DVB-T penetration reaches 6% of Hungarian households in 1Q10

Wednesday, May 5th, 2010 
Antenna Hungária logo

A 33% growth was recorded in the total number of DVB-T MPEG-4 compatible receivers at the Hungarian households during the first quarter of 2010 compared with the previous quarter. At the end of March, 6% of the Hungarian households had a DVB-T ready receiver at home. Simultaneously the actual usage of the MinDig TV service has reached an important milestone: the usage penetration by now is estimated to be approximately 10% of the total number of terrestrial households.

The conversion of the analogue terrestrial households is the critical factor regarding the switch-off of the analogue terrestrial frequencies. Antenna Hungária (AH) is fully committed to support the Hungarian Authorities in the successful implementation of the analogue switch-off process as per the Digital Transition Act prescriptions, while making sure that none of the 2 million Hungarians who are using the terrestrial platform is left behind.

The number of sold DVB-T MPEG-4 compatible equipments more than tripled in the past 5-6 months due to the launch of the MinDig TV promotion campaign and due to the decreasing prices. After the more than 50% price decrease in 2009, an additional 18% average price drop for the DVB-T MPEG-4 set-top-boxes was recorded in the January-March period. The process is also boosted by the distribution of flat-screen TVs, as today we can hardly find LCD or plasma TV-set marketed in Hungary without the necessary DVB-T MPEG-4 tuner for the reception of the MinDig TV service.

Antenna Hungária uses the monthly sales statistics of GfK Hungária Kft. for the compilation of its monthly research. According to the very recent sales figures as of end of March, around 6% of the Hungarian households had DVB-T MPEG-4 receiver (set-top-box, integrated TV set, PCI card or USB stick) at home. 33% growth was recorded in the total number of DVB-T MPEG-4 compatible receivers at the Hungarian households in the first quarter of 2010 compared with the previous one.

The actual usage of the MinDig TV service has reached an important milestone: the usage penetration by now reached approximately 10% of the total number of terrestrial households. The rhythm of the digitalization was faster on the terrestrial platform, than on the cable platform in the previous months. The conversion of the analogue terrestrial households is the critical factor regarding the switch-off of the analogue terrestrial frequencies, as the cable and satellite platform users are not affected by it and anyway do not have a binding switch-off date for their analogue services.

“Since in our view there are no second-class citizens in Hungary, each of them count and should not be left behind at the time of the analogue switch-off. Hence a proper rate of conversion of the terrestrial households to digital is the most critical precondition of a successful and safe analogue switch-off. This was understood in all countries where the analogue switch-off took place, for example in the US, where the analogue switch-off did not take place till more than 80% of the terrestrial households were already converted to digital. In France the analogue switch-off process was just recently launched when close to 80% of the terrestrial households were already converted. We believe that reaching a similar conversion rate – 80% of the terrestrial households – should be a precondition for executing the switch-off of the analogue terrestrial television networks in Hungary” – emphasized Jean-Francois Fenech, Chief Executive Officer of Antenna Hungária.

Antenna Hungária Group is contributing even more than committed to the successful analogue switch-off with an intensive communication campaign, with additional digital transmitters, with an extended alliance with the electronic retail and antenna installation market players and with a soon to be extended program offering, as these are going to be the key elements in boosting the confidence of consumers into the new platform and therefore in driving penetration up.

AH is fully committed to support the Hungarian Authorities in the successful implementation of the analogue switch-off process as per the Digital Transition Act prescriptions, while making sure that none of the 2 million Hungarians who are using the terrestrial platform is left behind.