Digitalization
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The document summarizes Estonia's transition from analog to digital television broadcasting which was set to be completed by July 1, 2010. It describes the project objectives of informing Estonian viewers about the transition and ensuring awareness of the deadline. Approximately 173,000 households relying on analog signals would need new equipment or subscriptions. Extensive media coverage promoted the switch, and a survey found 99.6% of Estonian homes could receive channels after the transition without a major increase in unavailable service.
Digitalization
- 1. Project: Transition to digital television broadcasting in Estonia Category: PUBLIC SECTOR COMMUNICATION Summary In spring 2008 Estonian parliament adopted the law that defined switch-off date of analogue terrestrial television: July 1, 2010. At that moment approximately 1/3 of Estonian households (173,000) watched an old analogue television via regular antenna and had to purchase new equipment (set-top-box or digital TV set) or subscribe TV channels from service provider to ensure continuous TV reception. The main objective was to motivate this target group to make its decisions and act before switch-off deadline July 1, 2010. Extensive media coverage was achieved: 3015 articles were published between March 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in a day. Although primary target group was mainly conservative and rather against any changes, lived in countryside, was with higher average age and earned often minimum salary or retired, was transition to digital television successful. Most TV viewers implemented transition before deadline despite of economic crisis. According to survey of TNS Emor, 99.6% of Estonian homes with TV sets were after transition able to view Estonian channels and amount of households without TV availability did not increase significantly. Situation 96% Estonian households (560.000) have at least one operational TV set. In the end of 2007 only two Estonian TV channels were digitally available via regular aerial antenna and only 5000 homes had set-top-boxes. In spring 2008 Estonian parliament adopted the law that defined switch-off date of analogue terrestrial television: July 1, 2010. At that moment approximately 1/3 of Estonian households (173,000) watched an old analogue television via aerial antenna and for continuing TV viewing had to: · purchase new equipment (set-top-box or digital TV set) or;
- 2. - subscribe TV channels from service provider (cable TV, satellite TV, digital TV, IPTV) before analogue TV switch-off deadline July 1, 2010. Objectives · To inform all TV viewers and Estonian society about transition to digital television broadcasting (DTT). · To advice TV viewers about practical aspects of DTT (need for set-top-boxes, modernization of antennas and cables, re-configuration of reception systems at homes etc.). To ensure awareness of transition process by deadline of analogue switch-off in July 1, 2010. To minimize political risk of postponing existing deadline. Primary target: -Mainly Estonian speaking -Mainly countryside, especially Central and South -Regions -High average age -Often earns minimum salary or retired -Mainly conservative, against any changes Strategy Main message: digital terrestrial TV brings at your home all national channels (twice more than via analogue TV). More detailed messages were divided according process time-line. In 2008: – All Estonian channels are digitally available via regular antenna – Whole country is covered with digital TV
- 3. – Unique content: free Olympics channel (ETV2) In 2009: – Start watching digital TV already today – Report your problems: we will improve TV coverage – All preconditions are created for transition: coverage of digital TV is wider than old analogue coverage, more free channels, pre-tested set-top-boxes are cheaper than earlier, equipment is sold across Estonia, website and helpline are launched In 2010: – Countdown: x days to transition deadline – Ask help early: (practical advice to implement transition) Main message to Russian-speaking target group: do not do anything (97% of that target group were already viewers of cable, satellite or digital TV and were technically not concerned by the transition). Execution Open and active communications Continuous information flow to national and local media Regular media events: project launch in distant Ruhnu island (the first area that had only digital TV transmission); launch of “Digilevi” (DTT) compatibility logo for pre-tested receivers; all Estonian channels are digitally available; Estonia is covered with digital TV; official press conference 2 days before deadline; switch-off of analogue TV network in Tallinn TV Tower Quick re-active media relations: zero tolerance toward misinformation Publishing process monitoring surveys in quarterly Support for new opportunities: HDTV live broadcasts from Song Festival and Eurovision, channels switch to wide screen Co-operation with TV stations: launch of new digital channels, special broadcasts, screen graphics before transition etc. Co-operation with service providers, retailers and antenna installers Information events road show in all counties Manuals for local governments and social care officials
- 4. Website, helpline, direct mail, newspaper inserts, simple manual in Estonian and Russian Documented Results Analogue TV network was switched off and transition to digital television broadcasting took place on July 1, 2010 as planned 2.5 years earlier. Most TV viewers implemented transition before deadline despite of economic crisis. According to survey of TNS Emor, 99.6% of Estonian homes with TV sets are able to view at least 4 Estonian channels and amount of households without TV availability did not increase significantly. Extensive media coverage was achieved: 3015 articles and other media hits between March 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in a day. Media relations were the most intensive during January-July of 2010 when 1246 articles about digital television were published (an average of approximately 5.9 coverage in a day). Most of media coverage was neutral or positive, some negative user experiences did not lead discourse in public. Digilevi (DTT) website www.digilevi.ee