[opendtv] DTV 'to reach every UK home by 2010'

Interesting. I wonder if anything similar would happen in US DTT, where
the availability of extra programming would offset any revenue decline.
But again, broadcasters would probably prefer to get those potential
extra eyeballs subscribed to cable or DBS, rather than watching more
stuff over DTT. Still, I can't help but believe that the actual effect
is somewhere between none and lots.

Bert

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http://www.dtg.org.uk/news/news.php?class=countries&subclass=0&id=2597

DTV 'to reach every UK home by 2010'

Every home in the UK will be receiving digital television in 2010, two
years before the Government's digital switchover timetable is due to be
completed, according to a forecast from media buyer ZenithOptimedia. By
the end of this year digital TV penetration will have reached 88%.

ZenithOptimedia said television advertising airtime was at its cheapest
in real terms since the early 1980s due to the growth of digital
channels which can sell more advertising slots than analogue channels.

The company said the UK's television advertising market would stop
shrinking this year and begin to grow in 2008, but would continue to
lose overall market share as advertisers increasingly turned to the
internet and outdoor posters.

By 2012 television will own 22.7% of the total advertising market, down
from 27.2% in 2006.

According to ZenithOptimedia, E4, More4 and Film4 will more than make up
for a forecast 2% revenue decline at Channel 4 this year. Similarly,
Five Life and Five US will more than make up for revenue declines at
Five's main channel.

But ZenithOptimedia says ITV's four digital channels are not increasing
their revenues fast enough to make up for a forecast 7% drop in ITV1's
advertising revenues in 2007.

Lovelace Consulting 31.07.2007
 
 
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