T

Analogue switch-off
Learning from
experiences in
Europe

www.digitag.org

Digital Terrestrial Television Action1Group

Published by
DigiTAG - The Digital Terrestrial Television Action Group
L’ Ancienne Route, 17A
CH-1218 Grand-Saconnex
Geneva, Switzerland
Tel: +41 22 717 2735
Fax: +41 22 747 4735
www.digitag.org

© copyright 2008 DigiTAG

All rights reserved
Version 1.0
Table of Contents
Introduction: Analogue switch-off has begun. ............................................................ 3 
Goals of analogue switch-off: why are we doing this? ................................................ 3 
Spectrum efficiency .................................................................................................... 4 
Securing the future of the terrestrial platform ............................................................. 6 
DTT services for all .................................................................................................... 6 
Factors affecting digital switchover strategies ................................................................. 7 
Size of the terrestrial platform ..................................................................................... 7 
Spectrum availability .................................................................................................. 8 
DTT penetration and coverage .................................................................................... 8 
International obligations.............................................................................................. 8 
Choosing the right strategy - Digital switchover strategies ........................................ 9 
Phased approach to analogue switch-off ..................................................................... 9 
Where to begin the process?................................................................................. 10 
How long should the process last? ....................................................................... 10 
National approach to analogue switch-off................................................................. 10 
Other factors to consider ........................................................................................... 11 
Speed of digital switchover................................................................................... 11 
Order for switching off channels .......................................................................... 11 
Choosing the right time ........................................................................................ 12 
Key factors for analogue switch-off success ............................................................... 13 
All actors on board .................................................................................................... 13 
Strong leadership....................................................................................................... 13 
Effective communications strategy ........................................................................... 14 
Sufficient financial resources .................................................................................... 14 
Focusing on the needs of the viewers .......................................................................... 14 
Communication tools ................................................................................................ 14 
National activities................................................................................................. 14 
Regional activities ................................................................................................ 15 
Using third-parties ............................................................................................... 16 
Reaching out to property managers ..................................................................... 16 
When to begin? ..................................................................................................... 17 
Financial support ....................................................................................................... 17 
Low-income and other disadvantaged households ............................................... 17 
General subsidies for all households.................................................................... 18 
Targeting households with communal antennas................................................... 18 
Mandating digital tuners ........................................................................................... 18 
After analogue switch-off ............................................................................................ 19 
Appendix ....................................................................................................................... 22

2
 Introduction: Analogue switch-off underway
The digital switchover process is underway. Around the world, countries have
launched their digital terrestrial television (DTT) services and begun planning to
switch off their analogue networks. A few pioneer countries in Europe have already
completed the process.

But analogue switch-off is not easy. Ending the transmission of analogue services
can have dire consequences should viewers not be adequately prepared and
significant numbers lose access to television programmes. Governments will not
want to risk disenfranchising viewers and will want to ensure that proper safeguards
are taken. But doing so will require careful planning and the involvement of the
entire broadcast industry.

The process of analogue switch-off will differ in countries depending upon the
market configuration. Countries with many households relying on the terrestrial
platform will need to take different measures than countries with few terrestrially-
dependent households.

The experiences of countries that have completed analogue switch-off or undertaken

extensive planning can provide useful lessons for countries only beginning the
planning process. Understanding which approaches work best, as well as pitfalls that
should be avoided, can help ensure a successful process.

This handbook seeks to provide an overview of the many different issues that need
to be considered when planning for analogue switch-off. It examines the approaches
used by various countries, key success factors and how to address the needs of the
viewers.

Section

Goals of analogue switch-off

Switching the terrestrial platform from analogue to digital technology is no easy
feat. Frequency channels for new digital services must be allocated, safeguards must
be taken to protect existing services from interference, equipment high upon
transmission towers must be changed, new services must be launched and viewers
must be informed of the changes. The full broadcast network must be converted.

The size of the network will vary depending on the size and topology of the country.
In Finland, 140 main transmitters and 600 relay stations needed to be converted to
digital and, on a single day, the analogue transmissions were stopped. In the United
Kingdom, the conversion of the transmission network, made up of 1,154 transmitter
sites, will take place in phases over several years and is estimated to cost
approximately £500 million.

For most countries, this is one of the most important broadcast engineering feats
since the launch of television services. The process is fully justified because digital

3
switchover brings many benefits to the government, broadcast community, and
general public.

Spectrum efficiency
By converting the terrestrial television platform from analogue to digital technology,
countries can benefit from the increased spectrum efficiency offered by digital
technology. In a given frequency channel, it has been possible to broadcast one
analogue service. However, digital technology permits between 4 to 6 or more
digital services to be broadcast in a single frequency channel, depending on the
technical parameters used and the quality of services desired. The more efficient use
of spectrum means that some capacity is freed up, the so-called digital dividend, and
is available for new services.

To ensure the maximum benefits of digital switchover, countries in a given region

should agree to convert to digital broadcasting if possible using a coordinated
approach. Existing protection for analogue services is then no longer necessary and
spectrum gains afforded by the use of single frequency networks can be better
leveraged.

In recognition of the benefits of digital broadcasting, national administrations in

Europe, Africa and parts of Asia have agreed to a new plan to regulate frequency
usage in an all-digital environment. The Geneva 2006 Agreement covers frequency
Band III (174-230 MHz) and Bands IV/V (470-862 MHz) for digital television and
radio services using the DVB-T and T-DAB standards.

