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UK's telly addicts excited by digital TV revolution
September 24, 1998
- survey reveals UK TV viewers want more choice but not at the expense of quality
* 50% of the population eagerly awaiting the launch of digital TV
* Less than a third want more than 25 channels and over half expect more channels than they want
* 67% of population want digital TV through a standard TV aerial compared to only 8% who would rather receive it by satellite dish
* Even amongst existing satellite TV viewers one in five would prefer digital TV through a standard TV aerial rather than a satellite dish
* 19% still think that a digital television is necessary to receive digital TV
* With football viewing figures falling only 17% want dedicated football club channels such as Manchester United TV
* It's a Knock Out revealed as 25-34 year olds second favourite TV programme
Digital TV is here and the UK's telly addicts are ready for the greatest revolution in TV since the advent of colour in 1970.
However the UK's TV watching public remain a conservative bunch and don't want a US style channel overload, according to a survey by Nokia, Europe's leading digital technology brand.
50% of the population are eagerly anticipating the launch of digital TV, which will bring more channels, better picture quality and CD quality sound.
However only 32% of people want more than 25 channels. An incredible 64% will be satisfied with around 25 channels providing a consistent level of quality programmes, movies, sport and news.
Frances Wood, international communications manager for Nokia, comments, "Britain is renowned for having the best quality TV in the world and everyone seems to want more of it. But TV viewers in the UK don't want a US style channel overload with hundreds of low quality channels providing
more choice but at the expense of quality."
The UK's TV viewing public is also conservative in the way it wants to receive digital TV. 67% want to stick with a normal TV aerial rather than receive digital TV through a satellite dish. A mere 8% would prefer a satellite dish. Even among satellite TV viewers one in five would get rid of their satellite dish if they could get digital through a normal TV aerial...which will be possible later this year.
The survey shows that many people will also be wasting money by purchasing a new integrated digital TV. These new TVs cost around £1,000, however to receive digital TV most people will only need a set top box such as Nokia's Mediamaster 9850, which will be available from as little as £200.
Another 77% are not aware that as well as the existing five terrestrial channels there will be three new channels available for free with digital terrestrial TV; BBC News 24, BBC Choice and ITV2.
With viewing figures for live football matches reported to be down by up to 17%, the Nokia survey has thrown up another worrying statistic for the nation's football clubs. Only 17% of respondents said that they were interested in watching dedicated football club channels, a statistic that may give Rupert Murdoch pause for thought.
The Nokia survey also looked into what classic TV programmes people would like to see again. Among the predictable choices of Coronation Street and Top of the Pops a surprising 19% of 25-34 year olds chose It's a Knock Out as the programme the would most like to see again,
making it their second favourite programme.
Frances Wood concludes, "Watching TV is the nation's favourite pastime and with the launch of digital TV there'll be even more of it to watch. Who knows they might even start showing It's a Knock Out again!"
Survey details
The Nokia survey was carried out between 28 August and 1 September 1998. A fully representative sample of 1008 adults aged 15+ were questioned.
Nokia is a broad-scope communications company supplying mobile phones, mobile and fixed telecommunications networks, wireless data communications solutions, multimedia terminals and computer monitors. In 1997, net sales totaled FIM 52.6 billion ($9.8 billion). Headquartered in Finland, Nokia is listed on the NYSE (NOK.A), has sales in 130 countries and employs more than 41,000 people worldwide.
Contact information:
Frances Wood
International Communications
Nokia Multimedia Network Terminals
Tel: +44 1793 556 032
Fax: +44 1793 490 535
Email: fran.wood@mnt.nokia.com
Chris Cook/Georgina Annett
Lexis Public Relations
Tel: +44 171 240 9900
Fax: +44 171 240 2211
Email: gannett@lexispr.co.uk
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