The future for terrestrial television: How DTT responds to a changing landscape
A different view of the TV market: attitudinal groups
Attitudes to discovering and consuming content over IP
Attitudes to paying for TV content
Attitudes towards bundling and flexibility
The ‘mid-market’ is huge, and there’s everything to play for… 2m homes Online enthusiasts More IP 11.2m homes
7.1m homes
The Middle Ground Consumption and discovery
6.7m homes
Free-to-air Heartland
Consumers want… - More content - More functionality - More screens - Better value and/or… - …flexibility
Pay Safehouse
More broadcast
Low
Willingness to pay
High Source: DUK audience research 2015
Freeview’s past success rests on core principles that will remain important to its future Free and universal, with mass market scale ...and hence is the default option for viewers: ‘builtin everywhere’
...that is open for content providers and CE manufacturers
Delivering the best, long-form UK content...
...that is easily discoverable ...on a platform that is easy to use and reliable
“Freeview – you’re free to choose”
A mass market hybrid platform
Offering freedom to choose the best content
Continually evolving functionality
Delivered in partnership with device manufacturers
Open to all in its delivery
Working in partnership to create the UK’s best loved and most popular TV service
Freeview Play = New Freeview. New normal TV
• Best of broadcast and on demand • Built-in to TVs and STBs • Leading catch-up services • Free-to-view, subscription-free
Larger screens show the quality of HD pictures Proportion of annual TV sales with screen sizes over 32 inches
% of DTT HD homes rating HD channels very or somewhat important by screen size
52%
60%
57%
49%
42% 30%
32%
2010
2011
Source: GfK
41%
35% 33%
2012
2013
2014
Up to 29" 30"-34"
35"-39"
40"-44"
Source: DUK audience research 2014
45+
Freeview’s HD content line-up
101
102
103
104
105
106
107
108
109
110
111
112
123
124
But adoption of T2 equipment remains below critical mass Proportion of annual TV sales compatible with Freeview HD (T2) All TVs
Installed base of Freeview HD (T2) TV sets
DTT primary sets
New TV models*
DTT secondary sets
72% 58% 40%
58% 45%
44%
33%
33% 25%
25% 17%
10%
2012
2013
2014
Source: GfK *Note: sales of new TV models are accounted over a April to March period for every year
2012 Source: DUK
2013
2014
All Freeview products will be HD from 2017
From 1 January 2016
All new TV set models over 32” must be HD (T2) compliant to qualify for the Freeview TML and brand
From 1 January 2017
Only HD (T2) compliant new TV set models and set top boxes will qualify for the Freeview TML and brand. No new SD products will be allowed to carry the Freeview logo
only products from 2017
Viewer support needs are more complex than ever before
Channels or players?
Television or set-top box?
Aerial or cabling?
Interference from 4G or White Space?
Signal?
Internet connection?
Consumers use a variety of sources of support
Try the ‘quick-fixes’
Search
(switch off/on, check wires, re-tune, give it time)
(instruction manual, Google, YouTube)
Self-help
“I don’t expect a great deal of support because it’s free but it’s good to know they’re there if I do need it”
“I like there’s a number on there that I can call if I’ve tried something and that doesn’t work. It’s great, it’s peace of mind”