The agreement sets 17 June 2015 as the date after which countries will no longer be
required to protect the analogue services of neighbouring countries against
interference and be able to freely use frequencies assigned for digital services. This
date is generally viewed as an internationally mandated analogue switch-off date, at
least along national borders.

4
The Geneva 2006 Agreement

The Geneva 2006 (GE-06) Agreement regulates frequency usage in the broadcast
bands of Europe, Africa and parts of Asia. It establishes two separate plans for an
analogue and digital environment in these regions of the world. It is a binding
international treaty signed by national administrations and registered with the United
Nations.

In an all-digital environment, GE-06 takes into account 72,761 country requirements

for the transmission of DVB-T and T-DAB services in frequency Band III (174-230
MHz) and DVB-T services in frequency Bands IV/V (470-862 MHz). Generally,
countries have been allocated 3 T-DAB and 1 DVB-T "coverage layers" in the Band
III and 7-8 DVB-T layers in Bands IV/V.

Frequency management prior to GE-06

In Europe and parts of Asia, GE-06 replaces part of the existing Stockholm 1961
(ST-61) Agreement which regulated frequency usage in an analogue broadcast
environment. Because it also regulated frequency usage for services in bands I and
II, parts of ST-61 and its subsequent agreements remain in force. Similarly, GE-06
replaces the Geneva 1989 Agreement for African countries.

While ST-61 allocated only 5,300 country requirements, it provided the necessary
flexibility to allow ultimately for the assignment of 80,000 analogue transmitters. It
is hoped that GE-06 will also allow for such flexibility for future requirements.

Reaching this point

The process leading up to the GE-06 began in 2000, when some European countries
asked the International Telecommunication Union (ITU) to revise ST-61 for bands
III, IV and V.

In 2004, the first session of the Regional Radiocommunication Conference (RRC)

met for three weeks in Geneva to establish the planning parameters for an all-digital
broadcast environment. The second session met in 2006 to develop the digital plan
as well as the analogue plan based on revisions to ST-61 and GE-89. It successfully
concluded with the adoption of GE-06.

Analogue switch-off
GE-06 sets the precise date of 17 June 2015 at 00.01 hr UTC as the end of the
transition period. This means that after this time, countries will no longer need to
protect the analogue services of neighbouring countries and can freely begin using
the frequencies assigned to them in GE-06 for their digital services.

It is possible for countries to begin implementing the GE-06's digital plan as of 17

June 2006. However, doing so will require the prior agreement of countries
implicated by such an action. Implicated countries are defined as those within a plan
entry that need to provide agreement prior to the implementation of an
assignment/allotment.

The end of the transition period does not necessarily signify that analogue switch-off
will take place throughout a given country. It does, however, mean that analogue
services will no longer be protected or available along the borders, and hence could
serve as an impetus to switching off analogue services throughout a given country.

The date of 2020 has been set for the end of the transition period in some African
and Arab countries for analogue services in Band III.

5
Securing the future of the terrestrial platform
Viewers have many different options for accessing television services. While in the
1950s television broadcasts began from terrestrial transmitters, viewers can now
access television using the satellite, cable and IPTV platforms based on telephone
twisted pair wiring (xDSL) or fibre optical cable and download programme material
from the Internet. The emergence of new television platforms has provided viewers
with new television opportunities, such as more choice and premium content in
comparison with the terrestrial platform. However, viewers must usually pay to
access these services.

The relevance of the terrestrial platform remains. In some countries, such as France,
Italy and Spain, it is the most watched television platform. In other countries,
especially with high cable penetration, the terrestrial platform is still significant
since it is accessed by secondary television sets in bedrooms or vacation homes.

The terrestrial platform has also been the mainstay of free television services. It
offers near-universal coverage and makes almost all services available without a
subscription fee. Broadcasters with a public service remit depend upon the terrestrial
platform to reach all viewers.

The launch of DTT services has revived the terrestrial platform in some countries.
The launch of a new multichannel service, often freely available, has helped the
terrestrial platform to successfully compete with other television platforms. Public
service broadcasters have played an important role in offering new content for the
DTT platform.

While European broadcasters have generally focused on increasing the number of

television programme services available to viewers, broadcasters in the United
States, Japan and Australia have offered high-definition television services. Digital
switchover has also allowed for the launch of portable and mobile television
services.

However, not all analogue terrestrial viewers will necessarily convert to the DTT
platform. In Sweden, it is estimated that 20% of analogue terrestrial viewers did not
adopt the DTT platform but rather chose an alternative television reception mode.

DTT services for all

In many countries, public services broadcasters are obliged to make their services
available to all viewers and have relied on the terrestrial platform to fulfil this
obligation. Yet, near-universal coverage of DTT services is generally not possible
without switching off the analogue terrestrial platform since the frequencies used by
analogue services are needed expand DTT coverage. This is especially pertinent in
areas where spectrum capacity is limited.

Most countries that have launched DTT services without undertaking analogue
switch-off beforehand have not been able to provide near-universal DTT coverage.
In the United Kingdom, public service broadcasters can only reached 80% of the
population prior to analogue switch-off but will reach 98.5% of the population
following switch-off. Exceptionally, DTT services in Finland and Denmark have
reached nearly 100% of the population prior to analogue switch-off.

