. Digital radio can be received through computers, mobile phones, MP3 players or digital televisions, making DAB radios a luxury purchase.
The BBC, funded by a Licence Fee rather than advertising, will remain a major force in broadcasting until at least 2016. The Corporation's overall share of television viewing might be declining, but it is well established on the Internet. It also remains pre-eminent in the radio market, where doubts over the future of the radio medium produced a series of mergers and acquisitions at the top of the industry during 2007 and 2008. Television broadcasting is also more concentrated than ever, dominated by three groups: the BBC, ITV and BSkyB (owner of Sky). Although competing at several levels, these three also share ownership of Freeview.
In the near future, watching television will remain the leading leisure pastime in the home. However, its dominance will be challenged by hours spent on home computers, a result of the growing popularity of the Internet. The Internet, as an advertising medium, is also making inroads into traditional advertising on television and radio. The challenge for broadcasters is to spread their incomes away from the reliance on advertising, towards sponsorship income, subscription services (e.g. video-on-demand, to television sets or computers), or by offering consumers a bundle of services including Internet connections, television and mobile phones (all of which are already available from the major cable company, Virgin Media).
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