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The Digital TV Commission's Final Report

The Digital TV Commission's Final Report

The final report from the Digital TV Commission describes planning • Information model – the campaign framework consisted of direct and implementation of the Swedish digital TV switchover. Between mail, advertising and local meetings; the campaign was gradually 2004 and 2008, was one of the first countries in the world introduced on a local level throughout the country as the switchover to switch out the technology; doing so directly or indirectly impacted reached new areas. just over 4 million households. We learned a lot, including that the • Strategy for switching off – the model entailed gradual switchover four most important factors of success are: throughout Sweden, which enabled information initiatives to be locally adapted and for product offerings to be developed on a • Collaboration – switchover implementation was based on a continuous basis. successful collaboration model and included the following main players: the Digital TV Commission, Teracom, SVT and TV4. The Digital TV Commission hopes that it can contribute to similar • Trademark – the joint “digital TV switchover” trademark helped projects both within and outside Sweden by sharing its experiences create focus and clearly communicated a unified project. and knowledge in the final report. FINAL REPORT The Digital TV Commission’s final report, KU 2004:04 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010 101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 01010101010101 0101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 0 10101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 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0735-250X 0101010101010101010101010101010101010SOU 2008:35 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 01010101010101010101010101010 1010101010 010101010101010101010101010101010101010Stockholm 2008 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 0101010101010101 01010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010 101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 010101010101010101010101010101010101010 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This report signals the conclusion of the Digital TV Commission’s almost four-year appointment. We began informing Sweden’s just over four million households of the major change that was in store for them at the beginning of May 2004. The switchover to digital terrestrial TV has, though, not simply been a matter of switching technology. It has also been a community project that is in many ways similar to the right-hand traffic switchover that took place 1967 in Sweden. In this report, we will look back over the past four years and share our most important experiences. There were Foreword a great many people holding their breath before the switchover on that took place on 19 September 2004. The switchovers on Gotland and in the areas that followed, however, were so smooth that the Commission was at times forced to work very hard to maintain a high level of interest in the issue. An overwhelming majority of Swedish households feel like they have received a sufficient amount of information, and a surprisingly large proportion believe that the effects of the switchover have exceeded their expectations. It is clear that the switchover that we were tasked with coordinating is the start of something much larger. Technical development has accelerated faster than ever before over the past year. The digital receiver that many households initially criticised has become a module that offers new opportunities. New basically contain a dumb screen with a smart receiver. Active work with local presence has characterised the project since the start. The pink digital TV bus that toured from Kiruna in the north to Ystad in the south to inform thousands of TV viewers of the switchover symbolised the switchover in its final operative year (2007). A decisive factor of success was collaboration on the part of the digital TV switchover’s project team. The working model with the Commission as the hub and project manager has functioned well. The digital TV switchover has entailed major challenges in terms of information – everything from making ourselves heard in the media buzz found in the metropolitan areas to reaching out to sparsely populated rural areas. The Swedish digital TV switchover has also attracted a great deal of international interest. The Commission has received visitors and been in contact with around ten foreign delegations interested in learning about the “Swedish model”. The Swedish success has also received attention from the EU. Most of the EU countries are in the early stages of their digitalisation process. The positive experiences and teachings from the project, which was initially so severely criticised, are abundant. Welcome to the future!

Stockholm, February 2008 Lorentz Andersson Index The digital TV switchover in 10 minutes 6 Final report KU2004:04 49 The digital TV switchover in images 145 Appendices 225 Interviews and surveys 277 Reading tips and references 297

4 5 Headline: “Blank tv-screen for 700 000 ”

6 7

Thursday 22 July 2004, debate in the DN newspaper

As a non-political, newly appointed authority, the Digital TV Commission received help early on in get- ting its issues on the agenda. Attention is a positive force, and an increased level of public awareness was one of our first important objectives. The last analogue transmitters were switched off on 15 9 October 2007 in Skåne and Blekinge… …and when the digital transmitters were switched Sweden than in the rest of Europe for situations on at the same transmitter sites a few hours later, such as these? it was clear that Sweden – as one of the first countries in the world to do so – had switched Four factors of success: over to digital terrestrial exclusively. Collaboration among the Digital TV Commis- This was the end of the Swedish analogue TV sion, Teracom, SVT and TV4. None of us could epoch. Was the technical switchover necessary? have coped with the assignment on our own. The answer to this question is probably a resound- The “digital TV switchover” as a concept; the ing “” considering the riot of technical devel- trademark under which all of the stakeholders opment surrounding us. Sooner or later, analogue were collected. transmission technology would become distress- Information campaign: created with a national ingly outdated. Does it have to take place now, perspective, but locally adapted to each phase. under these conditions? Some questions are not Switchover in several phases. A gradual always as easy to answer. We can, though, rest switchover throughout Sweden offered three assured that the Swedish decision and switchover substantial advantages: model will be scrutinised and discussed in the -Information spilled over into the following areas future as well. This is particularly true of the in advance countries that will be faced with a similar technical -Teracom had time to assure the quality of the switchover in the next decade. Speculations of 10 technical conversion 11 this nature, though, have not been an issue for -A sense of clarity and predictability was the Digital TV Commission. Our task has been to communicated to the market. plan and help execute what the Swedish resolved through democratic procedure. The journey has been an overwhelming one for the Digital TV Commission; landscape has quickly fluctuated and changed. After the fact, now that we have finally reached our objective, we can say that the journey has gone unexpectedly well. Why have there been so few problems, and why has it been possible to follow our plans without the ne- cessity of any major modifications? There is no clear-cut answer, but part of the answer is perhaps that Swedes are unusually adaptable. This trait has also been apparent during other all-encom- dtv passing changes in the Swedish society – such as the right-hand road traffic switchover. Could it be that social and cultural resistance is lower in We have learned a great deal as a result of planning The world will change over the Work for citizens Never underestimate the power and providing information about the digital TV course of the project From our point of view, it was obvious that our of habit switchover for the past almost four years. Thus, It is easy to feel dejected when faced with the basic strategy should focus on the need of the Over the four-year campaign period, we observed as an introduction of sorts to the actual report, negative attitudes that a project such as this in- citizen, and that those players who were working that TV viewers behave in much the same way as we would like to convey our most important spires in the beginning. It is important to remember to force the project in a different direction would bank customers do when presented with new of- conclusions. that technical development is moving ahead and not necessarily come through. It was important ferings. They shop around for a period of time, that the market changes on a month-to-month to heed the viewpoints of other players while become interested in new services and new players Problems will always arise, basis. Consumer attitudes change as equipment maintaining focus on the individuals who were – but in the end, they choose to keep the alternative so “just do it”. improves, the number of services increases and actually affected – TV viewers. they had from the start. Major changes will always encounter challenges prices falter. Objective information can accelerate and obstacles along the way. It is impossible to the process by helping TV viewers more easily All news is local news Help the market get off the ground predict future difficulties or prepare solutions in discover the advantages. In terms of information dissemination, we decided In order for a new range of TV products to emerge, advance. Nothing is improved by taking a “wait at an early stage to focus on the local areas included there must be a demand for them. This type of and see” stance – rather, just the opposite is A small, well-organised team with a in each switch-off phase. Interest among citizens demand can only emerge when both consumers true. We faced two main challenges. The first clear mandate achieves more was kept alive, and the local media’s role involved and suppliers feel certainty about a decision. Clear challenge involved coping with the technical The size of the operative organisation should be monitoring and critically reviewing the process. decisions and information from all those involved switchover as such. The second challenge involved limited. A small working group can achieve more – in particular from politicians – signal the market. convincing the general public to purchase digital provided it has a clear mandate. A small group 12 receivers despite their initial resistance. can also coordinate various parties and interests 13 in a smooth and down-to-earth manner. The digital TV switchover in brief

1999 Sweden begins 2004 Digital TV Commission formed 2004–2005 The Commission plans 2006–2007 Phase 2 through 5 carried broadcasting digitally The Government decided to appoint a commission the switchover out according to plan Political discussions on digital terrestrial broad- in March 2004. The commission was to prepare The Digital TV Commission’s first meeting was The Commission’s efforts continued along the casting hail back to the beginning of the 1990s. for the switchover from analogue to digital terrestrial held in May 2004. In its most active period, it same lines, and the very last analogue broad- The first commission for digital TV was appointed broadcasts in collaboration with the impacted consisted of the Commission itself, which met casts were switched off 757 days after the first in 1993, so the issue had already been on the authorities and companies. approximately every other month to discuss switchover on Gotland. Experience helped improve political agenda for several years when the Riks- working strategy, and a secretariat consisting of work during the course of the project. The pink dag decided Sweden would entirely switch over The commission had two primary assignments: 5 people. Autumn 2004 was spent analysing and digital TV bus used during phase 5 grew to sym- to digital terrestrial broadcasts in 2003. The first • present a plan for when analogue broadcasts planning, while spring 2005 was more focused bolise the entire switchover. The final push of the digital broadcasting in Sweden began in April 1999. should cease in various areas on collaborating and networking with other stake- button on 15 October was immediately followed • inform consumers around the country of the holders as well as on intensely disseminating in- by the discussions of who should be allowed to 2003 Decision to switch off switchover. formation to the general public. use the freed-up frequency space – the mobile or analogue transmitters TV industry. In May 2003, the Riksdag resolved that digital TV 14 broadcasts would be expanded and that analogue 2005 Phase 1 completed 15 TV broadcasts would cease. The analogue trans- without mishap mitters were to be shut off in phases, and be com- The first phase comprised Gotland, Motala and pletely shut off by 1 February 2008. A subsequent Gävle – the equivalent of 155,000 households in bill proposed that digital terrestrial broadcasts from 12 municipalities. The phase was initiated on 19 SVT and Utbildningsradion (Swedish Public Service) September 2005, and was concluded in Motala should have the same range as analogue broad- on 21 November the same year. casts and thus reach 99.8% of the population. The Digital TV Commission

1 februari, 2008 Digital-tv-kommissionen second set that uses a regular aerial. Digital-tv-kommissionen är en opolitisk och oberoende myndighet som bildats efter beslut av Planning: riksdagen. Kommissionens verksamhet styrs av ett regeringsdirektiv och uppdraget innebär att Primarily in collaboration with Teracom, our assign- All of Sweden’s just over 4 million households kommissionen ska se till att Sveriges övergång från analoga till digitala tv-sändningar genomförs, och att detta sker på ett så konsumentanpassat sätt som möjligt. Arbetet påbörjades i maj ment involved presenting a plan for how the needed information in order to determine if they 2004 och ska pågå fram till 2008. Uppdraget innebär att kommissionen ska planera, koordinera, informera och rapportera om övergången från analoga till digitala tv-sändningar i marknätet. switchover to exclusively digital broadcasting over were impacted. The Commission had the ambition Digital-tv-kommissionen består av två delar; kommissionen med fem ledamöter och sex experter, samt ett kansli där det operativa ansvaret ligger. Sweden’s terrestrial network should be organised. to offer basic information and facts and to offer In addition to satisfying the requirement for the TV viewers a sound overview of the digital TV Kansliet Kansliet har det operativa ansvaret för att informera, planera, rapportera och hålla i kontakter switchover to be adapted to consumers, the as- switchover. med andra parter såsom Teracom, SVT, TV4, övriga kanalbolag och branschorganisationer. signment should also be completed at the latest Kontaktpersoner i kansliet är: Stina Sandell, huvudsekreterare, [email protected] by the final date for the analogue switch off as Reporting: Gustaf Brusewitz, informatör, [email protected] Pierre Helsén, huvudsekreterare (till 2007-06-31), [email protected] determined by the Riksdag – 1 February 2008. The task of reporting is included in the public direc- Anders Bjers, informatör (till 2007-03-31), [email protected] The terrestrial network constitutes one of four tive for official reports. We are to submit a report Malin Wallin, utredningssekreterare (till 2008-01-31), [email protected]

currently possible ways to receive TV. The other to the Government by the end of February every Kommissionen ways include cable, and broadband. year. This report is the fourth and final report we Kommissionens ledamöter Lorentz Andersson, ordförande och landshövding i Västerbottens län will submit. We have taken an overall view of the Agneta Broberg, avdelningschef, Konsumentverket Mojdeh Zandieh, produktionschef Canal7 16 Coordination: entire period of activity. Anna Serner, vd Tidningsutgivarna 17 Perc Brodén, konsult och f.d. vd Expertkedjan The coordinating assignment included planning Kommissionens experter and implementation of the switchover. The Com- About the Commission and its Peter Schierbeck, - & TV-verket Jesper Svarén, Integrations- och jämställdhetsdepartementet mission’s role was central in terms of optimising secretariat: Roger Suup, Radiotjänst i Kiruna AB Lena Carlsson, Näringsdepartementet resources and ensuring that the switchover was The Digital TV Commission functions much like a Filippa Arvas-Olsson, Kulturdepartementet adapted to consumers to the greatest extent board of directors. We met once a month during Lars Marén, Kulturdepartementet Mer information om Digital-tv-kommissionen och övergången till digital-tv: possible. The inner circle consisted of Teracom, the first year. The need to meet decreased over www.digitaltvovergangen.se SVT and TV4, but other stakeholders in the TV time, and we met only on three occasions in 2007. industry and the municipalities also needed in- Commission members and experts function as formation and know-how to ensure the success representatives of their assignment. The secre- of the assignment as a whole. tariat has been responsible for the operative and everyday work related to the switchover. The Swedish Digital TV Commission Information: The Digital TV Commission has been an independent Commission started its activities in May 2004 and Our single most important assignment has con- authority appointed by government pursuant to the has continued working until the end of March 2008. cerned information. The process of digitalising the switchover decision of the Riksdag. The Commission The Digital TV Commission consists of two parts - terrestrial network impacts all Swedish households has been assigned to ensure that Sweden's switch- the Commission with five board members and six in one way or another. Even if a large proportion does over from analogue to digital terrestrial TV broad- experts, and an administrative office of five em- not use the terrestrial network to watch television, casts is carried out and that this, from a consumer ployees with operative responsibilities. many households have a summer cottage or a viewpoint, is fulfilled as smoothly as possible. The 1958 1969 TV history 1926–2008 Viewing breakthrough in Premier for TV2 on 2007 The last analogue conjunction with the Football 5 December. terrestrial transmitters World Cup in Sweden. The are switched off in number of TV licences 1989 Skåne and Blekinge on increased from 75,000 to The Astra TV satellite begins 15 October. 250,000 that year. operating, which is a breakthrough 1954 for satellite TV in Sweden. 1926 The first attempts to use terrestrial 1970 John Baird, a Scottish TV in Sweden are made. Broad- Sweden receives regular inventor, demonstrates to casts come from the TV board’s colour TV broadcasts. the Royal Institution in temporary transmitters placed at London how moving 1956 the Royal Institute of Technology begins officially 1990 1999 images can be transferred in . broadcasting on 4 September. TV4 begins Digital broadcasting over by using primitive 1936 broadcasting. the terrestrial network TV technology. BBC begins broadcasting begins. on a regular basis.

