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Who Needs More Channels?
More than a third of British households reject digital TV on the grounds that they are happy with existing channels, according to Ipsos-RSL's Digital Audience Research Tracker (DART). Four in ten UK households now receive digital TV, but the number is not set to rise rapidly in the next year.
61% of rejectors claim they are 'happy with the channels that I have at the moment'. Those who have DTV claimed the most persuasive factors in their decision were personal recommendations from friends and family, followed by advertising on TV, radio, print and the Internet.
The big recent winner in the DTV marketplace is Freeview, which is making big inroads in a relatively short space of time. Fully 28% of all DTV households claim to receive free-to-view channels only.
Freeview has the highest penetration of all digital television providers among the over-55 age group, who are traditionally resistant. Over-55s make up one third of those claiming to have free-to-view services.
DART is conducted quarterly by Ipsos-RSL on Quest, and covers all aspects of digital TV from planned uptake to use of the electronic programme guide. A nationally representative panel of 4000 individuals across Great Britain are interviewed each week.
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