Howling: 'Freeview to take HD mainstream'

[khurramdar]

Howling: 'Freeview to take HD mainstream'

Friday, February 26 2010, 13:15 GMT

By Andrew Laughlin,

Freeview managing director Ilse Howling has said that the digital terrestrial television platform will bring high definition to the "mass market".

After Freeview HD went into technical launch last December, set top boxes, IDTVs and PVRs are now becoming available at retail for consumers to actually receive the service.

The DTT platform, which is jointly owned by the BBC, ITV, Channel 4, Sky and transmission firm Arqiva, intends to achieve 50% UK coverage of Freeview HD in time for the World Cup in June.

Speaking about the launch, Howling told The Daily Telegraph: "I think this is the first time that we will see HD go mass market, mainstream."

BBC HD and a HD simulcast of ITV1 are already available on the service, with Channel 4 HD and Five HD to follow later in the year.

Recent research by Freeview indicated that 18% of its existing customers will be "likely to" switch their main set to the HD service within the next six months.

More interesting, though, is that 17% of Sky+ HD subscribers also expressed their willingness to switch to the subscription-free platform.

Despite the possibility of taking customers from Sky, Howling said that she has learned a lot from working with the satellite firm.

"From a personal perspective, I've learned an enormous amount from working with them," she said. "Sky+ was already around when Freeview+ launched. Freeview's been able to learn a lot from how Sky approached technical standards, their suppliers and customer service."

Howling believes that Freeview acts as a "nursery slope" for people first accessing digital TV services, which benefits Sky by bringing its brand to homes that may not have considered it.

However, she acknowledged that the lack of Sky's premium channels on Freeview is a detriment to the platform.

"Would I love to see free Sky Sports on Freeview? Yes I would. Is that likely in the economics of pay television? Probably not," she said. "And for Freeview viewers, that isn't necessarily the top thing that they would want."

Howling confirmed that Freeview will invest heavily in a marketing campaign to promote the HD service in the run up to the World Cup, including "above the line" ads on TV and online platforms, and point-of-sale marketing and PR.

She also hopes to introduce 3D channels to Freeview over the next few years as consumer interest in the service grows strongly.