From David Del Valle in Madrid
The Ministry of Industry and the Pro DTT Association, ImpulsaTDT, have signed an agreement to invest E6 million in the promotion of DTT to boost the DTT take-up during the Christmas campaign.
Both parties will launch joint media campaigns and other marketing (sponsorship of conferences, events, fairs) to raise public awareness of the advantages of DTT. They will also issue regular reports and back new audience measurement methods to evaluate the impact of DTT in the market.
However, more bodies are asking for pay DTT services to make the business profitable in the future. Jose Manuel Lara, president of the Publishing House, Planeta, main shareholder in Antena 3 TV, said that after the analogue switch-off in 2010 there will be 55 free-to-air channels competing for the same advertising market. “There will not be space for all of them” he claimed.
Currently, DTT is watched by more than 4.2 million people, with an average audience share of 8.3 per cent. In September more than 372,000 DTT boxes were sold in the market increasing the total DTT devices available to 6.5 million. By proportion, according to ImpulsaTDT, Spain is the second country, after the UK, in the number of DTT boxes sold ahead of France and Italy.