A report from GfK Temax indicates that the financial crisis and rising interest rates resulted in overall spending on consumer electronics being down by 1.6 per cent in Q1, but digital TV set-top box sales have bucked the trend and grown since last year. The 38 per cent rise in set-top boxes is thanks largely to ongoing campaigns for the digital switchover and the appeal of high definition digital television.
With major sporting events such as the State of Origin and World Cup fast approaching, it is expected that these figures will continue to grow. GfK account director Neil Frackiewicz has stated that the fight for superiority between digital TV vendors could lead to greater purchase figures. “With forward promotion and giveaways, it will be a very competitive market,” he said.
Networks such as ABC and Channel Nine have been benefiting from the switch due to their range of digital channels, with the ABC hoping to launch a fourth channel sometime this year. “The rise of digital television is not only a quality issue, but people are switching off analog, so it’s a necessary choice,” said an ABC spokesperson. “It offers more choice and better quality, and that’s the way the Australian market is going.”
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