UK Broadcaster

In 1999, following the launch of digital TV in the UK, the government set the criteria to be met before analogue terrestrial TV services would be switched off (ASO). While providing an indicative window of 2006-2010 for this to occur, it was made equally clear that the process would need to be a market-driven one.

In light of this uncertainty, the client sought to develop a fact-based, independent, perspective on how the UK’s trajectory to ASO might unfold, based on a synthesis of consumer research, the economics of terrestrial TV transmission, stakeholder analysis, and overseas case examples.

The analysis revealed a number of potential roadblocks to the planned ASO timetable and drew out priorities for the client in its dealings with government, its competitors, and its audiences.