1930 1935 1940 1945 1950 1955 1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010

Price development between 2003 and 2007 for digital receivers Consumer price incl. VAT, SEK 1987 TV3 begins broadcasting 2006 first in 2 500 commercial TV in Sweden. Sweden to offer pod TV.

Prices fall as digital receivers become a 2 000 staple commodity As is the case with most electronics products, 1986 the price of digital receivers began to decrease Cable TV allowed 1 500 in Sweden. 2006 substantially as demand grew. Many people Broadcasts from the FIFA were concerned that households on Gotland World Cup in are (phase 1) would be forced to pay -high produced for HDTV. 1 000 prices for set-top boxes compared to house- 2006 holds in Blekinge or Skåne (phase 5). The fact Teracom initiates trial was, though, that the greatest price decrease broadcasts using mobile TV. 500 came before the actual digital TV switchover got underway.

Source: Branschkansliets Marknadsinformation 0 AB. February 2007 2003 2004 2005 2006 2007 1980 2008 Permanent Distribution of the freed-up frequencies broadcasts. from the terrestrial network. Technological switchover in five steps

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Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Main transmitter sites Main transmitter sites Main transmitter sites Main transmitter sites Main transmitter sites 19 Sept 2005: Visby 27 Feb 2006: Kisa, Norrköping 6 Nov 2006: Borås, Emmaboda, 12 March 2007: Stockholm 3 Sept 2007: Lycksele, Skellefteå, Storuman, Vännäs 10 Oct 2005: Gävle 3 April 2006: Uppsala, Västerås, Finnveden, Halmstad, Jönköping, 16 April 2007: Sollefteå, Sundsvall, Sveg, Tåsjö, 3 Sept 2007: , , Sunne 21 Nov 2005: Motala Örebro, Östhammar Nässjö, Skövde, Varberg, Vislanda, Ånge, Örnsköldsvik, Östersund 24 Sept 2007: Bäckefors, Göteborg, Trollhättan, 2 May 2006: Bollnäs, Borlänge, Västervik 14 May 2007: Arvidsjaur, Gällivare, Kalix, Uddevalla , Mora Kiruna, Pajala, Älvsbyn, Överkalix 15 Oct 2007: Helsingborg, Hörby, Karlshamn, Karlskrona, Malmö Collaboration with several stakeholders

Operators Operators: Boxer, , , Viasat. Operators are Politics important in terms of TV-viewer buying The Digital TV Commission is a non- decisions. How much TV does the political authority, but we are never- viewer want and which channels are Collaboration partners of interest? Collaboration partners: Teracom, theless steered by political decisions. SVT, TV4. Teracom, which is responsi- We must maintain our integrity and ble for the terrestrial network, played a neutrality, no matter public opinion. The Media central role in technical implementa- We were aware that the media would tion. SVT and TV4 are responsible for be watching and scrutinising us. Our the Public Service broadcasts in Swe- strategy included openness and col- den, and were obvious collaboration laboration – any and all publicity boosted partners. our information dissemination efforts. 22 Digital TV Commission 23

Electronics industry Special interest Manufacturers, retailers and aerial organisations installation engineers Municipalities Special interest organisations such Both a sense of expectation and irrita- Municipalities are close to TV viewers PRO, SPF and HSO (covering interests tion were experienced on the part of and are aware of local prerequisites. of elderly and disabled) serve as in- the electronics industry. On the one Municipalities also served as important formants, as well as a mouthpiece for hand, a sound increase in sales was channels of information for the their members’ special needs. expected; on the other hand, the switchover. switchover was expected to require a great deal of extra work. One strategy – five variations; phase by phase

Phase 1 Challenge Phase 2 Establishment Phase 3 Waiting period Phase 4 Metropolitan area Phase 5 Routine

2005 Autumn 2006 Spring 2006 Autumn 2007 Spring 2007 Autumn The digital TV switchover is initi- A sense of calm settles. Work can The initial sense of concern and The switchover in Stockholm breathes new life into Last and largest. The pink digital TV bus ated in Sweden. Analogue broad- be further developed and settled novelty have worn by the time interest for the digital TV switchover. Dealing with the travels from Kiruna to Ystad as the last casts are to cease at Sweden’s after the first successful phase. the first two phases have been first major city and the existence of a large proportion segments of the terrestrial network are 54 main transmitter sites. Folling- Elements of the project and in- completed. The Riksdag elec- of cable TV viewers force the project team to change digitalised. Interest on a local level is just bo on Gotland was the first to formation campaign are repeated. tion in September 2006 brings their perspective. Information needs, demography and as great as it was at the beginning of the switch over on 19 September Points of contact with consumers about a break in the switchover, the cost of advertising force the campaign to take a new switchover in 2005. Questions, however, 2005. Sweden is one of the first are further developed through the and all of the areas in phase 3 approach. The “Our turn” concept is born. A 50-metre increasingly concern possibilities such as countries to switch over, and a “digital TV days” at busy shopping are scheduled for one single pink train traffics Stockholm’s underground for a three- increased programme offerings and HDTV 24 great deal of attention is focused centres. The question of “why” date: 6 November. The waiting month period. At the same time, the digital TV days instead of problems related to digital TV. 25 on the country. Most issues pose begins to taper off to be more period entails a new challenge and pink digital TV bus are developed; they visit around Most TV viewers are by now well aware of a challenge, but the first phase commonly replaced by “how”. – holding the interest of the twenty locations across the Stockholm county. what the switchover means, and the project goes well. The day after the Representatives from the various general public, the media and team continues working tirelessly until the switchover on Gotland, a journal- platform operators are invited to the project team during the end. On 15 October 2007, members of the ist persists in his quest for news take part in the digital TV days. waiting period. tired group toast the end of 13 historical of something going wrong. switchover days with what in Sweden is Without success. known as a “funeral beer”. Analogue networks are being switched off Noway Planned digital TV switchover: all across the globe in phases 2007-2009 2007 2009

Finland Completed its digital TV switchover on 31 2008 August 2007

Denmark 2009 Planned digital TV switchover: entire country 31 October 2009 2012 2006

United Kingdom 26 Planned digital TV switchover: in phases 2008-2012 2008

Germany Planned digital TV switchover: 2011 in phases 2003-2008

2012 Planned digital TV switchover: in phases 2008-2011 USA: 2009 Spanien: 2010 Kina: 2015 Japan: 2011 Planned digital TV switchover: Sydkorea: 2012 in phases, complete in 2012

