The UK digital television market has grown rapidly since its launch in 1998 and is now accessed by 9.4 million households, which represents 38.8% of UK households. In 2002, the market was worth £2.74bn.
The market has evolved since the initial launch of Sky Digital and ITV's Ondigital in 1998. The market has since witnessed the closure of ITV Digital, the UK's former pay digital terrestrial service; the launch of Freeview, a free digital terrestrial service; a period of rapid merger activity and financial restructuring in the cable sector; and the development of a dominant player - British Sky Broadcasting Group PLC (BSkyB) with Sky Digital.
Although the digital TV market has not yet reached maturity, it has attained a level of stability after 5 years of significant activity. The choices open to consumers now include Sky Digital on the digital satellite (D-SAT) platform, NTL and Telewest on the digital cable (D-Cable) platform, and a consortium led by the BBC and Sky on the digital terrestrial television (DTT) platform.
The UK digital television market is one of the most advanced in the world and boasted the first ever commercial DTT platform. However, the problematic development of the UK's market has been mirrored across Europe. Despite these problems, BSkyB has proved that digital TV is a viable business and its success contrasts with both the UK's cable and terrestrial television platform providers.
The UK Government is committed to switching off the UK's analogue television service, beginning in 2006 and completing a total switchover to digital television by the end of 2010. However, the technological and social scale of preparation for digital switchover should not be underestimated. The interaction of broadcasters, manufacturers and consumers will be the driver behind this change. The challenge that faces the Government and the UK digital TV providers continues to be persuading viewers to purchase the set-top boxes and viewing equipment that are required to access digital television services.
UK consumers are being confronted with a greater number of viewing choices, which are fragmenting the television marketplace. While this presents challenges to existing commercial channel and programme providers, it provides opportunities for new channels that are able to take advantage of the additional space offered by the digital television platform.
The UK's pay-TV operators' efforts to increase their revenues per subscriber are targeted at existing digital subscribers by actively providing a wider range of services. A greater array of services available might prove more attractive to potential consumers, thereby increasing growth in subscriber numbers. The number of services that are available is dependent on the development of technology such as interactive services, which will be critical to the maturity of future revenue streams. It is certain that the key to further growth in the industry will be balancing the way in which companies mix television content, marketing, technology and customer services.
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