Digitalization

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Digitalization

  1. 1. Project: Transition to digital television broadcasting in EstoniaCategory: PUBLIC SECTOR COMMUNICATIONSummaryIn spring 2008 Estonian parliament adopted the law that defined switch-off date ofanalogue terrestrial television: July 1, 2010. At that moment approximately 1/3 ofEstonian households (173,000) watched an old analogue television via regularantenna and had to purchase new equipment (set-top-box or digital TV set) orsubscribe TV channels from service provider to ensure continuous TV reception. Themain objective was to motivate this target group to make its decisions and act beforeswitch-off deadline July 1, 2010.Extensive media coverage was achieved: 3015 articles were published betweenMarch 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in aday.Although primary target group was mainly conservative and rather against anychanges, lived in countryside, was with higher average age and earned oftenminimum salary or retired, was transition to digital television successful. Most TVviewers implemented transition before deadline despite of economic crisis. Accordingto survey of TNS Emor, 99.6% of Estonian homes with TV sets were after transitionable to view Estonian channels and amount of households without TV availability didnot increase significantly.Situation96% Estonian households (560.000) have at least one operational TV set. In the endof 2007 only two Estonian TV channels were digitally available via regular aerialantenna and only 5000 homes had set-top-boxes. In spring 2008 Estonian parliamentadopted the law that defined switch-off date of analogue terrestrial television: July 1,2010. At that moment approximately 1/3 of Estonian households (173,000) watchedan old analogue television via aerial antenna and for continuing TV viewing had to: · purchase new equipment (set-top-box or digital TV set) or;
  2. 2. - subscribe TV channels from service provider (cable TV, satellite TV, digital TV, IPTV) before analogue TV switch-off deadline July 1, 2010.Objectives · To inform all TV viewers and Estonian society about transition to digital television broadcasting (DTT). · To advice TV viewers about practical aspects of DTT (need for set-top-boxes, modernization of antennas and cables, re-configuration of reception systems at homes etc.). To ensure awareness of transition process by deadline of analogue switch-off in July 1, 2010. To minimize political risk of postponing existing deadline. Primary target: -Mainly Estonian speaking -Mainly countryside, especially Central and South -Regions -High average age -Often earns minimum salary or retired -Mainly conservative, against any changesStrategyMain message: digital terrestrial TV brings at your home all national channels (twicemore than via analogue TV). More detailed messages were divided accordingprocess time-line.  In 2008: – All Estonian channels are digitally available via regular antenna – Whole country is covered with digital TV
  3. 3. – Unique content: free Olympics channel (ETV2)  In 2009: – Start watching digital TV already today – Report your problems: we will improve TV coverage – All preconditions are created for transition: coverage of digital TV is wider than old analogue coverage, more free channels, pre-tested set-top-boxes are cheaper than earlier, equipment is sold across Estonia, website and helpline are launched  In 2010: – Countdown: x days to transition deadline – Ask help early: (practical advice to implement transition)  Main message to Russian-speaking target group: do not do anything (97% of that target group were already viewers of cable, satellite or digital TV and were technically not concerned by the transition).Execution  Open and active communications  Continuous information flow to national and local media  Regular media events: project launch in distant Ruhnu island (the first area that had only digital TV transmission); launch of “Digilevi” (DTT) compatibility logo for pre-tested receivers; all Estonian channels are digitally available; Estonia is covered with digital TV; official press conference 2 days before deadline; switch-off of analogue TV network in Tallinn TV Tower  Quick re-active media relations: zero tolerance toward misinformation  Publishing process monitoring surveys in quarterly  Support for new opportunities: HDTV live broadcasts from Song Festival and Eurovision, channels switch to wide screen  Co-operation with TV stations: launch of new digital channels, special broadcasts, screen graphics before transition etc.  Co-operation with service providers, retailers and antenna installers  Information events road show in all counties  Manuals for local governments and social care officials
  4. 4.  Website, helpline, direct mail, newspaper inserts, simple manual in Estonian and RussianDocumented ResultsAnalogue TV network was switched off and transition to digital television broadcastingtook place on July 1, 2010 as planned 2.5 years earlier. Most TV viewersimplemented transition before deadline despite of economic crisis. According tosurvey of TNS Emor, 99.6% of Estonian homes with TV sets are able to view at least4 Estonian channels and amount of households without TV availability did notincrease significantly.Extensive media coverage was achieved: 3015 articles and other media hits betweenMarch 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in aday. Media relations were the most intensive during January-July of 2010 when 1246articles about digital television were published (an average of approximately 5.9coverage in a day). Most of media coverage was neutral or positive, some negativeuser experiences did not lead discourse in public.Digilevi (DTT) website www.digilevi.ee

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