ISBA CONFERENCE: Format of digital TV ’will have to change for BDB to succeed’

British Digital Broadcasting, the digital terrestrial TV service due to launch at the end of this year, is doomed in its present format, according to Mandy Pooler, the managing director of MindShare.

British Digital Broadcasting, the digital terrestrial TV service

due to launch at the end of this year, is doomed in its present format,

according to Mandy Pooler, the managing director of MindShare.



Speaking at last week’s ISBA conference, Pooler said that apart from its

Sky films and sports channels, BDB’s programme line-up was unlikely to

appeal to consumers.



The probable delay in the introduction of BDB’s interactive service -

which may not be available until a year after its launch - will also

dent BDB’s chances of success, Pooler said.



She also lambasted BDB’s failure to galvanise the advertising community

- ’perhaps because its owners (Carlton and Granada) come from ITV and

still behave with some of the old arrogance of that organisation’.



However, Pooler is convinced there is a market for digital TV as long as

it delivers certain fundamentals. ’We need good quality content at lower

prices to make people turn away from analogue entertainment.’



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