Today’s article provided for interesting reading at: http://www.independent.ie/business/irish/delays-give-mixed-signals-on-the-future-of-commercial-dtt-1653710.html by Laura Noonan, writing in the Irish Independent’s February 26th 2009 article.
Its no surprise that any company launching a product reliant on consumer spend such as the one Boxer are to take on would have to think and think again. The economic situation has swiftly deteriorated and as consumers have less to spend, thousands of lay-offs from employment it is understandable for it to ask if its projections for break-even are further away. Unlike Denmark where the Astra 2D doesn’t have as good coverage according to those in the know, Republic of Ireland with a strong satellite and cable competitors and Free to air Satellite readily available makes commercial DTT more difficult than before.
One thing is for sure that Boxer could benefit from a campaign similar to Bord Gáis ‘Big Switch’ campaign http://www.bigswitch.ie If it follows the mobile montly type pre-paid top up model and sell a usb DTT solution it could do well. Such could provoke Sky and UPC into a similar approach of monthly options as an alternative to a 12 month subscription and it will take consumers up on convenience compared to Sky. However it is understandable that it might be thinking again.
It seems someone like UPC and RTÉ in the Easy consortium could derive more benefits to their shareholders in terms of launch as for UPC its simply a matter of becoming a nationwide pay TV provider while for RTÉ it delivers maximum return on its investment. As such Easy TV brand could even be used for cable also in that eventuality. In this way it would put UPC in the strong position of taking Sky head on.
Of course it would have similar benefits for the Onevision consortium who had a more compelling proposition in terms of offering. The only concerns in the Easy bid would be competition, while these would not really apply with Onevision.
I expect Sky will bid for the remaining mux ASO pay TV license in 2012 and be prepared to pay a premium for it similar to what it was attempting to do on the UK DTT system.
Anyhow chances are free-to-air DTT will launch in September with or without a Pay TV operator. What will the brand be? Digitelly? Easychannels?
Regarding line-up?
This is purely my own idea of what could work. It is purely short term. For instance I would not wish Cula4 to be relegated in childrens programming and would prefer to see a Kids Channel devoted solely to Cula4 and Den TV. I have thus further revised the line-up to restore Cula4 its place on TG4 in my suggested line-up. I am anxious to see Houses of the Oireachtas coverage and instead wish that the new broadcaster would time-share with Houses of the Oireachtas Channel. My ideas are fluid to revision and I encourage others who would view these channels to think what they would like to. No doubt broadcasters may have their own preference on what they think viewers may like.
I hope a forum like http://www.digitalbritainforum.org.uk/ will be added to http://www.digitaltelevision.ie
Pos: 06:00 09:00 18:00 00:00
1 RTE Breakfast RTE ONE RTE ONE RTE ONE
2 Den TV Den TV RTE2 RTE2
3 3Music 3e 3e 3e (subject to RTÉ NL & 3 rather than part of pay DTT)
4 Maidin4 Cula4 TG4 TG4 (Maidin4=(Televised RnaG studios simcasting)
5. 5th 5th 5th (music, news and drama sharing time with Houses of the Oireachtas Channel until ASO. (new channel called 5th (avoid issues with Five UK right to Five/5) alternative is another TG4/RTÉ/TV3 digital channel though under current market conditions, one could question the wisdom of same.
6. Community4 (DCTV) Eolas4 Arts 4 Archive4
7. RTÉ Breakfast HOTV RTÉ NN/Nuacht TG4 (RTÉ News Now Nuacht TG4 alternating and Oireachtas TV (HOTV)
8. Ireland AM 3 3 3 (becomes 3Today news channel)
Post ASO should give HOTO 3 slots, on RTÉ’s 2nd mux, HOTO1, HOTO2, Europa TV live (Parliament & Comission Live) Europa TV Discuss,
The UK terrestrials should be on the pay TV platform on a free-to-air mux. but will we see that?
So lets see what happens. Could be Boxer or someone else? But free-to-air is on target anyhow with more rollout progressing. See:http://www.boards.ie/vbulletin/forumdisplay.php?f=56
Bubble Hits gone
sad to see this happen. It was a valiant effort by Lee Walsh and James Hyland and they are to be commended for their efforts. No doubt they have gained valuable experience.Unfortunately music TV is too competitive already. However it might have something in supplying TV3 with morning music programming for 3e. See: http://www.herald.ie/entertainment/tv-radio/bubble-hits-forced-off-air-by-lack-of-ads-1640255.html and http://www.irishtimes.com/newspaper/finance/2009/0214/1233867936936.html
Interesting article at:http://www.businessandleadership.com/technology/news/article/11703/technology/are-we-ready-for-digital about how the industry saw DTT going forward, positive it would seem in 2008. Regarding rollout, reporting on the National BCI Conference, Boxer’s Lucy Gaffney had the right idea regarding rollout. But the reality is always more of a challenge. Talk is always easier than practise. http://www.prosperity.ie/news/forum_dtt_tv_roll_out_must_be_flawless.html