Swisscable sees readiness for digital television
At a press conference on Tuesday, Swisscable, the association of cable TV companies, presented a survey showing that 33 percent of the Swiss population is willing to switch to digital television.
At a media conference on Tuesday, Swisscable, the association of TV cable companies, presented a survey showing that 33% of the Swiss population is willing to switch to digital television. The association is calling for a rapid transition to digital television.
The development towards digital television is also underway in Switzerland, Dr. Hajo Leutenegger, President of Swisscable, told the media in Bern. Unfortunately, however, Switzerland is lagging behind the rest of Europe. Only 10 percent in Switzerland are already using the new distribution technology. In a European comparison: 69 percent of households use digital television in England, 42 percent in Italy, 38 percent in France, 28 percent in Spain and 20 percent in Germany.
The representative survey, which was conducted in May 2006 by the market research institute Demoscope with 800 people between the ages of 15 and 84 in German and French-speaking Switzerland, shows a relatively high willingness to switch despite hesitant usage behavior. Around a third of those surveyed would like to switch to digital television in the next three years. 22% could imagine switching at a later date.
Nevertheless, there is still a lot of convincing to be done, says Leutenegger, as a relatively high proportion of 19% are still undecided according to the study, while 26% are even opposed to switching. However, Leutenegger is convinced that he can convince customers to switch to digital television because it is simply better than analog television. The arguments are better picture and sound quality and a wider range of programs with more choice. In addition, digital television promises a new television experience thanks to new offerings such as HDTV (High Definition TV), digital video recorders (PVR, Personal Video Recorder), electronic program guides (EPG, Electronic Programming Guide), content on demand (voD, Video on Demand) and interactive television (ITV). Leutenegger went on to say that it was important to introduce the new services quickly.
The survey also showed that there are major differences in TV behavior between the German-speaking and French-speaking Swiss. For example, significantly more German-speaking Swiss watch via cable, as this gives them access to a wider range of channels than the French-speaking Swiss (45 channels on average in DCH, 36 in WCH). Although the use of digital television is equally high on both sides of the French-speaking divide, significantly more German-speaking Swiss state that they intend to upgrade their television reception to digital in the next few years. The German-speaking Swiss attach greater importance to individual programming, while the French-speaking Swiss tend to focus on a wider range of programs.
The study also revealed that only 10% of respondents consider mobile television via cell phone to be attractive. The possibility of reading and answering e-mails on the television and using the Internet would be welcomed by 16%. Video telephony via the television met with an even greater response: 38% considered this option to be very or somewhat attractive.
Swisscable advocates a transitional phase in which analog and digital television are broadcast in parallel (simulcast). However, the analog offering should be limited to a minimum offering until around 2010. Swisscable also advocates basic encryption of channels. This would offer the possibility of offering tailor-made program packages.
The development towards digital television is also underway in Switzerland, Dr. Hajo Leutenegger, President of Swisscable, told the media in Bern. Unfortunately, however, Switzerland is lagging behind the rest of Europe. Only 10 percent in Switzerland are already using the new distribution technology. In a European comparison: 69 percent of households use digital television in England, 42 percent in Italy, 38 percent in France, 28 percent in Spain and 20 percent in Germany.
The representative survey, which was conducted in May 2006 by the market research institute Demoscope with 800 people between the ages of 15 and 84 in German and French-speaking Switzerland, shows a relatively high willingness to switch despite hesitant usage behavior. Around a third of those surveyed would like to switch to digital television in the next three years. 22% could imagine switching at a later date.
Nevertheless, there is still a lot of convincing to be done, says Leutenegger, as a relatively high proportion of 19% are still undecided according to the study, while 26% are even opposed to switching. However, Leutenegger is convinced that he can convince customers to switch to digital television because it is simply better than analog television. The arguments are better picture and sound quality and a wider range of programs with more choice. In addition, digital television promises a new television experience thanks to new offerings such as HDTV (High Definition TV), digital video recorders (PVR, Personal Video Recorder), electronic program guides (EPG, Electronic Programming Guide), content on demand (voD, Video on Demand) and interactive television (ITV). Leutenegger went on to say that it was important to introduce the new services quickly.
The survey also showed that there are major differences in TV behavior between the German-speaking and French-speaking Swiss. For example, significantly more German-speaking Swiss watch via cable, as this gives them access to a wider range of channels than the French-speaking Swiss (45 channels on average in DCH, 36 in WCH). Although the use of digital television is equally high on both sides of the French-speaking divide, significantly more German-speaking Swiss state that they intend to upgrade their television reception to digital in the next few years. The German-speaking Swiss attach greater importance to individual programming, while the French-speaking Swiss tend to focus on a wider range of programs.
The study also revealed that only 10% of respondents consider mobile television via cell phone to be attractive. The possibility of reading and answering e-mails on the television and using the Internet would be welcomed by 16%. Video telephony via the television met with an even greater response: 38% considered this option to be very or somewhat attractive.
Swisscable advocates a transitional phase in which analog and digital television are broadcast in parallel (simulcast). However, the analog offering should be limited to a minimum offering until around 2010. Swisscable also advocates basic encryption of channels. This would offer the possibility of offering tailor-made program packages.
