Failure to grasp digital TV clout

The self-confessed lack of understanding of digital television has let Bob Hand down in his assessment of its impact (Letters, MW August 20).

What Hand does not appreciate are the wider applications of digital TV for both the marketer and viewer.

Consumers will become “choosers” and claim ownership of the media. They will have a huge range of programming, computer games and sites to choose from

More importantly, they will be able to opt in or out of advertising. However, it will be possible to monitor viewing habits of individuals and households and match this against conventional lifestyle data to tailor specific messages to consumers. Whether they want to receive them will be another matter. The conventional mass market approach will be superseded by targeted, interactive promotions.

The costs involved in the entry into digital television for the consumer will not present the barrier that Hand claims. Set-top boxes currently retail at 130 and are becoming cheaper all the time.

Marketers will have to accept consumers influencing products and taking command of the media.

Andrew Hillary

Managing director

Clearwater Communications

London W6

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