From analogue to digital terrestrial television : how to ensure universal access after the analogue switch-off?

When talking about the digital age, the digitisation process of the television landscape catches the eye. Dependent on the specific characteristics (geography, existing infrastructure) of each Member State, the transformation from analogue to digital television in Europe has been initiated from one of the traditional transmission channels (terrestrial, satellite or cable). Digitisation has now reached a crucial phase, i.e. the replacement of the analogue terrestrial system by its digital equivalent. The European Commission has urged all Member States to switchover from analogue to digital terrestrial television by 2012. This analogue switch-off has consequences for both users and providers of television services, particularly for public service broadcasters (PSB). This paper focuses on the switch-off plans and strategies in Europe and assesses the implications of the digital switch-off, especially with regards to the role of public service media. After a brief literature review on public service broadcasting in the digital era, we focus on one principle that might be at stake when analogue terrestrial television is to be switched-off: the principle of universality. A substantial part of the citizens who watch television by means of an analogue antenna signal, risk to be excluded or neglected after the analogue switch-off. In the light of democratic and social ideals, European governments must be aware of this and must develop suitable alternatives and communication campaigns. Policy makers are confronted with a duality in the highly competitive digital environment: they must join the digital era by offering additional services via the new digital platforms while on the other hand they are supposed to keep television available for all citizens, including those who watch (analogue) terrestrial television. In this context, the Flemish Government – who scheduled the switchover to digital terrestrial television in 2008 – ordered a study on the profile and needs of analogue television viewers in Flanders. The study, of which the findings are presented in this paper, used a multi-methodological design (a survey supplemented by focus group interviews) to identify the characteristics, media behaviour and needs and expectations of Flemish analogue antenna viewers. On the basis of our research, we can conclude firstly that there are three types of analogue antenna viewers: the primary antenna viewer, the secondary antenna viewer at home, and the secondary antenna viewer in a holiday home/second residence. Making a distinction between these three segments clearly has its implications when it comes to communication. Especially the primary antenna viewer has a distinct opinion. Secondly, the results demonstrate that the antenna viewers are badly informed about the upcoming analogue switch-off, which may lead to a negative attitude and may impede a smooth transition. Lastly, antenna viewers are rather conservative viewers: they wish to keep on watching television on the same place, with the same program offer. Moreover, digital terrestrial television is their most preferred alternative.