The popularity of Freeview, the free digital terrestrial television service backed by the BBC, shows no signs of slowing as latest figures show it now reaches an estimated 4 million homes.
The continuing popularity of Freeview, which launched less than two years ago, means that BBC’s digital television channels, radio networks and interactive services are available in over 13 million UK households.
The BBC claims that the success of the digital terrestrial television service, which rose out of the ashes of the now defunct ITV Digital, has hastened digital take-up amongst existing analogue viewers.
Commenting on the figures, Andy Duncan, director of marketing at the BBC, said: “The continued growth of digital television is very encouraging. The Freeview figures show that the free proposition has really cut through and is currently the single most important factor in driving digital take-up.”
BBC director of strategy and distribution, Carolyn Fairbairn, added: “DTT was in crisis before Freeview’s launch. These new figures are a considerable landmark, and consolidate DTT as the second digital platform in the UK – and the first choice for free-to-view consumers.”
In total there are around 4.4 million Freeview boxes and integrated digital televisions in the UK, of which around 375,000 serve as second and third sets in those homes using digital television technology for the first time.
The BBC claims this will have a positive impact on Government plans for digital switchover, as increasing numbers of homes are recognising the benefits of converting all their televisions to receive a fuller range of services.
However, the success of Freeview could be hit by the launch of BSkyB’s free-to-air satellite package of more than 200 television and radio channels later this year. The BBC is believed to be contemplating its own Freesat offering, but plans were derailed earlier this week after Channel 4 signed a three year contract extension for access on Sky.
The popularity of free-to-view television was backed by the latest Ofcom Digital Television Uptake report, it revealed that the free-to-view DTT market grew faster than any other platform, increasing by 19.5% to 4.1 million. The overall UK multi-channel market was also up, growing by 4.9% to 13.9 million (see Multi-Channel Television Statistics Q1 2004).
In April, media services agency ZenithOptimedia, said that Freeview was helping to spur on the popularity of digital television. Since September 2003, digital TV has grown from 7% to 49% with Freeview accounting for one third of the total market (see Freeview Increases Digital Popularity).
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