Morocco

Tunisia Algeria

Saudi Arabia

Libya Egypt The Digital TV Commission made its debut in 2004 to a stage on which most of the roles were already taken. We are aware that our appearance resulted in a certain amount of disarray. Even if dialogue has at times been sharp, we have always considered the opinions and viewpoints of other players as important for the digital TV switchover process, which is why we want to give them a chance to comment upon the course of events. Thord Eriksson, a freelance journalist, was thus assigned with interviewing various individuals who are in a position to describe the digital TV switchover from a perspective different to our own. We hope the interviews will offer the reader a more Interviews modulated overall view. speaking of the terrestrial network, but we had to a programme about the switchover, and tried to Pierre Helsén, Digital TV Commission, talk about it since the switchover concerned the entice them to do a lot on their own. But then we terrestrial network!” Questions that were being were informed that we shouldn’t try to control their former Principal Secretary raised about the Commission’s neutrality culmi- editorial content. I think SVT was wrong. They were nated in spring 2005 when Resumé, the media passive in the beginning, and then gave it their all, “I usually divide the switchover into three phases tactics and arguments to entice the companies industry’s journal, reported that Pierre Helsén, at 100 per cent. TV4, on the other hand, was with us – the first consisted of pure politics, then there to take part. That was the first thing I had to do. the same time that he was serving as the Com- 100% from the start. There was only dip (when TV4 was the messy and muddled period and finally The second thing was to begin lobbying so that mission’s principal secretary, was also a member was in negotiations with the Government about the operative campaign. The decision to appoint the Ministry would understand we had to introduce of the terrestrial network operator Boxer’s Board. doing away with concession fees; refer to the in- the Commission emerged from the political phase. an element of ‘added value’.” Pierre Helsén sketch- “I had been a member of their Board, but had re- terview with Jan Scherman, TV4’s CEO)”. That was the only decision that had been made es a character called ‘Aunt Agda, 80 years old’ – signed without informing PRV (the Swedish Patent when I took on the assignment. It was an intense a reluctant TV viewer who fails to recognise the and Registration Office). The information was The Commission’s Directive was loosely challenge, a fun assignment. When an assignment immediate value of switching over from analogue correct from a purely formal point of view, but formulated, in particular in terms of who you is attractive, carefully checking prerequisites may to digital TV viewing. “Aunt Agda’s reality was that not in actual fact. I was not serving in both positions were expected to collaborate with and how. not be the most important aspect. If I had checked the Government wanted to switch TV systems. For at the same time. The minutes of the last Board Shouldn’t it have been more specific? them more carefully, I might not have taken on her, this meant SEK 1,000 for a set-top box. She meeting I attended show that I had resigned. It was “I believe the Directive could have been formulated the assignment…the financial prerequisites had might also have to change aerial. Her electricity bill my job to make sure I was no longer listed as a so that it involved all of the players from the start. not been thought through, which I realised at the might increase. She also had to have another piece member of the Board, but practice in Sweden is Doing so would have made life much easier. (SES 30 second meeting with the Ministry of Culture.” Pierre of equipment at home, even though she hates that the company submits the paperwork.” Sirius, a company that owns several that 31 Helsén is talking about the discussions he had gadgets. And what would she get in return? Barn- broadcast over Sweden, filed a complaint with the early summer 2004 with Gunilla Thorgren, State kanalen and SVT24. The added value was in offer- Did the claims of deficient neutrality damage EU Commission at the beginning of 2006. The Secretary at the Ministry of Culture, about the ing more channels.” (The Government the Commission’s efforts? complaint accused the Digital TV Commission, via funds that had been allocated to the Commission. decided to introduce seven more freeview channels “If the Commission’s work is summarised as a civic the Directive, of favouring Boxer’s on the “Nobody knew anything about the issue. I had two to the digital terrestrial network at the beginning information initiative, everything has gone fine, and digital terrestrial network.) If initial contact had been things to do. One was to get them to understand of 2006.) The Commission’s assignment included the claims were not damaging. We were able to established between the Ministry and Sirius, and that there was a complex of problems and that loose formulations of collaboration with various communicate our message powerfully on a very the Government had explained its ambition and money would be required to resolve the problems. unnamed and singled out industry players. “We limited budget. TV4 donated airtime as did SVT said: ‘We would be very happy if you were inter- I wanted them to dictate terms to the three most really wanted to involve everyone, but neither the – but not for our productions, for the simple reason ested in taking part, and on what terms would you involved parties, that is Teracom, SVT and TV4. I satellite nor the cable operators were in favour of that they did not want us to waltz in and assume like to do so’, a great deal of quarrelling could have thought the assignment would be an easy one if the initiative. They were truly waiting in the wings an editing role.” Pierre Helsén is referring to the been avoided. But we understand that it would not we, the Commission, said what is needed and to discredit us. We invited everyone to a meeting information clip that the Commission produced have been possible to stipulate investments in you, the Government, told them what they were when we began looking into brochures, but the about the switchover. SVT approved the film when terms of money or TV time.” expected to do. The response was: ’no way, this meeting didn’t work at all. The meeting was set it was in the conceptual stage, but then refused is politics, and you need to stay out of it!’ All of up incorrectly; it turned into a circus and the par- to air it. “I thought that was silly. They did not like my time was spent getting Teracom, SVT and ticipants were on a fault-finding mission. We really our clip because it was based on a blank screen. TV4 involved. I didn’t exactly have an easy time wanted to keep everyone informed and stay ex- SVT did not believe the TV media should be used of it, and I had no friends. We had to formulate tremely neutral. We were constantly under fire for to show non-TV. We also wanted them to produce companies and the municipality. We wanted to problem was that everything was moving so Leif Pagrotsky, Minister for Research, Education and understand what it was like and be able to justify slowly. Prices would have decreased by the end why it was so. There were others who attempted of the switchover, but I wanted a reduction be- Culture November 2004-September 2006 to exploit the concern many felt to further their fore the first switchover on Gotland in September politics. The Liberal party and 2005. I got the idea for an approved, inexpensive “When I received this post, the decision on the that position unreasonable. And they did contrib- promised to end digitalisation if they won the set-top box and that I would give away cham- digital TV switchover had already been made. ute in the end.” election. Leijonborg and I formally debated me- pagne – really nice champagne. Emitor (manu- The next step involved moving from decision in dia issues during the election campaign, and I facturer)and Elgiganten (distributor) accepted the principle to implementation. Marita (Ulvskog, Leif The switchover to digital terrestrial TV was forced a response to one question – is this a challenge and worked secretively. They had to Pagrotsky’s predecessor) and Göran Persson initiated almost exactly one year before the promise we should break? The switchover had find volumes and the right components. They re- (former Prime Minister) had formed the basis for Riksdag election in 2006 – how did this affect progressed well up to that point and was on the ceived a great deal of good advertising in ex- the switchover. I was poorly informed and had management of the issue which could be- way to becoming a success, which was well change, which is exactly what I had tried to use very little knowledge when I arrived, but this is- come a political burden if the switchover was known when the election campaign started. He as an incentive. They beat their drums for the sue was one of the ones in which I involved my- a failure. was almost ashamed, it was embarrassing, of press and put up pictures in their shops. This self the most.” “This awareness helped me take the issue very course.” showed the other players that it was possible to seriously. The nature of the issue was not such reduce prices if there was a willingness to do so. In its reports, the Commission has expressed that success would mean that voters would an- But did you or the Government experience The problem was that all of the suppliers had the opinions about the allocated budget from the nounce their support of the Social Democrats as concrete concern? same attitude – small-scale operation the first 32 Government. Could you comment? a result. If the switchover went poorly, on the There was a sense of concern that the assuranc- few years, with small areas. ‘We’ll make a mod- 33 “I didn’t believe they would ever have a sufficient other hand, the failure could be used against the es from the technical players involved would est entry into the first three areas, but won’t at- amount of funds if they were to do the job alone. Government. Deciding that the schedule for the prove false, that there would be technical prob- tempt any larger volumes until Stockholm’. There I believed that SVT and TV4 should shoulder a switchover should continue past the election was lems, that set-top boxes would not arrive from was a risk that the process would not get off the great deal of the responsibility since they were in resolute - the opposite of ingratiating to voters. I the factory. There was also a risk that set-top ground properly. This type of incentive, though, a position to save a great deal of money when have colleagues in other countries who say they boxes would be of poor quality – there was a lot accelerated the process.” the process was complete. Another obvious fac- will make their decision after an election and that to worry about. I got involved in the high prices tor was that Teracom, as a major player with a the switchover will be complete before the fol- of set-top boxes. As a former Minister for Trade, I great deal at stake, should also be involved. If lowing election. But our resolve was strong. We had learned to consider prices and margins in the Government had been too quick and gener- were convinced that this was good for Sweden distribution. I saw that the existing standards en- ous, others would have felt like they were freed and that getting a head start was in our best in- tailed a risk of Sweden becoming an isolated of responsibility. Instead, I chose to emphasise terest. We also believed that the switchover market; for example, it was not possible to pur- that our role was that of coordinator. TV4 and would benefit the Swedish media industry and chase set-top boxes from England because they SVT earn millions upon millions every year as a viewers. The risk was well worth taking, but we did not have the letters å, ä and ö. We were of result of distribution being digitalised, and it was were more careful when making decisions. There course jittery.” In June 2005, Leif Pagrotsky natural to expect them to contribute. Of course it was a great deal of tension before the switch off promised to give champagne to the first manu- would have been easy for them to sit back and on Gotland. The Ministry and I put a great deal of facturer and distributor that offered a digital re- let the Government take care of everything – ‘we time and effort into being there, preparing, talk- ceiver for under SEK 500. His promise attracted will receive our funding anyway’ – but I found ing to merchants, the industry, Teracom, TV a great deal of attention from the media. “My Resumé, Thursday 7 October 2004 the IP network, but we believe it will be a long time sion, so it is important that SVT’s news is available Media industry journal before the technology really makes a break- via mobile phones in some form in the future. It through. Neither am I certain that it will out-com- will probably not be possible to show entire news Terrestrial network being shut down says Christer Lundin, Teracom’s information man- pete existing distribution. It will more likely serve programmes.” Now a new manager for the de- in panic ager. “But cable TV has already been a competi- as a complement, for example IP TV for video-on- partment needs to be recruited. SVT will invest tor for several years.” demand and pay-per-view.” In collaboration with SEK 25 million next year [rest of sentence illegi- IP TV greatest threat to Nokia, Teracom previously pursued development ble]. the Government’s monopoly Not interested in leading of TV on 3G terminals, but has now halted experi- After Teracom’s financial crisis last year, the com- ments. “We are performing technical tests of IP- Experiment at SVT Teracom is building network broadband that pany has played down its technological develop- based services on the digital network through a SVT is also looking into IP TV; or rather, all of the competes with its own terrestrial network. ment within new medias and is increasingly devel- European cooperation forum.” IP TV companies are courting SVT in an attempt Everyone wants to invest in IP TV, which will oping towards a system with electronic signals. to have their programmes added to IP TV pack- soon be a true alternative to the network “We are following development of technology, but Aftonbladet leading ages. “It is important to stay informed of the com- owned by the Government. This is the reason have no interest in leading it,” says Christer Lun- Web TV and 3G TV are entered into ‘cutting edge’ panies we collaborate with in order to be aware of the Government is speeding up the analogue din. “IP TV has quickly become a topic, but accounts at many media companies. Aftonbladet what environment we are working in. We are cur- network switch off. “Control of television is the technology needs to mature since IP TV is still is the industry leader with close to 1.5 million rently only taking part in one experiment in Sollen- slipping out of the Government’s hands,” says experiencing running-in problems. IP TV is a tech- unique visitors a month to its web TV services. tuna. Long-term, however, SVT naturally wants to Manfred Aronsson, CEO of Kanal 5. nical solution that will definitely be offered large “No, naturally it is not profitable yet,” says Kalle be a part of IP TV.” One service of which Christine 34 scale, perhaps as early as in a few years.” IP TV Jungkvist who is the manager of aftonbladet.se. Jutterström speaks warmly is ‘Öppet arkiv’, which 35 Teracom has begun protecting itself by build- can be viewed directly on computers, but most “Moving images on the network and on 3G form a is a web service that will be offered at the begin- ing a broadband network for a future in which people prefer to convert the signal to enable pro- constant base and must form part of our multime- ning of next year. “We are sitting on a goldmine of IP TV will replace the terrestrial network. The grammes to be watched on television sets. Chris- dia venture…Naturally, we are also looking into IP old programmes, and we are digitalising them Government is speeding up switch off of the ter Lundin recognises a well-known problem: “We TV, but it is in its infancy. IP TV has been greatly right now. The idea is to make programmes ac- old network before IP TV becomes a real op- tolerate malfunctioning computers every once in a hyped, and it will not be profitable for a long time cessible via the web. This can also become a very tion. “Control of television is slipping out of while, but not malfunctioning television sets. All to come.” SVT is also getting ready for the next attractive service for IP TV.” TV4 offers streamed the Government’s hands. The Government is new technology is awkward in the beginning.” He generation of platforms for moving images. A new video as a pay-per-view service that enables cus- also subsidising technology,” says Manfred does not believe that IP TV will threaten terrestrial department was adopted at SVT’s most recent tomers to download TV episodes. Meditv’s man- Aronsson, CEO of Kanal 5. TV, which is forcing the switch off of the analogue Board meeting; it will be responsible for the web- ager Thomas Brühl is following IP TV development The governmental distribution company currently network in order to save Boxer. “No, Boxer can site, teletext, mobile services and the new ‘Öppet closely. “IP TV will be distributed on parallel with provides broadband to 45 municipalities with also distribute IP TV. However, it would be good if arkiv’. “We are doing this to ensure that SVT’s other platforms. We will probably see niche chan- 800,000 residents in , Jämtland, Värmland the switch off could get started as early as next channels can exist on the platforms viewers de- nels within a few years for ‘fanatic fans’ of harness and Södermanland, which constitutes competition autumn to enable more areas to be studied.” Box- mand,” says Christina Jutterström, SVT’s CEO. racing and golf, for example…A TV station can to its terrestrial network. Seven operators supply er, however, is not interested in becoming an IP This is an important issue since the younger audi- currently be built in a computer environment for services to broadband households. One example TV distributor. “We have no such plans,” says ence already has different TV-viewing habits. less than SEK 5 million. IP TV is also inexpensive is that offers Viasat to house- CEO Christer Fritzon. Among other things, Rapport and Aktuellt have to broadcast. I can imagine that companies will holds on Teracom’s network. “Naturally, IP TV can Boxer, though, regards IP TV as a potential future difficulty attracting young viewers. “Young viewers find the option attractive in terms of communicat- be developed into a competing type of reception,” competitor. “Of course, TV will be broadcast on want to decide when and where they watch televi- ing with customers and employees.” Skönviksvägen in Stureby, 2005.0814 9:10 pm.

DI revving up Canal Digital already broadcasts or is planning IP TV broadcasts in Helsingborg, Umeå and Kista. Gunilla Herlitz is DI’s editor-in-chief. She confirms Bonniers’ TV company Fasttvnet has signed an plans to venture more firmly into TV. “We will have agreement for broadcasting in Karlstad, and the to it with advertising, but will not be able agreement can eventually include Västerås, Eskil- to finance it fully from the start. But we want to stuna and Strängnäs. develop web TV.” TOBIAS RYDERGREN LEIF HOLMKVIST [email protected] TOBIAS RYDERGREN [email protected]

Telephone Giants Following TV Channels on the IP TV Trail IP TV will begin in earnest this autumn in Sweden. Canal Digital is now in the process of getting started in three cities. Viasat is allied with Bred- 36 bandsbolaget, and Bonniers’ Fasttvnet has signed 37 its first agreement in Sweden. At the same time, giants Telia and are mustering their strength. In a recent interview with Ny Teknik, Marie Ehrling said that the company is planning to venture into IP TV this year or early next year. Tele2 is also moving into the world of TV along- side Kabelvision. “We are looking into IP TV and will launch it as soon as our customers begin ask- ing for it,” says Carl-Johan Nybell, who is respon- sible for products and services at Tele2. Viasat has begun collaborating with Bredbandsbolaget. “We like IP and believe it is going to grow quickly. We will present our offering in the fourth quarter,” says MTG’s CEO Anders Nilsson. Viasat should be able to market its channels to other broadband operators as well. “Theoretically, absolutely. Col- laboration with Bredbandsbolaget is the first step.” 38 39 40 Block of flats, Majorna, 2007.03.01 9:45 p.m. Same wall socket, new signal Hot-dog stand, Hornstulls strand, Stockholm Newsstand, Övre Soppero 2006.11.29 1:45 p.m. Both young and old, no one was excepted ku 2004:04 TABLE OF CONTENTS

1. ACTIVITIES 56 1.1 Planning the switchover 56 Evaluation of the trial phase 56 Tentative beginning 56 No to a trial switchover 56 Technical prerequisites and viewpoints from SVT and TV4 57 Proposal for Phase 1 – Gotland, Gävle, Motala, Linköping 57 Government decision on phase 1 – Gotland, Gävle, Motala 57 Switchover outline for phase 1 – broadcasters’ proposal 57 Switchover plan proposal for the rest of Sweden 58 Number of phases 58 When should the phases be executed? 58 Designing each phase 58 Results – the Commission’s proposal for a switchover plan for the rest of Sweden 59 Revising the switchover outline 59 New must-carry regulations 59 Negotiations on the Commission’s proposal 59 Government decision on the switchover plan 61 Further development of the phase 1 switchover outline 62 The digital terrestrial network in 2004 – starting point for expansion 64 Riksdag’s coverage requirement for the terrestrial network 64 1.2 Assignment to monitor expansion of the terrestrial network 64 Teracom’s objective for expansion efforts 65 Converting transmitter sites 66 Expansion, phase by phase 66 Expansion of the digital terrestrial network in 2005 66 Frequency relocations 67 Expansion of the digital terrestrial network in 2006 67 SVT’s regional news broadcasts 67 Expansion in 2007 and the new sixth multiplex 68