6
 DTT population coverage in Europe

Prior to analogue switch-off After analogue switch-off

Country PSB multiplex Other multiplex PSB multiplex Other multiplexes
Andorra 99% 99% 99% 99%
Denmark 99% Not launched 99% 97%
Finland Analogue switch-off completed 99.8% 99.8%
France 85% 85% 95% 95%
Germany 83% n/a 90% TBC
Italy 85% 65-70% TBC TBC
Netherlands Analogue switch-off completed 98% 98%
Norway 80% 80% 95% + satellite 95%
shadow areas
Spain 85% 85% 98% 96%
Sweden Analogue switch-off completed 99.8% 98%
Switzerland Analogue switch-off completed 99% n/a
UK 80% 73% 98.5% 90%

Section

Key factors affecting switchover strategies

Certain key factors will impact which approach chosen for digital switchover. These
factors include the size of the terrestrial platform, the availability of spectrum, DTT
penetration and coverage as well as compliance with international obligations.

Size of the terrestrial platform

Countries with very few households relying on the terrestrial television platform will
be able to switch-off their analogue platform quickly and with little risk of causing
viewers to lose television services. This has been demonstrated in highly cabled
countries, such Luxembourg, the Netherlands and Switzerland which completed
analogue switch-off quickly.

In calculating the size of different television reception platforms in a given country,

only the reception mode used for the primary television set is determinant.
Considering that most television households own an average of 2.2 television sets
and that most secondary television sets rely upon the terrestrial platform, the
importance of the terrestrial platform is often overlooked.

7
Share of terrestrial-only households (primary television set)

Netherlands
Switzerland
Germany
Denmark
Austria
Ireland
Norway
Sweden
Finland
United Kingdom
Portugal
France
Spain
Greece
Italy

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Source: EBU

Spectrum availability
The availability of spectrum will determine whether a given market can
simultaneously offer analogue and digital terrestrial services. In some countries, the
launch of DTT services is contingent upon switching off analogue services.

In Switzerland, partial analogue switch-off took place before DTT services could be
launched. In Germany, the simulcast period has been short, ranging from a period of
3-9 months. In most countries, near-universal DTT coverage is generally not
possible without first completing analogue switch-off.

DTT penetration and coverage

As increasing numbers of terrestrially-dependent households convert from analogue
to digital television services, it becomes feasible to switch-off the analogue
platform. Yet the take up of DTT services is directly linked to the availability of
services (coverage), the appeal of the service offering (content) and the cost of the
service (price of receiver).

In an open market, viewers will ultimately determine the speed of DTT penetration.
Coverage, on the other hand, will be determined by the availability of frequencies
and the man-hours needed to provide transmitting stations with digital equipment.

International obligations
International obligations determine how countries use and share frequencies. The
Geneva 2006 Agreement determined the date when countries in Europe, Africa and
parts of Asia are no longer obligated to protect the analogue services of
neighbouring countries from interference. The World Radiocommunications
Conference, held every four years, determines which type of services can be
provided in different frequency bands. Both of these international treaties make up
international law and must be respected by the signatories.

8
 In Europe, the European Commission has recommended that its members complete
analogue switch-off by 2012. While not formally obliged to respect this deadline, it
can be expected that Member-States will attempt to do so.

Section

Digital switchover strategies

Several approaches to digital switchover have been adopted. The launch of DTT
services can be directly linked to the switch-off of the analogue platform with the
frequencies made available through switch-off immediately re-used to launch further
digital services. Alternatively, DTT services can be launched on a national level
with a significant simulcast period and analogue switch-off taking place thereafter.

Although the cost of simulcast is high, its duration will be determined by the number
of households that depend on the analogue transmissions and how quickly these
households can be converted to alternative television service.

The actual process for analogue switch-off can take place gradually using a phased
approach or rapidly in an approach that switches off services at a national level.

Phased approach to analogue switch-off

In a phased approach, analogue switch-off takes place in a given country region by
region. DTT planners prepare a timetable detailing when analogue transmitters will
be shut off throughout the country.

It can be adopted regardless of the approach used for the launch of DTT services.
Rather, it is the amount of time between the launch of DTT services and the
completion of analogue switch-off that will vary between markets.

A phased approach provides several benefits. First, DTT planners can apply the
lessons learned in one region to improve the process in another region. Should
something go wrong, the ‘damage’ is limited to a single region. Second, the released
frequencies can be re-used in a neighbouring region in order to increase its DTT
coverage and expand the DTT service offering. Finally, this approach allows DTT
planners to spread the cost and resource the effort of digitalisation more
manageable.

The approach has been used in Austria, Germany, Norway and Sweden. Other
countries likely to use this approach include Spain, France and Italy.

In countries that have opted to launch national DTT services before beginning
analogue switch-off, it has been possible to observe how the DTT market develops
before finally deciding how and when to end analogue services. This has generally
been the case in countries with many households depending on the terrestrial
platform.

9
Where to begin the process?
Determining where to begin the analogue switch-off process varies between
countries.

Some countries, such as Germany, have begun the process in large urban areas with
high population densities but few transmitters. This option does not necessitate
extensive planning to simultaneously switch several transmitters and corresponding
gap-fillers in a coordinated way. However, it can be fraught with risk given that
many people, often numbered in millions, are affected by a process that has not been
trialled elsewhere.

