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Viewing report
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Digital Broadcasting Market Report 2011
Key Note Publications Ltd, Aug 2011, Pages: 101
The UK digital broadcasting market can be easily split into two sectors — television and radio. This Key Note Market Report focuses on the uptake of digital technology in both of these sectors as the switch from analogue reception is being made. Each sector tells a very different story when thinking about consumer penetration of digital services.
Seven regions in the UK have already switched off their analogue transmissions and are running purely on a digital reception; a further seven regions will undergo this transition by the end of 2012. This demonstrates that the switchover has gone smoothly so far, having had support from the public and running to schedule. This notion is supported by exclusive Key Note research commissioned for this report in June 2011, which shows that 72.2% of the survey respondents owned a television that receives digital channels without a set-top box, and 42.7% owned a Freeview set-top box.
Furthermore, the take-up of paid-for digital television services is increasing. The survey findings revealed that 45.2% of respondents are subscribed to Sky TV services and 28% of respondents are subscribed to cable. These figures are much higher than those recorded in a similar survey in 2009, and it now seems that it is more likely for a consumer to own a Sky TV box rather than a digital set-top box.
The future for digital radio seems a lot more uncertain. A UK Government report entitled Digital Britain, written by Lord Carter in 2009, recommended that a target deadline for the digital radio switchover should be set for 2015. However, this deadline has since been withdrawn by Ford Ennals, the Chief Executive of Digital Radio UK, who is charged with aiding the UK with switching to digital radio. This has placed the market in confusion and this doubt needs to be eliminated so that the date of the switchover is clear to the public.
Despite these problems, many of the leading companies in the industry have invested heavily in new digital stations as they become available. The BBC has a huge market share in the radio industry and it has launched several digital-only stations.
All in all, the future for the two sectors looks mixed. The UK transition to digital television is on track and has been largely embraced by the public. However, digital radio’s transition looks set to be a more drawn-out process and will require backing from the leading figures and organisations in the industry.
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