TABLE OF CONTENTS 2. THE MARKET AND DEVELOPMENT 2004–2007 69 3. INFORMATION CAMPAIGN 88 2.1 General market presentation 70 3.1 Analysis, strategy and communication platform 88 TV viewing in Sweden 70 Analysis of interest 89 Cable TV and Satellite Master Antenna TV 71 Target groups 90 Terrestrial TV - television via a regular aerial 72 Objective 90 Satellite platform - TV via satellite dish 74 Resources 92 Broadband TV 74 Communication strategy 93 Viewer ratings - niche viewing increases with digitalisation 75 Communication platform 94 Freeview TV in focus 76 Framework and roles 94 TV4’s concession fee 76 Joint trademark 95 2.2 Market development in 2005 76 3.2 Implementing each phase 96 Greater amount of security for consumers 77 Phase 1 – First time 96 Sales figures for 2005 77 Foot work and gaining support 96 Increased product and service offering in 2005 78 Municipal involvement 96 PTS opens Teracom’s network to competition 78 Meeting with property owners 97 Licensing on the digital terrestrial network 79 Gaining support from the industry 98 Dialogue with the Swedish Disability Federation (HSO) 79 MTG begins coding TV3, TV8 and ZTV again 98 Attempt to collaborate on an international level 79 Confused consumers 98 2.3 Market development in 2006 79 Meetings with retailers 99 Teracom broadcasts mobile TV on a trial basis 80 Supplier meetings 99 PTS report on frequency space 80 Quality-assurance test for consumers 100 Free broadband TV opens the market 81 Concern related to changing aerials 100 Developing freeview TV via satellite 81 Information to consumers with special needs 101 HDTV via cable 81 Information to public opinion makers 101 SVT’s HDTV strategy 81 Information to the elderly 102 Product offering 82 Platform neutrality and EU review 103 Tested set-top boxes 83 External information dissemination 103 Price development in 2006 83 Launching the digital TV switchover 103 New services in 2006 83 The pink brochure 104 New products and services 85 Advertising and film 106 Broadband TV gains momentum 85 The Commission’s website 106 New sales record 85 Assistance telephone service 107 Boxer’s monopoly ends 85 Local presence – information tours 108 2.4 Market development in 2007 85 Dialogue 109 Utilising freed-up frequencies 87 Switchover day on Gotland 109 Basic analysis 88 Switchover in Gävle 111 External environment analysis 88 Switchover in Motala 111

TABLE OF CONTENTS TABLE OF CONTENTS Phase 1 summary: Smoother than expected 112 4. INTERNATIONAL VIEW 130 Phase 2 – Switchover outline and method established 113 Digital TV Commission’s study visits 131 Copy and paste what had worked 113 Germany (Berlin) 131 Higher level of awareness and less controversy 114 131 Some modifications 114 Increasing interest from the rest of the world 131 Geographic concentration 114 Italy and the 132 Early information tours 114 Other contacts 132 Heavy-going dialogue with municipalities 115 Questionnaire survey on carrying out the digital TV switchover in ten countries 132 Follow-up meetings with municipalities 115 Decision-making 133 Difficult industry 116 Differences in prerequisites 133 Information to households 116 Technical standards 133 Widespread tour programme 117 Organisation 134 Phase 2 summary: Completely according to plan 118 Implementation plans 134 Phase 3 – An interlude 118 Information dissemination 135 Riksdag election 2006 118 Resources 135 Continued focus 119 Subsidies 136 New start for municipal and industry meetings. 119 Harmonising measures within the EU 136 Mailings and advertising 120 The European Commission’s communication for a quicker switchover Digital TV days 120 to digital broadcasts 136 Phase 3 summary: Functioning logistics 120 Examining support measures 137 Phase 4 – In a tough spot again 121 New must-carry regulations 138 The first metropolitan phase 121 5. OTHER INFORMATION 138 More market information 122 5.1 Information needs related to must-carry regulations 138 A new concept, “Now it’s our turn”, emerged. 122 Information vacuum led to various interpretations 139 Industry and municipal meetings 122 Information initiatives related to the digital TV switchover 140 Mailings 123 5.2 The switchover from the perspective of preparedness 141 Market activities 123 5.3 The Commission’s three proposals for measures that required the The pink bus starts rolling 123 Government to take a position 142 Media penetration 124 Phase 4 summary: Digital TV on skis 125 Phase 5 – Final and biggest 126 The circle comes to a close 126 A successful conclusion 126 Industry and municipal meetings 126 Mailings and campaign 127 Tours and media contacts 127 Phase 5 summary: A successful conclusion 129

TABLE OF CONTENTS TABLE OF CONTENTS 1. ACTIVITIES limited area. Since a return to analogue broad- network. casts was out of the question, the “trial” designa- • Gävle constituted a more complicated area tion was misleading. However, we felt that deci- with various border problems. It also included 1.1 Planning the switchover sions related to the first phase of the switchover urban areas with many cable households. should be made before planning subsequent as- • Motala/Linköping represented a combination pects. This resulted in a pilot phase that would of urban and rural areas in an area with a long offer valuable experiences in the face of future tradition of radio and TV. The first assignment the Digital TV Commission was ish broadcasters transmitting in the analogue ter- switchover efforts. faced with involved planning the switchover. Some of restial network. (see image of stakeholders in We also ensured that simulcast was possible the questions that needed to be addressed were: Chapter 3). As the contact network grew, it Technical prerequisites and viewpoints (analogue and digital) during the entire switcho- • How should the switchover be scheduled? became increasingly apparent that collaboration from SVT and TV4 ver period in the four areas. • In which order should analogue transmitters would be characterised by strong wills. Opinions An important initial issue was in which municipali- be switched off? of how the switchover should be financed not only ties the first phase should take place. We met with Government decision on phase 1 – Gotland, • With which players should there be differed – they were decided. The Commission representatives from municipalities that were inter- Gävle, Motala collaboration? found itself in a delicate position – we were carry- ested in being part of the first phase on several On 22 December 2004, the Government resolved • Is some sort of trial switchover desirable, such ing a heavy burden but we were not in a position occasions. When a preliminary plan for the first that the first phase would include the Gotland, as switching off a transmitter in a limited area to force anything that others were not willing to phase had been produced, viewpoints from the Gävle and Motala service areas. (Linköping was on a trial basis? adopt. No matter what the Government had de- broadcasters in the analogue network, SVT, UR excluded.) The decision had the form of amend- 56 cided. and TV4 were ascertained before the proposal ments to SVT’s, UR’s and TV4’s broadcasting li- 57 Evaluation of the trial phase was submitted to the Government. cences. The first phase was scheduled to be ex- The solution was diplomacy and sensitivity – ecuted 1 September – 13 December 2005. The Tentative beginning finding balance to enable a plan that all parties Proposal for Phase 1 – Gotland, Gävle, Government left to the broadcasters to work out The Commission decided to make technical could agree upon. At the same time, the solution Motala, Linköping the specific details of the switchover. prerequisites the point of departure for planning needed to be technically feasible and decidedly The Commission submitted its proposal for phase 1 the switchover. Seasonal aspects, holiday peri- focused on the ned of consumers. We also need- to the Government on 27 September 2004. We Switchover outline for phase 1 – broadcasters’ ods and major events such as the World Cup in ed to be ready to put the switchover plan into proposed that the first phase take place in autumn proposal football was also taken into consideration. This is motion as soon as the Riksdag finally decided 2005 in the Gotland, Gävle and Motala/Linköping Work on a detailed level for phase 1 commenced one reason contact with players such as the - upon new rules for must-carry regulations for cable service areas. These areas were chosen because in January 2005. SVT, UR and TV4 presented a work Teracom was initiated at an early stage networks1. the relevant municipalities had expressed a great detailed plan for the phase to the Commission on (spring 2004). deal of interest and because prerequisites were 8 February (the plan had been produced in collab- No to a trial switchover positive in terms of technology, geography, de- oration with Teracom). The basis of the broad- We contacted other relevant players as time pro- We had already decided as early as August 2004 mography and climate. casters’ proposal consisted of: gressed, most importantly, the two major Swed- not to propose a trial analogue switch-off in a • The island Gotland constituted a geographically • a desire to obtain know-how delimited area with limited interference prob- • sense of fairness: ensuring no one channel lems, lots of rural areas and a great many was considered more important than any other 1. See legislation on must-carry regulations, Chapter 5. households that received TV via the terrestrial • a desire to maintain homogenous local and re- 2. Government decision Ministry of Culture 22 December 2004 . 57, 58 and 59.

CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES gional broadcasts to the greatest extent possible. When should the phases be executed? greatest extent possible. This was believed to be for phase 2. Thus, we requested that the Govern- An important issue was if the switchover should possible with a switchover plan based on ex- ment make a decision regarding the switchover According to the schedule, the phase 1 switchover continue with a second phase in spring 2006 or if panding the three areas included in phase 1, plan before June 2005. was planned to be completed by 12 December a break was desirable to enable an evaluation of since information would naturally into the 2005. Switchover days would be scheduled for phase 1 before starting the second and biggest next area, and retailers would be prepared. It Revising the switchover outline Mondays at 9:45 a.m., which is the time morning phase. We decided it was better to continue in would also be possible to maintain the level of In May 2005, CANT (Centrala Antennföreningen; broadcasts on each of the channels ended. When spring 2006 without a break for evaluation competition among retailers. industry organisation for the aerial and cable TV an analogue had been switched off, a text box re- because industry) informed the Commission that there ferring the viewer to teletext and the Internet • demand for digital TV receivers would remain We believed that switchover in the metropolitan could be considerable delays for anyone needing would be displayed for two weeks on the channel. steady from the first phase into the spring areas should be delayed until we had obtained installation assistance if all of the channels were • it would be possible to assist and advise con- more experience in terms of switching over a switched off simultaneously on Gotland. As a Switchover plan proposal for the rest of Sweden sumers more efficiently if need is spread out large number of households at the same time. result, the switchover outline for Gotland was over a longer period of time We also believed that Stockholm, Gothenburg revised in late spring; SVT, UR and TV4 agreed We had also began (with Teracom) working on a • it was easier to plan and provide information if and Malmö should be placed in separate phases to broadcast analogue SVT1 an additional two plan for the subsequent phases as early as late the process was ongoing for the reason mentioned above and to keep the weeks after 19 September 2005. autumn 2004. The plan was primarily based on • initiatives in preparation of phase 1 could be interest of the media alive. various technical and geographical conditions. more efficiently taken advantage of. New must-carry regulations Viewpoints from SVT, UR and TV4 as well as Results – the Commission’s proposal for a The Riksdag decided upon new regulations for 58 from retailers and consumers were taken into Taking a break in spring 2006 would also have switchover plan for the rest of Sweden must-carry over the cable network on 26 May 59 consideration when formulating the plan. We required extra information initiatives, which The digital TV switchover proposal consisted of 2005. submitted our proposal to the Government on 20 would have coincided with the Riksdag election totally five phases, of which phase 2 was to be April 2005 (see Appendix 3). It proposed the campaigns in September of the same year. carried out in spring 2006. The recommendation Negotiations on the Commission’s proposal number of phases as well as the scope for each Based on these arguments, we proposed that was for the spring phases to take place 1 March When we had submitted our switchover plan phase. the continued switchover should be divided into – 31 May and the autumn phases 1 September – proposal, the matter was processed by the Gov- four additional phases. 30 November. The proposal recommended that ernment and submitted to relevant players. The Number of phases the metropolitan areas (Stockholm, Gothenburg following organisations expressed their opinion Just as was the case in phase 1, we determined Designing each phase and Malmö) be placed in separate phases, and of the proposal: the Radio and TV Authority, the that it was best to avoid summer and holiday peri- Our aim was an even distribution of households that they be switched over later in the schedule. Swedish Consumer Agency, the Swedish National ods since it was more difficult to reach consumers and transmitter sites over the next four phases. It Post and Telecom Agency, the Swedish National with information during those periods. Cold winter was important that Teracom had time to expand The terms of reference for the Commission stipu- Pensioners’ Organisation, the Swedish Association periods were also assessed as unsuitable since the digital terrestrial network to guarantee ade- lated that the proposal for the continued switcho- for Senior Citizens, SVT, UR, Teracom and TV4. roof aerials might need to be adjusted by house- quate coverage before the switchover. This also ver plan should be submitted after the Riksdag holds in conjunction with the switchover. Teracom’s meant that the effects of clean-cut solutions had determined new rules for must-carry regula- work on transmitter sites was also facilitated if cold (pertained to sites where parallel broadcasting tions for cable networks. However, we did not periods were avoided. Thus, the time remaining up was not an option) were minimised. It was also believe we could wait on the decision since doing to 1 February 2008 could be divided into two important to SVT and TV4 to maintain homoge- so would result in delayed information initiatives spring and two autumn phases. nous local and regional broadcasting areas to the

CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES They were all basically positive to the proposal, dated 24 May. One of the proposals adhered to Government decision on the switchover plan at one single date after the Riksdag election in and recommended that the Government reach a the Commission’s proposal and the other one The Government decided on the continued September 2006, preventing competition for at- quick decision. Almost all of the responses were moved several areas to sub-phases. switchover plan on 22 June 2005 (see Appendix tention with the election campaign. in favour of an ongoing switchover without a 4). The decision deviated slightly from the Com- break in spring 2006. Some (such as SVT and Something that complicated matters for us dur- mission’s proposal. For example, phase 3 was As for phase 1 the Government decision had the TV4) believed, however, that one of the metropoli- ing this period was that the commercial broad- reduced from fifteen to nine main transmitter form of amendments to SVT’s, UR’s and TV4’s tan areas should be scheduled earlier in the caster TV4 was having difficult discussions with sites, resulting in six main transmitter sites being broadcasting licences, and included clear start switchover plan (in 2006) to propel the market. the Government about their concession fee. moved to phases 2 and 5. The motive was to and stop dates for each phase of the digital TV SVT, UR, TV4 and Teracom presented two other make it possible for all of phase 3 to be executed switchover. Each phase with the exception of switchover plan proposals in a communication

Digital TV switchover, phase by phase From analogue to digital-only terrestrial TV broadcasts Location of the large masts and affected municipalities

PHASE 1 sep–nov 2005 PHASE 4 mars–maj 2007 Stage Transmission site(s) Date Households 1. Visby, Gotland 24. Stockholm, Botkyrka, Danderyd, Ekerö, Haninge, Visby 19 september 2005 155 000 2. Gävle, , , , Älvkarleby Huddinge, Håbo, Järfälla, Lidingö, Nacka, Nynäshamn, Salem, 3. Motala, Askersund, Finspång, Karlsborg, Sigtuna, Sollentuna, Solna, Stockholm, Strängnäs, Sundbyberg, 1 Gävle 10 oktober 2005 (3,5%) Mjölby, Vadstena Södertälje, Ty resö, Täby, Upplands-Bro, Upplands-Väsby, Motala 21 november 2005 Vallentuna, Vaxholm, Värmdö, Österåker, Nykvarn, Gnesta, Tr osa PHASE 2 feb–maj 2006 25. Sollefteå, Kramfors 35 26. Sundsvall, Härnösand, Timrå Kisa, Norrköping 27 februari 2006 940 000 4. Kisa, Boxholm, Kinda, Linköping, Ydre, 36 27. Sveg, Härjedalen 33 60 Åtvidaberg 2 Västerås, Uppsala, Örebro, Östhammar 3 april 2006 (22%) 61 28. Tåsjö, Dorotea, Strömsund, Vilhelmina 5. Norrköping, Flen, Katrineholm, Nyköping, Bollnäs, Borlänge, Hudiksvall, Mora 2 maj 2006 29. Ånge, Bräcke 38 Oxelösund, Söderköping, Valdemarsvik, Vingåker 30. Örnsköldsvik 34 6. Uppsala, Knivsta 37 31. Östersund, Berg, Krokom, Ragunda, Åre, 7. Västerås, Arboga, , Enköping, 32 Borås, Emmaboda, Finnveden, Halmstad, 6 november 2006 735 000 32. Arvidsjaur, Arjeplog, Malå, Norsjö, Sorsele Eskilstuna, Fagersta, Hallstahammar, Heby, 43 3 Jönköping, Nässjö, Skövde, Varberg, (17%) 33. Gällivare, Jokkmokk 42 Kungsör, Köping, Norberg, Sala, Skinnskatteberg, 41 34. Kalix, Haparanda Vislanda, Västervik Surahammar 35. Kiruna 28 8. Örebro, Degerfors, Hallsberg, Karlskoga, 45 36. Pajala Kumla, Laxå, Lindesberg, Ljusnarsberg, Nora, Stockholm 12 mars 2007 1 120 000 37. Älvsbyn, Boden, Luleå, Piteå 30 Lekeberg 31 38. Överkalix, Övertorneå 25 Sollefteå, Sundsvall, Sveg, Tåsjö, Ånge, 16 april 2007 (26%) 9. Östhammar, Norrtälje, Tierp 29 10. Bollnäs, , Ovanåker, Söderhamn 26 4 Örnsköldsvik, Östersund 11. Borlänge, , Gagnef, , PHASE 5 sep-okt 2007 Arvidsjaur, Gällivare, Kalix, Kiruna, 14 maj 2007 27 , , , Säter, 39. Filipstad, Hällefors, och 12 Pajala, Älvsbyn, Överkalix 12. Hudiksvall, Nordanstig 40. Karlstad, , , Hammarö, Kil 13 10 13. Mora, , Orsa, Rättvik, Älvdalen 41. Lycksele, Bjurholm, Åsele 42. Skellefteå 2 Filipstad, Karlstad, Lycksele, Skellefteå 3 september 2007 1 355 000 11 9 PHASE 3 nov 2006 43. Storuman Storuman, Sunne, Vännäs (31,5%) 44. Sunne, , Eda, , Munkfors, 6 14. Borås, Herrljunga, Mark, Svenljunga, Tranemo, 44 39 7 Bäckefors, Göteborg, Tr ollhättan, Uddevalla 24 september 2007 45. Vännäs, Nordmaling, Robertsfors, Umeå, Vindeln 40 24 5 Ulricehamn, Vårgårda, Bollebygd 8 46. Bäckefors, Bengtfors, Dals Ed, Lidköping, 46 Helsingborg, Hörby, Karlshamn, 15 oktober 2007 15. Emmaboda, Borgholm, Högsby, Kalmar, Mellerud, Säffle, Åmål, Årjäng 5 20 3 Karlskrona, Malmö Lessebo, Mönsterås, Mörbylånga, Nybro, Torsås, 47. Göteborg, Ale, Alingsås, Härryda, Kungsbacka, 49 48 4 Uppvidinge Kungälv, Lerum, Mölndal, Partille, Stenungsund, 23 47 14 18 16. Finnveden, Gislaved, Gnosjö Tjörn, Öckerö 19 1 17. Halmstad, Båstad, Hylte, Laholm, Markaryd 48. Tr ollhättan, Essunga, Grästorp, Vänersborg 21 16 18. Jönköping, Habo 49. Uddevalla, Färgelanda, Lilla Edet, Lysekil, 17 22 15 19. Nässjö, Aneby, Eksjö, Sävsjö, Tranås, Munkedal, Orust, Sotenäs, Strömstad, Tanum The major difference between our proposal and the Government’s decision involved all of phase 3 53 Vaggeryd, Vetlanda 50. Helsingborg, Höganäs, Åstorp, Ängelholm 50 52 being moved to one date to avoid competition with the Riksdag election in September 2006. 20. Skövde, Falköping, Gullspång, Götene, Hjo, 51 51. Hörby, Bjuv, Hässleholm, Höör, Klippan, Kristian- 54 Mariestad, Mullsjö, Skara, Tibro, Tidaholm, stad, Perstorp, Simrishamn, Sjöbo, Skurup, Tomelilla, Töreboda, Vara, Ödeshög Ystad, Örkelljunga 21. Varberg, Falkenberg 52. Karlshamn, Bromölla, Olofström, Osby, Ronneby, 22. Vislanda, Alvesta, Ljungby, Värnamo, Växjö, Sölvesborg, Tingsryd, Östra Göinge Älmhult 53. Karlskrona 23. Västervik, Hultsfred, Oskarshamn, Vimmerby 54. Malmö, Bjurlöv, Eslöv, Kävlinge, Landskrona, Lomma, CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES Lund, Svalöf, Staffanstorp, Svedala, Tr elleborg, Vellinge phase 3 were divided in sub-phases. Broadcast- Further development of the phase 1 switchover ued discussing specific details for switchover At the end of November 2005 – in conjunction ers were entitled to broadcast text messages an outline days with SVT, UR and TV4 in autumn 2005. A with concluding phase 1 – the switchover outline additional 21 days after their broadcasting rights modified switchover outline was agreed upon by was again supplemented, which improved condi- had ceased. The decision also allowed for a cer- The switchover outline that was formulated before the parties in October 2005. The parties agreed tions for our information to the general public. tain amount of flexibility for unforeseen events. phase 1 proved to be effective and was further to call the day that analogue broadcasts ceased The parties agreed that SVT2 and TV4 would al- developed for the subsequent phases. We contin- for SVT2 ”switchover day”. As a rule, the switcho- ways be switched off first and that SVT1 would ver would be executed on Mondays at 09:45. broadcast in analogue an additional two weeks. They agreed on the principle of two analogue The reason SVT1 was chosen was because the channels being switched off on switchover day channel was often broadcast analogue in the VHF while one channel (SVT1 or TV4) would continue band, a frequency space that would not be used analogue broadcasting for an additional two for the digital transmissions. weeks. Time plan for the switchover to digital-only broadcasts

Analogue switch-off Switchover day + 2 weeks +4 weeks When a channel’s analogue broadcasts had been switched off, a text box informing the viewer of TV4 Info text the switchover would be displayed to refer him or her to teletext and the website. The text box SVT2 Info text would in principle be displayed for a fortnight, but 62 SVT1 Info text it was agreed that this period could be reduced if 63 needed. The parties would reach agreement re- Digital broadcasts garding how the switchover should proceed

TV4 practically before each phase.

SVT2

SVT1

After the actual switchover day, SVT1’s analogue broadcasts continued for two weeks as a safety measure for households that missed the informational campaign.

CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES 1.2 Assignment to monitor expansion of the terrestrial network Teracom’s objective for expansion efforts tory of the transmitters and transmitter sites, and Teracom set its objectives for expansion work early then determined if the relevant relay sites should on and emphasised the importance of expanding be converted or shut down. In some phases it the network to a sufficient extent and in a manner was decided to invest in new transmitters and to One of the Commission’s assignments entailed would cover the same proportion of households that enabled viewers to perceive a significant im- set up new transmitter sites to achieve the best monitoring the terrestrial network’s expansion. that analogue broadcasts had covered, that is provement to reception. The starting point was to level of coverage possible at a reasonable cost. From the start, the Riksdag stipulated that SVT’s 99.8% of permanent households in the country. enable households that had good analogue recep- The aim was for detailed planning to be complet- broadcasts in the digital terrestrial network must The decision also requested that an additional tion from the terrestrial network to receive good ed at least six months before each switchover have the same level of coverage that the former multiplex offer at least 98% coverage, which was quality digital terrestrial signals as well. In its ex- date, upon which time the plan could be commu- analogue terrestrial network had had, that is 99,8% in line with the coverage requirements stipulated in pansion work, Teracom chose to prioritise trans- nicated to the Commission, SVT and TV4. Tera- of all permanent households. Furthermore, it should TV4’s analogue broadcasting licence. In order to mitter sites in the order they were affected by the com’s internal reorganisation and extensive work be possible for 98% of the population to receive achieve 98% coverage, all 14 main transmitter switchover. The aim was for viewers to have ac- related to field strength measurements, however, broadcasts from at least one additional multiplex3. sites that were still solely analogue needed to be cess to parallel digital broadcasts as far as possi- resulted in the detailed plans for phase 2 being expanded4. There were also around 15 relay sites ble in advance of the switchover. presented relatively late – just under a month be- Teracom’s capability in terms of expanding the that needed to be digitalised or adjusted in order fore the first switchover day. digital terrestrial network to full coverage was an to improve reception. In order for SVT’s and UR’s Before each phase Teracom performed an inven- important consideration for the switchover itself broadcasts to reach 99.8% coverage after the and when planning. The issue involved more than digital TV switchover, an estimated 5005 relay sites 64 just technology and logistics; communication relat- used in the analogue network would need to be 65 ed to how and when the broadcasting network was expanded with multiplex 1. It was not necessary to Build-out of the DTTV network in Sweden expanded was also significant in terms of the gen- convert all of the relay sites since it was believed Population coverage (permanent homes) eral public understanding digitalisation. Information that the same degree of coverage could be 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 in particular was important since one of the motiva- achieved with slightly fewer transmitter sites in tions for the switchover was that households would the digital network. Mux 1 - 50% 50% 70% 90% 90% 90% 98 +% 98 +% 99,8% gain access to additional TV channels. Broadcasts over the Swedish terrestrial network Mux 2 - 50% 50% 70% 90% 90% 90% 98% 98 +% 98 +% The digital terrestrial network in 2004 – starting reach a larger proportion of the population than point for expansion is the case in many other countries. This is due to Mux 3 - 50% 50% 70% 90% 90% 90% 98% 98% 98 +% political decisions that are primarily motivated by Mux 4 --50% 70% 90% 90% 90% 98% 98% 98 +% Riksdag’s coverage requirement for the the fact that SVT’s broadcasts should reach as terrestrial network much of the population as in -to-air transmis- Mux 5 --- - 50% 50% 50% 50% 70% 70% The Riksdag’s decision on 26 May 2004 meant sions that are easy and simple for households to that SVT’s and UR’s digital terrestrial broadcasts reach everywhere. Mux 6 ------27%