Other countries, especially those with a high reliance on the terrestrial television
platform, have opted to begin the process in areas with low population densities. By
doing so, the process can be trialled several times and experience built up before
affecting large population centres. This has been the case in Sweden and is part of
the planning approach taken for the United Kingdom. In France, analogue switch-off
is likely to begin in the areas where DTT services were first launched and thus have
had the longest experience with the service although exceptions may arise in border
regions due to international frequency coordination issues.

In some countries, analogue switch-off has been tested in pilot areas. Spain will trial
analogue switch-off in Soria (Castile and León) in 2008. In Italy, pilots have taken
place in Sardinia and Val d'Aoste.

How long should the process last?

Each country will need to determine the number of phases necessary, the regions
affected in each phase and the order in which each phase will complete digital
switchover.

In Sweden, the analogue switch-off process consisted of five phases between

September 2005 and October 2007 while, in the United Kingdom, the process in 14
phases will last from 2008 to 2012. Although France has not yet published its
analogue switch-off roadmap, differences in opinion have emerged between
broadcasters and the network operator regarding the time necessary to complete the
project. While some broadcasters prefer to begin the process in mid 2009 for
completion by 2012, one network operator favours beginning in 2010 with a more
speedy process to be completed in an 18-month period.

In a phased approach to analogue switch-off, technology choices made at the time of

the first phase will determine the technology status for the entire switchover process.
For this reason, a slow process beginning too early could hinder the introduction of
new technology and services.

National approach to analogue switch-off

In a national approach to analogue switch-off, analogue services are ended
simultaneously across the whole country. All viewers benefit from the advantages of
digital switchover, as viewers are treated equally and given the same access to
services but equally all suffer from the need to equip for digital.

However, this approach can only be adopted after DTT services have been launched
and made available to all viewers. In Finland, where DTT services reached nearly
100% of the population, it was possible to switch-off the analogue platform on one
set date. This approach was adopted in Finland, Andorra, the Netherlands and
Luxembourg and is planned for use in Denmark.

In a unique variation to this strategy, the Swiss public service broadcaster SRG-SSR
switched off two out of its four analogue channels across the country as early as
March 2002. It was only after this partial analogue switch-off that it launched the

10
DTT platform. However, such action was acceptable to viewers only because of the
low dependency on the terrestrial platform.

When a single date for analogue switch-off is selected, any delays can have negative
consequences if not properly managed.

Other factors to consider

In establishing an analogue switch-off roadmap, planners must consider such issues
as the speed of the process, the channel order and the timing.

Speed of digital switchover

Planners must consider how much time it will take the broadcast community,
including viewers, to prepare. In a phased approach, planners must consider the total
number of phases necessary and the length of each phase. This will then determine
how long it will take a given market to complete the process.

Analogue switch-off cannot advance too rapidly without the risk of disenfranchising
viewers. The speed of the process will be determined by the time necessary to
ensure that viewers no longer depend on the analogue terrestrial platform. However,
many viewers will wait until the last moment to purchase the necessary conversion
equipment. In Sweden, 40% of DTT receivers were purchased no more than 1
month prior to switch-off. This indicates that it may only be the setting of a firm and
well publicised analogue switch-off deadline that will ensure all viewers convert to
digital television.

Given the complexity of upgrading transmission antennas, especially those mounted

on tall masts in geographically mountainous areas, it is necessary that good weather
prevails. It is not feasible to upgrade transmission equipment in the winter in many
countries. For a country that has many transmitters to upgrade, it will take
significant time to upgrade all of them, especially if this work can only take place
during the summer months.

Consumer manufacturers will need to be given advanced warning on the pending

analogue switch-off date to ensure that they make sufficient quantities of DTT
receivers available for viewers to purchase.

Order for switching off channels

Two methods for switching off analogue channels have been used.

In the first method, all analogue channels are switched off simultaneously. This
prevents any one broadcaster from apparently receiving preferential treatment
compared with other broadcasters. In Finland, where this method was used, one
analogue channel carried teletext information on accessing television services in the
two week period following analogue switch-off as shown in the picture below.

11
In the second method, one or more analogue channels are switched off several days
or weeks ahead of the other analogue channels. Viewers are eased gradually into
analogue switch-off by first losing some services before the full process is
completed. Ticker texts overlaid on the programming notify viewers that the
analogue service they are watching will soon close.

In Sweden, all channels except that of the main public service channel, SVT 1, were
switched off together. SVT 1 was switched off two weeks later. In the United
Kingdom, the second public service channel, BBC 2, was switched off nearly one
month before the remainder of the analogue platform in Whitehaven, the switch-off
pilot in the Border region. However, this strategy may not be adopted in other
regions.

Choosing the right time

The date chosen for analogue switch-off can impact the success of the process. The
time of the year, the day of the week and the events on the political and sporting
agenda must be taken into consideration.

It is best to avoid analogue switch-off during the winter and summer months.
Technically, it can be very difficult to work on transmission equipment in the
winter, thus making it difficult to roll-out DTT services. For viewers, switch-off
should be avoided during the summer when many go on holidays and are less likely
to receive publicity information and may not prepare properly. Countries that have
begun analogue switch-off have generally done so in the spring and autumn months.

