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.’