Category: BBC

Date: 17.06.2004
Printable version

... as Freeview scoops two prizes at the Marketing Society 2004 Awards

The BBC has released figures showing that Freeview is now available in an estimated 4 million homes*, ensuring that the BBC's digital television channels, radio networks and interactive services are available in over 13 million UK households.

In total, there are now nearly 4 million more homes with digital than before the launch of Freeview in the autumn of 2002.

The news comes as Freeview won two prizes in the prestigious Marketing Society 2004 Awards.

Freeview - the biggest driver of digital take-up - won in both the Best Consumer Insight and Best New Brand categories.

Freeview, the digital terrestrial television (DTT) service, launched less than 20 months ago, hastening digital take-up amongst analogue viewers and establishing DTT as the second largest digital platform in the UK.

The simple, free proposition enables viewers to access digital television via their aerials for a one-off cost from around £50.

The BBC is a key player in driving digital take-up and is a shareholder in Freeview.

The vigorous growth of the service has helped the BBC move closer towards its goal of achieving universal access to its digital services.

In addition, Freeview is making the Government's goal of digital switchover more attainable.

Andy Duncan, Director of Marketing, Communications and Audiences, 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.

"We are delighted that a record number of homes now have access to our full range of BBC digital services."

Carolyn Fairbairn, Director of Strategy and Distribution, BBC, 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 almost 4.4 million Freeview boxes and integrated digital televisions (iDTV's) in the market, of which around 375,000 serve as second and third sets in those homes entering the digital world for the first time.

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.

The BBC's investment in its digital channels continues to benefit viewers as the channels and radio networks continue to strengthen and develop and interactive services grow, building new and loyal audiences.

The BBC offering is providing a direct incentive to go digital. Well over 50% of Freeview customers said that the BBC channels were a significant factor in their purchasing decision.

Digital television in particular is changing people's radio listening habits encouraging them to listen to the radio through their televisions.

More than 13 million adults listen to radio via their television and 8 million of them listen at least once a week (RAJAR Qtr 1 2004).

Full radio figures for the BBC digital networks are not yet available. However, indications are that they are reaching a record number of homes, along with the BBC's interactive services.

Notes to Editors

* 4 million UK households now have at least one Freeview box or iDTV - the figure represents total penetration.

Freeview: The consortium comprises of BBC, BSkyB and Crown Castle - who each have a one third share in Freeview.

Freeview is available to 73 per cent of the UK's population.

Viewers can check how to receive the BBC's digital channels and to see if they're in Freeview coverage by visiting bbc.co.uk/digital or calling 08700 10 10 10.

Highlighted programmes from the BBC line-up include BBC FOUR's documentary Orphans of Nkandla, winner of two categories in last week's One World Awards, picking up the Children's Rights Award and the top TV title - the TV Documentary Award; Summer in the Sixties and the Opera Season in partnership with BBC TWO.

Standout BBC THREE programming includes RTS award-winning Little Britain, Nighty Night and Bodies.

Blue Peter will move to The CBBC Channel for the first time - and go out five days a week - from September 2004.

The CBBC Channel's magazine show XChange will be covering presenter Ade's participation in the Paralympics this summer as he plays in the British basketball team.

BBC News 24 includes hard hitting political debate programme Straight Talk, daily news bulleting World News, and HARDtalk with one-to-one interviews on hot topics.