The institutions involved – increased profit

At the end of this switchover, there will be a massive profit for the companies providing the digital channels. Whether it’s a one of payment of £20 for freeview or a monthly subscription of £45 for Sky, there will be a hugely increased profit as it will be a necessity in all TV homes.

The institutions involved – marketing campaigns

The marketing campaigns for the switchover are increasing more and more as increasing areas of the country start the switch. The campaigns are very much used to show the massive rewards by the switchover for the customer, as well as simplicity involved in the switch. The campaigns are also used in order to explain the dates of the switch in different regions to give the important in formation to the public in order for them to prepare themselves.
As the switchover is such a large scale event, and it affects everyone, there is a huge amount of market campaigns. Seeing that the switchover is not in fall flow yet, the marketing will increase. The switchover has just begun so people are still finding out about it.

The institutions involved – audience demands / educate users

As this technology is affecting all people of all ages across the country, the organisers have to educate users as well as set up help lines for those finding it difficult. Help is given by all forms of media, such as TV, phone lines, internet etc.

The audience experience – how is it consumed

The digital programming can be received in many ways,
Ø through an ariel (either a digital box or digital TV),
Ø a satellite dish,
Ø a cable,
Ø telephone lines,
Ø an ariel and phone line.
It simply depends on the location of the consumer to decide what option to take, for example, some location are not able to sustain cable, so they would have to use a satelite dish or an ariel.

The audience experience – who consumes

The technology is consumed by all people living in the UK who want to watch TV. This is why it is such a massive operation because it effects millions of people. It is not just the Uk however, other countries are also carrying out the digital switchover, France are expecting to be finished by 2011.

The audience experience – advantages

This form of media is a huge market, with nearly every household containing at least one TV, with many containg more. As it efects such a large amount of people, there are many advantages from the switchover that all consumers will gain. The quality and choice will improve greatly. The choice, is the channels offered to the consumers, and due to the switchover this choice will expand massively. The quality is the quality of the picture received. Due to the change in technology, from analogue to digital, it allows a better picture to be received by TV owners. The interactivity will also be improved due to the switch, the interactive button (not used on traditional tv) will be available for the consumer to use. This gives them a wider choice in what to watch, for example, the different football games.

The audience experience – disadvantages

There are disadvantages though. Such as the cost will rise, there are chances of one off payments, however this is still extra payment that is only brought on by the switchover.