Choosing the correct day of the week is also important. Weekends, when viewers
are more likely to watch television during the day, should be avoided. In addition,
the many viewers who will generally wait until the last minute to buy a DTT
receiver will not have much time to make their purchase should shops be closed on
Sundays. Information is also more difficult to source on weekends.

In Sweden, analogue switch-off caused disruption to television services for a full

day despite thorough and efficient planning. Switch-off was scheduled on a Monday
when very few people watched television during the day. In the United Kingdom,
analogue switch-off has taken place, so far, in the middle of the night.

The calendar for political and sporting events will also need to be taken into
consideration.

Political events, such as elections, could be potentially influenced adversely by

analogue switch-off should problems in the process emerge. For this reason, a brief
pause in the analogue switch-off calendar occurred in Sweden in Autumn 2006 to
prevent any potential impact on the general elections. Similarly, planners will want
to avoid a situation where viewers could potentially lose access to their television
services right before a major sporting event such as the World Cup or Olympic
Games.

12
Section

Key factors for analogue switch-off success

Several factors have been identified to help make analogue switch-off proceed
smoothly in those markets that have begun the process. These general
recommendations have been incorporated into the analogue switch-off plans of
many countries.

All actors on board

Analogue switch-off will require the active participation of all stakeholders in the
television industry. National administrations, broadcasters, network operators and
manufacturers will need to support the initiative and take positive steps to allow for
the completion of the analogue switch-off process.

National administrations need to take political decisions, setting a firm analogue

switch-off timetable. Broadcasters need to ensure that viewers are informed and
continue receiving their television services. Network operators need to make
necessary upgrades to their equipment to allow for digital broadcasting.
Manufacturers need to supply sufficient quantities of DTT receivers in regions
preparing for analogue switch-off.

The support from service providers on other television platforms is also necessary.
These service providers monitor that the marketing around analogue switch-off does
not favour the terrestrial platform but instead informs viewers about opportunities
for television reception across all platforms. They can supply useful information to
viewers while also showcasing their support for analogue switch-off.

By working together, the broadcast industry can ensure a minimum amount of

disruption for viewers.

Strong leadership
The decision to stop analogue television services needs strong leadership to affirm
when and how analogue switch-off will proceed and define a clear roadmap. This
can provide the necessary credibility to the process and help avoid unnecessary
delays. While the government can provide such leadership, it is also possible for a
switchover commission to do so.

Most countries have set-up an organisation to steer the analogue switch-off process.
Such an organisation brings together members of the broadcast industry, as well as
government representatives, and consumer groups. To succeed, the organisation
must be given a clear mandate and sufficient funding to carry out its work.

National analogue switch-off organisations

Country ASO organisation Website

Estonia Committee for DTV n/a
Transition
France France Télé Numérique n/a
Germany Ueberallfernsehen http://www.ueberallfernsehen.de
Italy Italia Digitale n/a
Netherlands Signaalopdigitaal n/a
Norway NTV http://www.ntv.no/
Sweden Digital Switchover http://www.digitaltvovergangen.se
Commission
United Kingdom Digital UK http://www.digitaluk.co.uk
 Effective communications strategy
In order to prepare for analogue switch-off, viewers will need to have access to
adequate information in a timely fashion. They will need to be informed on the
launch of DTT services, the availability of alternative television platforms available
and the date when analogue terrestrial television will end.

Sufficient financial resources

While the cost of digital switchover will vary among countries, sufficient resources
must be available to support communication and marketing activities and help
prepare the vulnerable segments of the population.

Resources can also be used to provide incentives to accelerate the digital switchover
process. Subsidies can be distributed to viewers to help offset the cost of DTT
receivers, or to help develop appealing content for the DTT platform. In Germany,
commercial broadcasters received aid to encourage them to joint with public service
broadcasters in the transmission of services on the terrestrial platform. For European
Union member-states such subsidies require the approbation of the European
Commission to avoid claims of market interference.

Section

5
Focusing on the needs of viewers
A successful analogue switch-off process goes smoothly and largely unnoticed by
the general public. However, an ill-planned process can have profoundly negative
consequences where confused viewers can suddenly lose their television services.

To help viewers prepare adequately, the whole broadcast community needs to

address all television households relying on the analogue terrestrial platform using
targeted communication tools that can reach out to diverse population segments.
Financial support can be necessary while other aid schemes, such as mandating that
digital tuners are included in TV products, have been adopted in some countries.

Communication tools
Communications is the key to providing the general public with information on the
analogue switch-off process. Generally, communication campaigns have included
both national and regional activities. Information provided to third-parties, such as
the media or retailers, can be a further means for reaching viewers.

In providing information about digital switchover, public service broadcasters must

be careful to provide clear information on what will happen and how viewers can
prepare. However, they generally must not promote the DTT platform to the
detriment of other means of television delivery.

National activities
At a national level, general information on what will happen when, and how to
become prepared must be made available to viewers. In some countries, a mascot
has been used to serve as a guide for viewers in the analogue switch-off process
such as the robot Digit Al seen in many of the advertisements in the United
Kingdom.

14
Sweden initiated the use of the eye-catching pink colour in its branding of analogue
switch-off. The colour was omnipresent in each region prior to analogue switch-off
and used in all communications by the government, broadcasters and network
operator. Pink was also the colour of the bus that travelled around the country
providing viewers with information on digital switchover. Advertising in this colour
was also used, including on a Stockholm underground train.

