- DTT in the UK to date has suffered due to faulty technology and an ill-advised strategy - The selection of the BBC/Crown Castle bid distances DTT from the failures of the past - The content available will determine demand while the marketing campaign must address the lack of awareness - Uptake will be dependent on the availability of low cost STBs - It is vital to improve the coverage and reliability of DTT transmissions to regain consumer trust
ANALYST OPINION - By 2006 the DTT audience is likely to match that of digital cable - The presence of a strong free-to-air DTT offering is unlikely to be detrimental to either satellite or cable services - Analog switch-off by 2010 is still possible but would require substantial barriers to be overcome - There are no longer the substantial incentives to reach switch-off that existed at the time of DTT's initial launch
DATASETS
Table 1: Performance of UK digital services from launch Table 2: UK Digital TV market to 2006
