The Transition to Digital TV

Digital Switch-Over

Over the next few years, the Federal Government will be turning off the current signal that carries the analogue television signal and replacing it with a digital signal. This phased roll-out began in Mildura in June 2010 and each region in Australia will be switched off by 31 December 2013.

Click here to view a copy of the Digital Switch-over Timetable

New Channels

In January 2009, new Government legislation came into effect allowing for the introduction of digital multi-channelling in Australia. This paved the way for a significant expansion of commercial free-to-air television services:

November 2008 Launch of Freeview – the brand name used to market the free-to-air digital platform to consumers
January 2009 Legislation officially comes into effect allowing new digital multi-channels
March 2009 Ten launches ONE, a dedicated 24-hour sports channel: High Definition
August 2009 Nine introduces GO!, a youth-centric entertainment channel: Standard Definition
November 2009       Seven launches 7TWO, a broad entertainment offering: Standard Definition
September 2010 Seven launches 7mate targeting the young male demographic: High Definition
September 2010 Nine launches Gem, a channel primarily targeting women: High Definition
January 2011 Ten introduces Eleven – a fun, general entertainment channel: Standard Definition
May 2011 Ten relaunches ONE, expanding their sport line up to include general entertainment programming
for a 'distinctly male' audience

We’ve produced a one-page guide to Free TV’s extensive new channel line-up. The guide includes profiles of each of the new channels as well as key target demos.

For a copy of our one-page guide to the new channels, click here

The introduction of the new free-to-air television channels have been a significant driver of digital TV take-up in Australia.

Digital TV Penetration

According to the Government’s quarterly Digital Tracker, 82 per cent of Australian households have made the transition to digital TV – the majority of homes have access to High Definition services.

For more information on converted households and attitudes towards switch-over, click here

Consumer Attitudes Towards The New Channels

In October 2010, Jigsaw Strategic Research conducted a quantitative study of more than 1,500 digital TV consumers to explore attitudes towards free-to-air television and more specifically, the newly introduced free-to-air television channels. 

Click here for a copy of the research

Ratings

Despite their limited time in market, the new free-to-air channels are drawing significant audiences, with some programs already averaging half a million viewers.

The new free-to-air digital channels now collectively account for almost 20 per cent share of viewing. While there has been some impact in share of viewing for the main channels, overall free-to-air viewing is increasing.

Which channels are available in which regions?

All of Free TV’s new channels are available to digital consumers in metro markets and most channels are available in regional markets.

For information on which digital channels are available in each market, click here 

Opportunities for Advertisers

The new digital channels are providing new opportunities for advertisers to reach their target audiences.
Recently, we spoke with Free TV network sales directors about the different ways clients are taking advantage of the new offerings - helping advertisers target a range of different demographics and build incremental reach.

For more information, click here