Other tools used in national communication campaigns have included websites,

advertisements in national print media, direct mail and call centres.

Websites with information on digital switchover have been set up in the United
Kingdom, Finland and Sweden, generally by the group responsible for leading the
process. In the United Kingdom, the Digital UK website provides answers to such
questions as what will happen, when, and how to prepare. Information has also been
made available on the websites of network operators, broadcasters with services on
the analogue terrestrial platform and the government. The DigiTV website in
Finland received over 65,000 unique visitors in the week following analogue switch-
off while the network operator Digita reported over 16,000 unique visitors to its
coverage maps.

Television advertisement is a means to reach viewers directly through the broadcast

medium itself. In the United Kingdom, translucent captions about switch-off began
appearing on the analogue programmes of the public service broadcasters
approximately 6 months ahead of the switch-off in the Whitehaven pilot. In the
United States, the Federal Communications Commission has required broadcasters
to run a certain number of public service announcements about the digital transition.
Already, broadcasters have pledged almost $700 million of airtime to these public
service announcements.

Direct mail sent to households is a further means to inform viewers about the
impending switch-off. Letters and brochures were sent to all television households
in Sweden by the government and the network broadcast operator Teracom.
Similarly, information was sent to television households in Whitehaven, in the
United Kingdom and to all homes in Switzerland. In Germany, television viewers in
Berlin were received information prior to their switc-off.

Viewers have also sought out information from call centres set up in Germany,
Finland, Sweden, Switzerland and the United Kingdom. In Finland, the call centre
responded to over 4000 calls, especially in the weekend following switch-off. The
government in Finland also set up an information desk in Helsinki which helped
3000 visitors in the 3 day period that it was available. The call centre used in
Andorra, set up by the broadcast network operator STA did not report an increase in
the number of calls received on the day of switch-off

Regional activities
At a regional level, area specific information is made available. This can include
precise information such as the dates and time for switch-off as well as maps
showcasing the location of a given analogue transmitter to be shut-off and which
households will be affected.

Regional information can also include details on the type of services available after
analogue switch-off is completed since not all areas will necessarily have access to
the same DTT services. Tailored information is needed in areas where it may not be
possible to access DTT services. In France, households that rely on the free-to-air
analogue satellite services on Atlantic Bird 3 which are primarily used to feed
analogue terrestrial transmitters will need to be informed that these services will not
be available after analogue switch-off is completed.

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The channels used to provide DTT services also need to be communicated at the
regional level. Should changes be made to the frequency channels used following
analogue switch-off, viewers will need to know to re-scan their DTT receivers. This
information is especially important for those households that need to manually re-
scan of their set-top box.

As in national campaigns, regional information can reach viewers through

advertisements in local media, posters and banners. As already mentioned, a bright
pink bus travelled around Sweden to provide viewers with information on digital
switchover. The bus made scheduled stops in city centres so that viewers had the
opportunity to visit and ask questions. The date and the time of the visit were
published in the local media.

Communications at the regional level has proven very successful in the United
Kingdom. At the end of 2006, 80% of viewers were aware of digital switchover
compared with over 90% awareness among viewers in the two regions set to lead the
analogue switch-off process. Both of these regions benefited from targeted, regional
communication activities.

Using third-parties
Viewers can also be informed about digital switchover using indirect channels such
as print media and retailers.

Sales personnel in consumer electronic shops are trained to provide consumers with
information on how to prepare for digital switchover. Retail shops have often made
available brochures and other information sheets on digital switch-off and at times
dedicated store space to digital switchover logos and other marketing material. The
Digital Tick logo used in the United Kingdom provides viewers with the guarantee
that the product purchased will work in an all-digital broadcast environment. A
further logo indicates equipment that is judged easy to install based on independent
testing by the consumer group Ricability.

Reaching viewers through the media also proved important in Sweden. The Digital
Switchover Commission spent much time in interviews with journalists from
newspapers, radio and television. Media activities organised included press
conferences, accompanied visits to transmission towers, and breakfast sessions.

In Stockholm, digital switchover representatives visited different newsrooms and

invited the general public to send their questions about digital switchover via email
and SMS text messages. These questions, which were answered individually, were
often used by journalists in their news articles. Generally, the digital switchover
process generated positive media coverage. In the United Kingdom, Digital UK
continually ensures that the media is informed of the analogue switch-off process by
sending out press releases on a regular basis, generally based on research and studies
on the status of the process.

Reaching out to property managers

In the United Kingdom, Digital UK has targeted property managers and landlords in
their communication channels. It developed a special guide which is available on a
special section of their website reserved for property managers. In addition, Digital
UK has established the Home Set for Digital Scheme which recognises organisations
able to provide digital television and switchover information to its residents. In
January 2008, five public housing providers were named the first recipients of the
award.

The government published a Good Practice Briefing on Digital Switchover together

with the Chartered Institute of Housing (CIH). The report sets out the implications

16
of digital switchover for the housing sector, giving clear and objective advice on the
options available.

Similarly in Sweden, where a high number of households rely on collective

antennas, communication efforts targeted property manager. In Andorra, special
outreach activities targeted landlords, property managers and hotel associations.

When to begin?
The amount of time between the official publication of information on analogue
switch-off and the actual switch-off date can vary between countries. Some
countries may not provide much time between the two dates. Other countries,
however, are required to provide a minimum amount of time between the timetable
publication and the first phase of analogue switch-off. This is the case in both
France and the Czech Republic.

