The head of the UK’s Freesat digital service believes viewers will begin to resent paying for HDTV as increasing numbers regard it as the new “standard”.
Emma Scott, managing director of Freesat, which launched in May, said there were already over 10m HD ready TV sets in UK homes.
But at the time of Freesat’s launch only around 5 per cent of those HD ready homes were actually watching television programmes in high definition – and by subscription.
Addressing the Broadcast Digital Channels Conference 2008 earlier this month, she said consumers and retailers wanted HD content– but it was the broadcasters that had taken a while to catch up.
“Free HD is a long term opportunity for broadcasters and for Freesat,” she said. “HD is not a gimmick, it’s a new standard for television and one which every broadcaster I’ve met would love to deliver its content in."