Government happy to do nothing on digital TV

By Matt Whipp

Posted on 4 Apr 2003 at 16:27

An ITC/BBC report on the take up of digital TV and whether the UK will be able to meet the Government's 2010 deadline for switching off analogue shows we're doing quite well without Government intervention.

Culture Secretary Tessa Jowell said: 'I welcome this report. It underlines how well the market has done by itself in driving forward digital take-up... Doomsayers may suggest we won't meet the target. I would say to them that if industry can make this much progress on its own, anything is possible. The strong take-up since the launch of Freeview shows digital television is a product the public wants.'

The report suggests that nearly 80 per cent of us will be glued to digital boxes, come 2008. Forty per cent of us already are. Even so, that will leave just two years to gain 20 per cent to reach the far end of the government's target, and the last people to get digital TV are the least likely to really want it: the poor and the elderly must have better things to spend their money on.

But, according to the government's plans, these are the people most likely to benefit. Government departments now consider digital television as a key framework for delivering online services due to the sheer coverage of the medium.

While 60 per cent of us own a PC, 98 per cent have a television. But not a digital one. And the danger is that by forcing everyone to upgrade to digital, you risk alienating those people you most want to serve with the government channels intended for broadcast. The report also predicts up to 4 per cent of the UK population won't be able to receive digital TV at all, for geographical reasons.

The report suggests a number of methods that could be employed to boost take up, such as ensuring all TVs sold in the UK have digital decoders, announcing a definite switch-over date, a co-ordinated publicity campaign and a public guarantee of coverage levels.

Jowell said: 'We are not complacent. This is very much work in progress. The Government interventions suggested by the ITC and BBC are options we are already looking at. I believe Digital TV is the future and if we in Government have to play a more forceful role to boost its take-up, rest assured, we will do.'

It seems quite obvious that none of the suggestions would be effective if left until nearer the switchover date. The time to ensure there are plenty of digital sets out there; that people know about the technology, services and that people now when existing analogue channels will be switched off, is now.

The report is online, titled Progress Towards Digital Switchover.