Financial support
Often, the most disenfranchised members of society rely on analogue television
services and need to be informed on how to prepare for digital switchover. Yet it is
this group which can be the most difficult to reach through traditional information
campaigns.

Low-income and other disadvantaged households

Many households will need help with the digital transition. For some, financial
assistance will be necessary to enable the purchase of equipment allowing for the
reception of digital services. For others, physical assistance will be necessary to help
set-up new digital equipment.

Deciding who should benefit from this help has been addressed by some national
governments. In the United Kingdom, the Digital Switchover Help Scheme with a
budget of £600 million has been set-up to provide an estimated 7 million households
with support. Such support includes equipment to convert one television set, help
with installation and an aerial replacement if deemed necessary. Households with at
least one member that is aged 75 years or over or has a significant disability are also
eligible for the programme.

However, because many people that are not eligible for this help scheme will also
require assistance, Digital UK has been working closely with local charities,
volunteer and consumer groups to help all those who need it. It is funding an
initiative, Digital Outreach, which commissions digital switchover assistance
programmes to charity organisations.

In France, the government has set aside funding for digital switchover projects. This
ensures that all households that are exonerated from paying the television license
fee, based on age or income levels, will receive financial support. Furthermore,
support is also available to those households that can only access television services
using the analogue terrestrial platform. Aid may also be granted to households
located in border regions should it be necessary to speed the analogue switch-off
process.

In its consultation on analogue switch-off, the broadcast regulator, Conseil supérieur

de l'audiovisuel CSA), has recognised that local governments and associations will
play a key role in providing assistance. However, the delivery of support for
collective entities such as hospitals, schools and old-age homes, is yet to be defined.

In some countries, financial aid has been handled through social services (e.g.
Sweden and Germany). In Berlin, approximately 6000 set-top boxes were
distributed to low-income families who relied on the terrestrial platform for
television access but could not afford a DTT receiver. However, as the cost of a

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DTT set-top boxes continue to drop, they become more affordable to an increasing
proportion of homes.

General subsidies for all households

In some countries, financial support has been made available to households
regardless of income levels or need.

In the United States, the government has set aside $990 million to help viewers
purchase digital converter boxes. Households, regardless of their television
reception or income, can apply for up to two coupons worth $40 each to use towards
the purchase of a digital set-top box.

In Europe, very few countries have granted similar subsidies to households. The
European Commission has been vigilant in ensuring that its rules governing
competition and platform neutrality have been observed. Only subsidies that can be
used across all television platforms are permitted.

Following its argument for platform neutrality, the European Commission declared
the subsidies granted to viewers in Italy from 2003 until 2006 illegal. The subsidies
were used towards the purchase of set-top boxes enabled for open interactive (i.e.
MHP) services, but which in practice could only be used for DTT receivers.

The European Commission has published guidelines on aid governments can grant
to ease the digital transition. In accordance with these guidelines, the Austrian
government established the Digitalisation Fund to help households with the purchase
of digital receivers.

Other countries in Europe have not granted subsidies to viewers.

Targeting households with communal antennas

Households relying on a common antenna (SMATV) for the distribution of
terrestrial services are indirectly affected by analogue switch-off.

In these buildings, the head-end distribution equipment can receive the terrestrial
analogue signals which is then re-modulated and distributed to each household using
a local analogue coaxial cable network. In preparation for analogue switch-off, the
distribution equipment needs to be converted to replace the analogue tuners with
new DVB-T receiver modules.

In some countries, the number of households that rely upon a communal antenna for
their television reception is quite high. In Spain, the government has put in place
measures to help finance part of the cost of SMATV conversions. As a result, the
conversion of collective antennas for DTT reception is well underway. According to
the Nacional Association of Telecommunication Installers (FENITEL), more than
half of collective antennas had been converted by early 2008 compared with a
conversion 30% of such antennas in early 2007.

Because of the time necessary to upgrade communal antennas, action must be taken
early.

Mandating digital tuners

Considering that all analogue equipment must be converted as part of the digital
switchover process to remain functional and that households generally own an
average of 2.2 television sets, in addition to an analogue video recorder, the amount
of analogue equipment to be converted to digital adds up to relatively high numbers
in most countries.

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 However, the increased proliferation of television sets with an integrated digital
tuner (iDTVs) can ease the digital conversion task. Already, many of the major
consumer electronic manufacturers only sell television sets with an integrated digital
tuner which thus helps to limit the number of television sets that need to be
converted.

In Europe, only France and Italy have mandated digital tuners in television sets.
Since March 2008, retailers in France have been obliged to sell television sets with a
digital tuner while in Italy such an obligation will come into effect in June 2009. In
addition, all HD-ready television sets sold in France must include a digital tuner and
HD decoder as of December 2008.

While it has not mandated digital tuners, the United Kingdom has benefited from the
decision by several major retailers, including Currys and Dixons, to stop selling
analogue television sets. It should be noted that even as late as 2004, for every one
DTT receiver sold, two analogue television sets were purchased.

The United States has made digital tuner mandation a cornerstone of its digital
transition policy. Since March 2007, manufacturers have been obliged to include a
digital tuner in all television sets.

