The hundreds of millions of pounds being set aside to market the
various digital services will have to work hard if broadcasters are to
overturn consumer indifference to the new channels, according to a
number of studies released this week.
Just over half of the population still hadn’t heard of digital TV and
didn’t know what it was when CIA MediaLab conducted a survey at the end
of last month.
Awareness of the different digital TV platforms also varied dramatically
on the eve of digital’s launch. According to David Fletcher, head of CIA
MediaLab, the study found that prompted awareness was highest for Cable
& Wireless, at 46 per cent, with Sky Digital on 41 per cent and
ONdigital down at 5 per cent.
At the same time, new research from the Henley Centre found that just
over a quarter of all UK consumers still say they are not interested in
having more TV channels than are currently available through network
television.
And those who do express an interest in more choice seem unwilling to
pay extra for more channels. Chris White, a consultant at the Henley
Centre, said: ’A significant proportion of the UK public is interested
in more TV but they want high-cost programming without having to pay for
it. Subscription reinforces the perception of digital TV as a
luxury ... and this is likely to affect the number of people who will
sign up.’
The Henley Centre believes customers would prefer to buy digital on a
pay-as-you-go basis, with flexible payment options, loyalty schemes and
sales promotion campaigns.