Section

After analogue switch-off

The digital dividend can be defined as the spectrum capacity released after analogue
television services have switched to digital technology. However, it is not until all
countries in a given area have completed analogue switch-off that the true benefits
of digital switchover can be realised. This has been recognised by the European
Commission which has encouraged its members to complete switch-off by 2012.

The size of the digital spectrum available for each country has been identified in the
digital plan established as part of the Geneva 2006 Agreement. This agreement
defines the number of "coverage layers" countries have been allocated for the
provision of DVB-T and T-DAB services in frequency bands III and IV/V.
Although "coverage layers" have been allocated for broadcast services, it is possible
for national administrations to allocate frequencies for other types of services so
long as they do not require more protection or cause more interference than allowed
for in the Plan.

At the World Radiocommunication Conference (WRC-07) held in November 2007,

many national administrations approved the introduction of new types of services in
the terrestrial bands traditionally reserved for broadcast services. By doing so,
national administrations have provided themselves with flexibility in deciding how
any available spectrum could be used. Options could include new or improved
broadcast services, converged television and phone services, mobile datacasting
services or wireless broadband services.

The European Commission has promulgated the adoption of market principles in the
allocation of the available frequencies which could allow for the introduction of
such tools as spectrum auctions and trading as part of its proposed telecom reform
package currently under discussion.

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In the United Kingdom, the communications regulator OFCOM has announced
plans to auction frequencies in the UHF band. In the United States, the auction of
ten-year licenses for UHF frequency channels 52-69 generated $19.6 billion. A
majority of these licenses were purchased by two leading telecom operators, Verizon
Wireless and AT&T. Other countries, however, may prefer to allocate frequencies
using beauty contests or other traditional methods.

The decision on how to allocate the digital dividend and for what services promises
to bring new challenges for the future.

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Impact of the WRC-07 on terrestrial bands

The World Radiocommunication Conference 2007 (WRC-07) met in Geneva from

22 October until 16 November to discuss the worldwide use of radio frequencies and
modify the Radio Regulations, the international framework governing the use of
frequency spectrum and satellite orbits, as necessary. The Conference brought
together 164 national administrations from around the world, with countries divided
into regions representing Europe, the Middle East and Africa (Region 1), the
Americas (Region 2), and Russia and Asia Pacific (Region 3).

'Agenda item 1.4'

A key issue for broadcasters was handled under agenda item 1.4, concerned the
allocation of mobile services in the terrestrial frequency bands between 470-862
MHz traditionally reserved for broadcasting. Some countries had requested that
mobile services be given co-primary status alongside broadcasting in these bands.

For the United States delegation, which supported a global allocation of mobile
services in these bands, doing so would enable the development of wireless services
worldwide without fear of market fragmentation. All countries in Region 2 and
several countries in Region 3, including China and India, agreed to this position and
accordingly have allowed mobile services to use the frequency range of 698-862
MHz. However, countries in Region 1 and remaining countries in Region 3, have
limited mobile services a smaller frequency range.

For countries in Europe, the question raised heated debate with a common position
only possible after a marathon-long discussion session. The final agreement reached
allows for mobile services to be proposed in the frequency bands between 790-862
MHz after 17 June 2015, the date when the analogue / digital broadcast transition
period for Region 1 and Iran ends as per the Geneva 2006 (GE-06) Agreement.

However, not all countries agreed with this compromise. Because the introduction of
mobile services in the frequencies between 790-862 MHz is generally delayed until
June 2015, 65 countries decided in two footnotes (5.316 and 5.316A) to make these
frequencies available for mobile services immediately.

Resolutions protecting broadcast services

All national administrations agreed to two resolutions in the Final Acts of the WRC-
07 to offset the potentially harmful effects of mixing IMT and broadcast services in
the same frequency bands.

The first resolution, number 224, recognises the primacy of the GE-06 Agreement in
Region 1 and calls for the protection of broadcast services from any interference
caused by IMT services. The resolution notes that "mobile services shall be subject
to the application of procedures contained in the GE-06." In addition, countries
planning to implement mobile services in the frequencies between 790-862 MHz
must coordinate with neighbouring countries prior to implementation. Mobile
services not requiring coordination must not "cause unacceptable interference to, or
claim protection from, stations of the broadcasting service..." Thus, the resolution
safeguards broadcast services from the introduction of mobile services.

The second resolution, Com 4/13, calls on the ITU to study the impact of the use of
the frequencies 790-862 MHz by mobile applications. Because these frequencies can
be allocated to non-broadcast services, it will be important to understand how these
new services could impact broadcast services. The resolution recognises the
importance of "protecting the services to which the frequency band is currently
allocated." The results of these studies will be presented at the next meeting of the
World Radio Conference in 2011.

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Appendix

Country DTT launch Official ASO date

United Kingdom 1998 2012
Sweden 1999 Completed
Spain 2000 / 2005 2010
Finland 2001 Completed
Switzerland 2001 Completed
Germany 2002 2008
Belgium 2002 2012
The Netherlands 2003 Completed
Italy 2003 2012
Andorra 2004 Completed
France 2005 2011
Czech Republic 2005 2011
Denmark 2006 2009
Austria 2006 2010
Norway 2007 2009
Ireland 2008 2012
Portugal 2008 2012
Greece To be confirmed 2012

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 www.digitag.org

Digital Terrestrial Television Action Group

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