3. Prop. 2003/04:118, bet. 2003/04:KU24, rskr. 2003/04:231. Several of the original 600 small transmitters (relay sites) are no longer needed in the digital terrestrial 4. Arvidsjaur, Bäckefors, Filipstad, Finnveden, Gällivare, Lycksele, Pajala, Sollefteå, Storuman, Sunne, Sveg, Tåsjö, Ånge and Överkalix. network and have therefore been phased out. 5. Out of a total of 632 analogue relay stations. 6. See SPF’s final report; www.psycdef.se. CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES During the whole switchover, Teracom staff re- Expansion, phase by phase terrestrial network comprised 53 of the 54 main in the switchover. At the end of 2006, all 54 main mained in the relevant areas a few days after the transmitter sites and approximately 30 relay transmitter sites and 170 of the relay sites where completed switchovers to perform measurements Expansion of the digital terrestrial network sites. Multiplex 5, however, still had a coverage transmitting digital signals. Coverage for multi- and to verify adequate coverage. Teracom has in 2005 degree of around 50%, which corresponded to plex 2 was also slightly improved on a regional also subsequently returned to individual areas The transmitter sites included in phase 1 were twelve main transmitter sites and six relay sites9. level since several relay sites were expanded in with poor reception conditions and performed prioritised in order to give as many households conjunction with the switchover. The expansions supplementary measurements. This has lead to as possible the opportunity of receiving digital Frequency relocations pertained to transmitter sites that had previously new relay transmitter sites (on northern Gotland, terrestrial TV prior to the switchover. Frequency changes most often involved SVT’s only accommodated SVT’s broadcasts. After Fårö and Löttorp on Öland, for example). Ongoing digital broadcasts being moved to low frequency agreements between Teracom and TV4, they updates and adaptations to the terrestrial net- Phase 1 comprised one main transmitter site per channels that had previously been used for ana- were expanded to encompass multiplex 2 and work have this resulted in improved coverage. sub-phase and nine relay sites. Of the three in- logue broadcasting, which is why relocations thus TV4’s broadcasts. By the end of 2006/be- cluded areas, Gävle was the most technically were generally performed in conjunction with ginning of 2007, multiplex 2 was found at all of Converting transmitter sites complicated. Motala was the least technically the digital TV switchover. The frequency change the main transmitter sites and 64 relay sites. Relay sites have generally been converted at the complicated mainly because frequency changes also sometimes entailed other channels being same time as relevant main transmitter sites. were not necessary. Two new transmitter sites moved to frequencies that were less exposed to Multiplex 5 had also been expanded to 70% cov- Some of the relay sites (primarily those that cover were set up on Gotland – Bunge and Havdhem – interference. erage by the last part of 2006. Teracom primarily the last 1.8% for multiplex 1) have not been con- and the two relay sites in Hedesunda and Gävle/ ensured that uncoded freeview channels that verted until the actual switchover day due to cost Bomhus were shut down. A new digital relay site Frequency relocations have resulted in clear im- could only be broadcast to certain regional areas 66 considerations (clean cut). This means that 1.8% was set up in Avesta/Krylbo, even though the provements to reception conditions after the digital could be received within the entire relevant area. 67 of households were not able to receive terrestrial area would not be affected by the digital TV TV switchover. In particular for households with Thus, multiplex 5 was at 21 main transmitter sites digital TV prior to the switchover. switchover until phase 2. old aerials and for areas in which signals have and 13 relay sites by the end of 2006/beginning difficulty reaching households due to hilly terrain of 200710. Clean-cut solutions were necessary on Gotland or interference from neighbouring countries, fre- and in Gävle for one7 respectively four8 relay quency relocation has improved conditions. Our SVT’s regional news broadcasts sites. Two transmitter sites in the areas relocated follow-up surveys show that very few households According to an agreement between SVT and frequency in order to improve reception for con- in these areas – far fewer than feared – have had Teracom11, coverage for SVT’s regional digital sumers. to switch out their aerials. At the same time, how- TV broadcasts would be expanded to enable ever, the relocations have been experienced as a reception of two regional news programmes Teracom had achieved about 98% coverage on complicating factor by households since reinstal- from each main transmitter site. In addition to the digital terrestrial network for multiplexes 1–4 lation or channel searches have been necessary. news broadcasts that were focused on the area as early as 2005. By the end of 2005, the digital in question, viewers would also be able to receive Expansion of the digital terrestrial an additional news programme that focused on network in 2006 an adjacent area. Expansion of the digital terrestrial network in 7. Visby/Hamnen 8. Kungsberget, Lumsheden, Svartnäs and Åmot. 2006 resulted in regional coverage of 99.8% for Thus, SVT2’s digital terrestrial broadcasts need- 9. Expansion of the digital terrestrial network – establishment of new transmitters, converting existing transmitters, SVT’s and UR’s broadcasts in the areas included ed to be expanded; this work commenced in clean-cut solutions and frequency changes – see Appendix 6. 10. The transmitter site in Trelleborg/Gylle was then expanded to enable it to broadcast multiplex 5 from 15 October. 11. Prop. 2003/04:118, p. 6 and SVT’s strategy for 2009 as summarised in the brochure “Fri television i världsklass” (“World-class free TV”), p. 17f. CHAPTER 1. ACTIVITIES CHAPTER 1. ACTIVITIES 2005. Households were able to see regional The issue was resolved when the Government 2. THE MARKET AND DEVELOPMENT 2004–2007 news programmes from 25 main transmitter sites granted the National Association of Finns in Swe- by the end of 2005/beginning of 2006. Work to den a licence to broadcast TV Finland over the this end was subsequently completed in 2006 digital terrestrial network after the digital TV when the remaining 29 main transmitter sites were switchover was complete. The broadcasts required Tracking development in the digital TV market The market for set-top box equipment has de- expanded to enable reception of two regional a new multiplex. The multiplex’s remaining ca- has been an important aspect of the Commis- veloped quickly in terms of both price and tech- news broadcasts. However, the viewer had to re- pacity has been used to develop and test new sion’s assignment. Among other things, tracking nical solutions. For example, there was only one install and search for relevant channels in order digital services. Due to the granted licence, TV has comprised DTT receiver available for under SEK 1,000 be- to access other regional news programmes. Finland’s coverage is greater now compared to fore the first switchover got underway. And fol- the level of coverage it had on the analogue ter- • development of new technical solutions lowing the switchover an increasing number of Expansion in 2007 and the new sixth multiplex restrial network, since the entire Mälardalen re- • competition among producers and suppliers of digital receivers with twin tuners (which allow As one aspect of collaboration between Sweden gion is covered by the new multiplex. set-top box equipment one channel to be recorded while watching an- and Finland, TV Finland, a Finnish TV channel, • price development of various set-top boxes other one) have been introduced. Following is has been broadcast in analogue in the Stock- Work has been initiated on the transmitter sites • accessibility to programme services an overview of the different technical platforms holm area. A great many households addressed included in phase 5 and that were to be expand- • rate of consumer acquisition. in Sweden. The overview functions as an intro- the Commission with questions about the future ed in conjunction with the digital TV switchover. duction to the section on market development. of TV Finland’s broadcasts in the face of the This work is scheduled to be completed by the An important point of departure has been to switchover that was scheduled for Stockholm on first half of 2008. Coverage for multiplexes 2-4 communicate consumer needs to producers and 68 12 March 2007. will thus slightly exceed 98% when the switchover suppliers. 69 is complete.

CHAPTER 1. ACTIVITIES CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 2.1 General market presentation Cable TV and Satellite Master Antenna TV About half of Sweden’s 4 million TV households National share of distribution platforms, Q4 2007 had access to cable TV by the beginning of 2005. Distribution per platform 2004 (as perceived by the households themselves) Property owners with blocks of flats generally IP TV viewing in Sweden Digital terrestrial 0% sign agreements with a cable operator who owns There are approximately 4 million TV households Digital satellite or controls the cable network, and thus determines in Sweden. These households are estimated to which channels to offer to connected households. have just over nine million TV sets that receive TV 7% Analogue However, the cable operator is always obligated broadcasts via four technical platforms: cable to carry specific channels free of charge for the Analogue Analogue 21,1% Analogue • terrestrial network cable satellite household within the framework of must-carry terrestrial • cable TV 1,7% regulations. In general, households that receive • satellite 32,1% TV via cable are • broadband, or what is known as IPTV. 27% offered a basic package including some the largest 46% TV channels in addition to the must-carry channels. Up until the time that the relevant distribution Naturally, additional channels are available if the form was digitalised, broadcasting on each of the individual consumer selects an expanded offering. platforms could be either analogue or digital, with 26,7% The largest cable operators are: the exception of broadband wich is a purely digital • Com Hem (which has acquired UPC, Digital platform. In December 2004 – before the switch- 16,3% a cable TV company) 70 14% terrestrial 71 over had been initiated – households received TV • Tele2 (previously Tele2 Vision/Kabelvision) broadcasts as follows: 7,2% • Canal Digital. 2,3% • 50% via cable 4% Digital satellite • 28% via the terrestrial network 2% Digital cable Com Hem is the largest of these (approximately Analogue 12 Analogue Digital IP (9% of these had already switched to digital) satellite cable terrestrial 1.7 million connected households on 31 December • 15% via satellite 2007). In addition to the large cable TV companies, • 7% via Satellite Master Antenna TV – SMATV Only approximately 25% of all households risked losing their TV The market shares of each technological platform are in principle there are several small cable networks – Satellite (small cable networks). reception, but awareness of TV reception was so limited in the the same as before the switchover. Note that the diagram Master Antenna TV networks13 remaining 75% of households that it was deemed necessary to depicts the household’s own perception of their mode of inform all Swedish households about the switchover. reception and that the 2.3% that say analogue terrestrial no – that are found in multiple occupancy dwellings, There were also a large number of viewers who longer can have this form of reception. terrace houses or residential areas with single used one platform for their first television set, but family homes. The property owner or housing who used the terrestrial network for other televi- association functions as the operator in a SMATV sions in their home or at their recreational property. network, and is thus responsible for offering pro- gramme packages and ensuring that must-carry regulations are adhered to. 12. Mediavision’s Digital TV tracking, December 2004. Mediavision is an independent company that performs analyses within digital media and TV. www.mediavision.se 13. Satellite Master Antenna TV. TV broadcasts are received via a MATV (terrestrial network) that are supplemented with satellite reception (). The broadcasts are retransmitted from a headend to households in small cable TV networks that may comprise a housing association and/or indivi- dual multiple occupancy dwellings. The property owner is the network owner/operator.

CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 Digital TV via cable networks was still unusual Terrestrial TV - television via a regular aerial The digital terrestrial network currently consists In compliance with their broadcasting licences, when the Commission embarked upon its as- of five transmitter networks or multiplexes. Multi- some broadcasters such as SVT must supply un- signment. Though Com Hem, UPC and Canal Teracom owns and operates the terrestrial net- plex 1 reaches 99.8% of permanent Swedish encrypted broadcasts, i.e. freeview TV. Other Digital Kabel-TV offered their subscribers digital work, from wich broadcasts are received via a households, multiplexes 2-4 approximately 98% broadcasters with permission to broadcast over the TV, only an estimated 11% of all cable house- roof or indoor aerial. Distribution is assigned by the and multiplex 5 approximately 70%. Multiplex digital terrestrial network can choose to broadcast holds had acquired a digital TV receiver for cable various broadcasters, and different coverage re- coverage has been gradually expanded since unencrypted or encrypted (as pay channels). Any- TV broadcasts in 2004. (Source: Mediavision, es- quirements are stipulated in the broadcasting li- 2004. Each multiplex can accommodate up to one wishing to view pay television channels must timate Q4 2004.) cences granted by the Government. Digital tech- seven different programme services depending possess a digital receiver with a smart card slot nology has been used to broadcast over the on programme content and compression. and a Boxer subscription; thus far, Boxer is the only terrestrial network since 1999 in Sweden. operator in the digital terrestrial network.

National share of digital and analogue cable, Q4 2007 Channels in the digital terrestrial network (as perceived by the households themselves) Multiplex 1 Multiplex 2 Multiplex 3 Multiplex 4 Multiplex 5 Multiplex 6 35% Analogue SVT1 TV4 Canal+ Hits BBC World SVT HD

Digital 32% SVT2 TV4+ Canal+ First MTV/VH1 BBC Prime 30% 72 SVT24 TV400 Canal+ Sport1 Star/ travel& 73 Barnkanalen/ CNN Kanal 5 / TCM 25% TV4 Film TV3 Discovery silver SVT Extra TV4 Fakta Kanal 8 Axess 20% Kanal 6 Disney/7 Z-TV Aftonbladet/7 Regional channels Regional channel 15% 16% ()

Source: Teracom, 2008-01-30. 10% There are significantly more channels broadcast in the digital terrestrial network than were broadcast in the analogue terrestrial network where only SVT1, SVT2 and TV4 were transmitted. After the allocation of new broadcasting licenses in 2006, the number of free channels 5% in the terrestrial network rose to 10.

0% Cable

The share of digital households is increasing steadily and can be explained by the fact that general interest for different solutions for digital TV is rising.

CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 Satellite platform - TV via satellite dish but indirectly. Broadcasts (which can serve as a Viewer ratings - niche viewing increases with which had a combined 80% share of viewer complement to terrestrial network broadcasts on digitalisation hours. The remaining 20% was distributed to There are two primary players (or operators) in this type of network) are received in a headend; around 30 niche channels for film, sports and the Swedish market that broadcast via satellite to digital signals are converted into analogue signals As early as 2004, 78% of Swedish households lifestyle (TV4 Plus and TV6, for example). The individual subscribers14: Canal Digital and Viasat. and then sent to households. The property owner had access to channels other than SVT and number of viewer hours attributed to the “Big Canal Digital has a slightly higher number of sub- or housing association decides which satellite- TV416. This proportion has gradually increased as Five” has diminished at the same rate that an in- scribers in the Nordic countries15. Satellite broadcast channels to include in the network. An the digital TV switchover has progressed, and creasing number of consumers have gained ac- distribution from both these operators has been agreement is subsequently signed with Svensk since the middle of 2007, MMS (a survey company) cess to more channels; this applies in particular digital since 2004; since that time, all of their sub- Programagentur AB (SPA) or Canal Digital Kabel- has stopped accounting for ”multiple-channel to the public service channels. In 2007, 70% of scribers have had to obtain a digital satellite TV TV (the Satellite Master Antenna TV content viewing households” separately. Television view- viewer hours were distributed to these channels, receiver, DVT-S standard. However, analogue sat- providers). ing was characterised by the five major channels while the various niche channels received 30% of ellite reception still exists, primarily to households in 2004 – SVT1, SVT2, TV4, TV3 and Kanal 5 – total viewer hours. that receive broadcasts from other countries. Both Broadband TV Canal Digital and Viasat offer pay television channels, radio stations and interactive services There were very few households receiving TV via Share of Viewing, January 2004 and January 2008 (pay-per-view and electronic programme guide, broadband, or IPTV, when we embarked upon our 35 04–jan

EPG) within the scope of their subscriptions. assignment in 2004, but the platform has steadily 08–jan grown as the digital TV switchover has progressed. 30 74 One competitive disadvantage for satellite plat- This platform has been solely digital since its intro- 75 forms compared to other technical distribution duction. One of the reasons is that high speed city 30.8% forms has been that Canal Digital and Viasat networks have been greatly extended over the past 25 27.5% have for a long time chosen to distribute certain few years, and an increasing number of house-

channels exclusively. This meant that two of the holds have connected to broadband via these net- 20 23.8% major commercial channels on the swedish market, works. Some of the major operators are: 20.5%

TV3 and Kanal 5, were not broadcast to all satellite • Bredbandsbolaget 19.1% 15 households; rather, they were only distributed to • Telia 17.5% certain subscribers (TV3 to Viasat subscribers • FastTV 14.4% 14.2% and Kanal 5 to Canal Digital subscribers). In Feb- • Viasat/Tele2 10 ruary 2008, however, the two satellite operators • Canal Digital. 9.2%

5 7.9% agreed to waive their exclusive rights to the chan- 7.5% 7.6% nels. TV channel offerings vary depending on the se-

lected operator, though all of the major TV chan- 0 Households that are connected to Satellite Mas- nels are included as a rule. SVT1 SVT2 TV3 TV4 Channel 5 Others ter Antenna TV also receive satellite broadcasts,

14. DTH; Direct-To-Home It is evident that niche TV channel viewing has increased. A large number of channels 15. The Radio and TV Authority: Medieutveckling 2007, p. 62 (“Media development”). with few viewers turn TV viewers into TV consumers. 16. Statistics from MMS 2004.

CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 2.2 Market development in 2005 continue to apply as long as TV4 broadcast over As soon as a decision regarding testing had been the analogue terrestrial network, but that the fee made, the Commission decided to recommend would gradually decrease as analogue broad- tested set-top boxes across the board. Our website Freeview TV in focus casting ceased in conjunction with the digital TV only referred to individual platform operators and SVT’s channels within the scope of their basic switchover. This served as an additional incentive DTT receivers that had been tested by Teracom. In autumn 2005, an issue that gained importence packages. SVT was forced to followup consumer for TV4 to take part in switchover activities. Our concerned the agreements SVT had drawn up to complaints concerning access to SVT’s channels collaboration with the company intensified after Sales figures for 2005 ensure free access to the company’s channels. from these two companies on several occasions the decision was made. For example, a digital TV The two companies transmitting on the analogue during the course of the switchover. Issues related representative was appointed to take responsibil- Thus in 2005, around 450,000 DTT receivers network, SVT and TV4, had a previous agreement to the range offered on the cable network and in- ity for TV4’s collaboration with the Commission were sold. During the first switchover in Gotland, with Viasat and Canal Digital that stipulated the terpretation of must-carry regulations are still as well as for the company’s communication with only one particular box, the Multibox, was on satellite companies supply a smart card (against a current, at the end of 2007/beginning of 2008. viewers. backorder, primarily due to a lack of component deposit) to consumers who wanted to have ac- parts. We realised that even if individual products cess to the channels but who did not wish to TV4’s concession fee Greater amount of security for consumers could become scarce, the market as a whole of- subscribe to other channels. This option was of fered a sufficient number of alternative products particular interest to viewers who lived in areas By law17, TV4 has been obligated to pay a con- Two factors have been important in terms of to ensure that households would not have to do with poor conditions for terrestrial reception, cession fee. TV 4 has been the only broadcaster maintaining adequate set-top box quality during without a digital receiver on switchover day. making satellite reception the only realistic alter- entitled to broadcast commercial television to the the entire switchover: 76 native. entire country in the analogue terrestrial network. • the various operators’ requirements for ap- Scepticism on the part of retailers to the switchover 77 The concession fee consisted of a fixed portion proved digital TV receivers when subscribing was also clearly showing signs of changing for However, both satellite companies provided insuf- and a variable portion linked to TV4’s advertising • Teracom’s testing of DTT receivers. the better by the end of phase 1. Another aspect ficient information about the “deposit” smart card, revenues. On 22 December 2004, TV4’s licence was that retailers and installation engineers were resulting in households not really understanding to broadcast in analogue was extended by a Tested and approved set-top boxes offer con- more important than we initially realised. They re- what the option entailed. SVT, TV4 and the Com- Government decision to the end of January sumers an increased level of security in terms of ceived a great many questions from consumers, mission actively provided information about this 200818. At the same time, the Government decid- reliability. At the same time, there has been an and handled the situation in an exemplary manner option, and SVT also put pressure on the satellite ed that the Digital TV switchover would be initiat- untested range of DVB-T receivers available all as time progressed. In conjunction with switchover companies to improve their information. ed, and that TV4 would thus no longer be entitled along. According to industry reviewers, a growing days, for example, they provided many TV viewers to broadcast with analogue technology to the ar- number of these work very well. One conclusion, with basic information as well as technical infor- Since the new must-carry regulations did not eas included in the first phase of the switchover19. thus, is that recommendations to purchase a mation related to reinstallation of set-top boxes guarantee full access to SVT’s entire offering be- tested set-top box have encouraged suppliers, and frequency changes. fore the digital TV switchover was complete, SVT The rules on concession fees were amended on merchants and TV viewers to perform/ask for also signed an agreement with the major cable two occasions in 200520. The changes meant that quality assurance, which has led to an adequate operators Com Hem and UPC to supply all of the obligation to pay the concession fee would range of digital TV receivers being available.

17. Act Regarding Concession Fees for Television and Radio (1992:72). 18. Government decision Ministry of Culture 22.12.2004 no. 60. 19. Government decision Ministry of Culture 22.12.2004 no. 59. 20. Prop. 2004/05:155, bet. 2004/05:K16, rskr. 2004/05:294, prop. 2005/06:1 utg. omr. 17, bet. 2005/06:KU11, rskr. 2005/06:66. CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 Increased product and service offering in 2005 PTS opens Teracom’s network to competition 2.3 Market development in 2006 Several new products were launched before On 15 December 2005, the Swedish National phase 1, even if they were not yet common on a Post and Telecom Agency (PTS) decided that Licensing on the digital terrestrial network local level. Examples are USB digital receivers, Teracom was obliged to open the terrestrial net- shop was led by researchers from the Royal Insti- receivers that connect directly to the scart con- work to competition within terrestrial TV and On 23 February 2006, the Government decided to tute of Technology. Participants included nector, and several digital receivers with a hard radio21. PTS’ decision meant that other compa- renew broadcasting licences for the digital terres- individuals with impaired vision, hearing or re- drive. The price for a tested digital receiver with- nies could be granted access to the terrestrial trial network22. In addition to the licences that were duced cognitive capability, as well as representa- out a subscription or any extras was between network for TV transmission by requesting place- extended, seven new licences were granted: tives from SVT, Teracom, Boxer, A2B, the Swed- SEK 700 and 1,300. ment at the transmitter site or by purchasing the • Three for the following pay television channels ish Consumer Agency, Sagem and Expert (a transmission service. Teracom’s prices for serv- – C5 (now Kanal 9), BBC Prime and NonStop major chain of retail stores for electronic goods). The range of products had expanded considera- ices were to be based on actual production Filmfestival (now Silver) Primary focus was on adapting existing products, bly by the end of 2005 compared to 2004, and costs. An operator could only be refused access • Four for the following freeview channels – TV6, and audio played a central role. The text to speech several new products had been launched. One to the network on objective grounds such as Aftonbladet TV7, The Voice and Axess TV. function used by SVT was praised by users, and example was the discussion about the feasibility technical feasibility or network integrity. Teracom several participants requested solutions that of HDTV before the European Football Champi- appealed the decision, but it was upheld by a This meant that from autumn 2006, the number of were based on the idea of reading text aloud. A onship in 2006. The different operators’ ranges court of law. freeview channels on the terrestrial network would renewed dialogue in late autumn 2007 will hope- had also developed, and most of them offered increase from six to twelve. The problem was that fully result in the Commission being able to sub- 78 some type of installation assistance. They had At the time of this writing (February 2008), SVT the channels needed to be accommodated on 10 mit survey material and facts to HSO so the or- 79 also expanded their ranges to include short-term and UR are in the process of renewing their slots. The solution involved issuing shared broad- ganisation can pursue improved solutions. subscriptions, children’s packages and twin agreements, and it is not certain that Teracom casting licences; for example, Aftonbladet TV7 cards. Of these developments, twin cards were will be awarded the public service broadcasters broadcast on weekdays and Axess TV on the Attempt to collaborate on an international level of particular interest to many consumers who extended agreement for TV distribution over the weekends. These broadcasting licences are valid wanted access to subscription offerings for multi- terrestrial network. until 31 March 2008. Inspired by the workshops on accessibility and a ple TV sets in the household without needing to study visit to the United Kingdom in May 2006, subscribe to multiple subscriptions. Satellite op- Dialogue with the Swedish Disability we initiated international collaboration for digital erators also opted to reduce the price of their ba- Federation (HSO) TV products. Collaboration primarily pertained to sic subscriptions. niche products aimed at small groups or markets, In collaboration with HSO, the Commission held for example digital receivers that convert a limited a workshop on the topic of Digital TV and acces- number of channels for a number of different tel- sibility in March 2006. The aim of the workshop evisions in the same household. was to gain more insight into the special needs that would arise as a result of the digital TV In collaboration with different producers, we switchover. Our hope was for the workshop to looked into the feasibility of arranging joint activi- produce concrete ideas for products and servic- ties directed to foreign markets. Meetings were 21. PTS dnr 05-8675/23. The decision was made in accordance with the Law (2003:389) on electronic communication. es that might facilitate the switchover. The work- held with the Ministry of Industry, Employment 22. Governmental decision Department of education and culture 2006-02-23 nr I:15.

CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 and Communications, the Ministry for Foreign Af- receiver. Teracom described the test as success- and the granted licences should be as technically HDTV via cable fairs and the Swedish Trade Council. All of these ful, and predicted that there would be willingness and service-neutral as possible. parties were interested in hosting an event such on the part of consumers to pay for mobile TV Free broadband TV opens the market In December 2006, the major cable operator as a small trade show aimed at the British market. services24. Com Hem launched a HDTV package including a However, Swedish producers had difficulty pro- In the latter part of 2006, Telia was the first HDTV receiver at a cost ranging from SEK 1,995 ducing functioning prototypes far enough in ad- PTS report on frequency space broadband operator to launch broadband TV (24-month fixed term) to SEK 3,495 (no fixed vance and to the extent necessary to ensure the with its Start package. Consumers were allowed term). Like the HDTV package that had already event would be meaningful. It was also difficult to In 2005, the Government assigned25 PTS with in- to test the service free of charge. The offering in- been launched by Canal Digital, Com Hem’s establish contact with the appropriate individuals vestigating which frequency space could be cluded SVT1, SVT2, Barnkanalen, Kunskap- package was offered as a supplement to a basic at the relevant companies. As a result, the event freed up when analogue terrestrial TV broad- skanalen, TV4, Aftonbladet TV 7 and The Voice. subscription. The package included Discovery was postponed to some undetermined future casts ceased, as well as how the space could be Access to the package presupposed that the HD and VOOM HD (all of Com Hem’s digital TV date. The initiative finally fizzled out, primarily due used. The assignment was prompted due to the customer already had a Telia broadband sub- customers have access to SVT HD if they have a to a lack of interest on the part of producers. approaching switchover and a statement made scription and fixed telephony with Telia preselec- HDTV receiver). Canal+ HD was available as part by the Radio Spectrum Policy Group (RSPG), tion. The offer was similar to Com Hem’s suc- of some of the Canal+ packages. By the end of Teracom broadcasts mobile TV on a trial basis which is the European Commission’s advisory cessful Triple Play offer. 2007/beginning of 2008, Com Hem could offer body for frequency issues. The PTS assignment 130 channels, five of which were offered in HD In autumn 2006, Teracom conducted the first test was to elucidate the various consequences of al- Developing freeview TV via satellite format. broadcasts of mobile digital TV on the digital ter- ternative uses, such as: 80 restrial network using DVB-H technology23. The • how existing and new frequency users Freeview TV via satellite was further developed in SVT’s HDTV strategy 81 test broadcasts included the Stockholm inner are affected 2006. Canal Digital was already offering all of city area and the suburb Sundbyberg. The • the possibility of taking advantage of existing SVT’s channels and TV4 against a deposit. The At the end of 2006, SVT announced it had re- broadcasts constituted a consumer test with the investments in the infrastructure offer was developed from consisting of one vamped the strategy for HDTV broadcasts it had aim of ascertaining user behaviour and perceptions • prerequisites for developing products and smart card per broadcaster to one smart card for presented in February of that year. The reason of mobile TV. The objective was to facilitate market services for an international market. all of the channels, and the price was reduced to for the modification was that SVT’s broadcasting assessment prior to initiating mobile TV broad- SEK 795. Viasat also developed its freeview TV licence had been reduced from six to three years casts. According to PTS’ final report (1 September option by increasing the offering from only con- and because SVT wanted to await a Government 2006)26, the freed up frequency space constitutes sisting of SVT and TV4 to including TV6 and Af- decision on using the frequency that had been The test was performed in collaboration with ATG, a vast and valuable resource for which there are tonbladet TV 7 as well. Viasat also did away with freed up due to the digital TV switchover. Boxer, Nokia, SR, SVT, UR and , and in- a great many areas of use. The report mentions, the deposit requirement and smart card, and re- cluded 400 consumers over a three-month period. for instance, additional TV broadcasts in stand- quired that the consumer have a Viasat-approved HDTV was still a priority for SVT, and programme These 400 people were able to receive thirteen TV format, HDTV, mobile TV and fixed or mobile set-top box instead. The consumer used a per- production was already in the process of being channels – both pay television and freeview – as broadband. PTS also presented a spectrum poli- sonal code to access the relevant channels. adjusted. SVT believed, though, that the HDTV well as three radio stations. Broadcasts were re- cy in autumn 2006. According to the policy, fre- strategy it had announced in February 2006 in ceived via a Nokia N92 with an integrated DVB-H quency space should primarily be auctioned off, conjunction with an industry seminar would not be feasible before it was clear how the freed-up frequencies from the terrestrial network would be 23. The pilot lasted from 7 October 2006 until 31 January 2007. 24. MMS report from the pilot project dated 28 March 2007. distributed. 25. Government decision Ministry of Industry, Employment and Communications 2005-10-27 no II:11. CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 26. PTS reg. no. PTS-ER-2006:35. Product offering were terrestrial receivers and half were satellite scribed and were thus bound to their operator’s As a point of comparison, Finland does not have receivers. There were also a small number of ca- approved set-top boxes. For example, Com Hem a testing procedure, and many TV viewers are All three major electronics chains were marketing ble receivers. offered 13 approved set-top boxes, and Viasat dissatisfied due to the poor quality of their set- digital TV receivers for most platforms by the be- offered 17. Boxer had 162 approved set-top box- top boxes. Among other things, this has resulted, ginning of 2007. Internet sales had also increased. Several new products were launched in 2006. es in its offering by the end of 2006. Broadband in many Finnish TV viewers refusing to pay their There were over 400 digital TV receivers in the One example is the Slingbox receiver. This prod- TV boxes were an exception. At the beginning of fee. Swedish market at that time27. Of these, just over uct makes connecting to a subscription via the 2008, there were only a small number of approved half were integrated DTT receivers, and the re- Internet possible, which enables access to chan- receivers of this type on the market. Price development in 2006 maining 200 were freestanding digital receivers. nel offerings all across the globe. The offering Just over half of the freestanding set-top boxes was also large for consumers who had sub- Tested set-top boxes Prices for digital TV receivers did not fall to any great extent in 2006. For example, a tested digital In 2006, Teracom tested a total of around 90 dig- receiver still costed SEK 800-1,300 without a Sales of digital TV receivers 2004-2007 ital TV receivers, which was a pronounced in- subscription for a simple model. However untest- crease compared to the 18 DTT receivers that ed digital receivers were much less expensive, Total, number of units were tested in 2005. By the end of 2006, Tera- around SEK 400. The average price for a digital

1,200,000 Terrestrial box com had tested over 130 digital TV receivers. Of receiver with extras such as twin tuners and a

TV w/ built-in box 700,000 these, 82 were TV sets with integrated DTT re- hard drive was around SEK 3,000-5,000. At the

1,000,000 ceivers, but only four were set-top boxes without same time, TV sets with an integrated receiver 82 a smart card slot. Multibox28, which had previ- were not much more expensive than normal TV 83 800,000 ously been in the spotlight, was not tested in sets. 800,000 2006, resulting in attention being diverted from the product. One presumption is that Teracom’s New services in 2006 600,000 DTT receiver testing was most crucial during the first year of the switchover in 2005, and that the As opposed to the product range, the channel of- 400,000 450,000 450,000 most important aspect of testing was encourag- fering remained basically unchanged in 2006, but

350,000 ing healthy self-adjustment of the market. several operators offered more channel package

200,000 options. The main aim was to satisfy consumer The retail chains that sold untested terrestrial re- need to take advantage of channel offerings on all 100,000 ceivers were initially hit by a large number of of the household’s TV sets without the necessity 0 2004 2005 2006 2007 complaints. This led to merchants reviewing their of purchasing multiple subscriptions. range and more clearly communicating which set-top boxes had been tested. As a result, different operators – on all of the plat- There is still considerable interest for free-standing digital boxes despite the fact that the selection of TVs with built-in boxes is increasing. forms except broadband – marketed “twin” or “multiple” subscriptions. These offers included dig- ital TV receivers and smart cards for up to five TV 27. Search on Pricerunner (website) at the beginning of February 2007. sets in a single household under a single subscrip- 28. The Multibox receiver was the subject of a great deal of discussion in phase 1. tion. It was considered a unique product in that it enabled simultaneous reception of three freeview channels on up to eight televisions in the home. See www.multibox.se. CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 Basically all of the operators began to allow con- such as Com Hem, Fast-TV and Boxer also began 2.4 Market development in 2007 sumers to choose the duration of their subscrip- offering different types of ongoing subscriptions, tion. Customers who chose longer fixed terms with no or very short fixed periods. This develop- were offered installation assistance and/or a set- ment has very likely benefited the market for pay New products and services top box free of charge. In 2006, several operators television among recreational home owners. consumer electronics) estimated that sales for In 2007, several major producers began integrat- the year would reach 860,000 digital TV receivers ing digital TV receivers that were able to cope – far beyond the forecasted 750,000. A tested, with MPEG-2 and MPEG-4 into their TV sets. So- simple-model digital TV receiver with DVB-T lutions involving a module that enabled consum- standard cost from SEK 500 at the end of 2007. Price development of digital TV boxes 2003-2007 ers to gain access to HDTV without the necessity An electronics publication tested retailer informa- Consumer prices, including VAT, SEK of investing in a new set-top box also emerged. tion to consumers, and concluded that the pro- Digital TV receivers that can be connected to a vided information was as a rule very good.30 2,500 computer also became increasingly common, which can be interpreted as an increased interest Boxer’s monopoly ends in mobile products. 2,000 In 2007, the Government worked out a bill for a Broadband TV gains momentum new system to grant terrestrial network licences in order to At the end of 2007, it was clear that broadband • open the terrestrial network to competition be- 84 1,500 85 TV was a successful option29. At the beginning of tween operators 2008, for example, Telia had just over 300,000 • transfer the licence granting function from the subscribers. Despite some capacity distribution Government to the Swedish Radio and TV 1,000 issues between broadband services and TV Authority services, interest in broadband TV has estab- lished itself as a distinct fourth platform. Various was formulated in response to the European 500 multiple subscriptions were still in demand in Commission initiating infringement proceedings 2007, and Com Hem also launched a twin sub- against Sweden. The conditions stipulated in the scription for its digital TV customers. broadcasting licences for digital terrestrial broad- 0 casts – which forced broadcasters to engage 2003 2004 2005 2006 2007 New sales record Boxer for access control – were believed to be in violation of the EC’s directive on competition in In 2003, a digital TV box cost approximately SEK 2,000. Today, a digital box for the At the end of 2007, ElektronikBranschen (industry electronic communication markets. terrestrial network costs under SEK 1,000. In other words, the large fall in price organisation for suppliers and retailers within occurred before the switchover.

29. The offer gave households free digital TV for a period of time in exchange for agreeing to a specific fixed period of subscription. Broadband and fixed telephony from Telia were required. 30. Prylportalen (“gadget portal”), 2007-11-05, “Prylportalens reporter fick rätt hjälp i butikerna” (“Prylportalen’s reporter got the help needed from shops”).

CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 Thus in 2007, the Government proposed new terrestrial broadcasting licences to 31 March Utilising freed-up frequencies On 19 December 2007, the Government made a rules for granting licences for digital terrestrial 2008.32 decision regarding broadcasting space for ter- TV. The new rules allow broadcasters to choose As soon as the last of the five phases of the digital restrial TV. PTS was also assigned with reorgan- their preferred company or companies to handle According to the new legislation which went into TV switchover was completed on 15 October ising frequency utilisation in the UHF band.33 The access control and to market programme sub- effect on 1 February 2008, the function for grant- 2007, the TV industry turned its attention to the decisions mean that: scriptions. On 29 November 2007, after the Riks- ing licences for digital terrestrial TV will be trans- frequencies that had been freed-up as a result of • space will be created for six multiplexes for TV dag had approved the new rules31, the Govern- ferred from the Government to the Radio and TV the switchover. HDTV had already been a frequent- in the frequency area under 790 MHz in the ment removed the stipulation of engaging Boxer Authority. This applies to all licences except ly discussed topic in the debate on frequencies; it UHF band, and there will be no TV broadcasts from broadcasting licences. The same decision those for SVT and UR, the public service compa- now became something of a symbol for the future in frequencies over 790 MHz extended all of the previously granted digital nies. of the TV industry. Lobbying for frequencies to be • Space corresponding to an additional multiplex used for mobile electronic communication servic- in VHF band will be made available to TV es was set against the wishes of the TV industry. broadcasts. This is the space in which SVT1 Distribution of functional TV sets per household, The constitutional committee of the swedish Par- previously broadcast with analogue technology. 2004-2007 liament, the Riksdag, had a hearing on 22 Novem- ber 2007. The TV industry was united on the issue When the reorganisation is complete, it will be 70% 2004 of introducing HDTV to the terrestrial network. The possible to broadcast TV in the terrestrial network

2005 media misinterpreted this information to mean that via seven multiplexes. At the same time, PTS will 60% 2006 Sweden, which had just completed the switchover be able to allocate frequencies for other electronic 2007 to digital terrestrial TV, would now be forced to communication services in the upper part of the 86 50% 87 switch over to HDTV in the near future. Reactions UHF band.

40% were quick – angry letters to the editor were immediate. 30%

20%

10%

0% 0123456 or more

Number of TV sets

The number of TV sets declined as a result of the fact that households have chosen not to buy a digital TV box for their old TV sets.

31. Prop. 2007/08:8, bet. 2007/08:KU4, rskr. 2007/08:40. 32. Government decision Ministry of Culture 29.11.07 no. 1 33. Government decision Ministry of Industry, Employment and Communications 19 December 2007 no. II:7 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 CHAPTER 2. THE MARKET AND DEVELOPMENT 2004–2007 3. INFORMATION CAMPAIGN exchange of experiences was to identify and at- The arena analysis provided a clear idea of who tempt to avoid the worst pitfalls rather than do the interested parties of the switchover were. everything right from the start. The absence of However, the players that we had identified as the 3.1 Analysis, strategy and communication platform debate and a state of calm after the completed most necessary and obvious – Teracom, SVT and switchover would be viewed upon as testimony TV4 – were not the players that had expressed a to a well-implemented assignment. great deal of interest in collaborating. Rather, the two pay-TV operators Viasat and Boxer were Disseminating information has represented the perience was beneficial for Sweden – in particular Analysis of interest those that initially contacted the Commission with largest component of the Commission’s assign- in terms of consumer and household behaviour After an initial external environment analysis, we proposals for subsidised set-top boxes and call ment. Widespread awareness of digital TV and the relationship to municipalities. However, performed a comprehensive analysis of which centre collaboration. However, we clearly commu- among Swedish households was clearly identi- the most important lesson we learned from the stakeholders were active in the “digital TV nicated the importance of separating commercial fied as a necessary underlying factor for a visit was that we should not focus on trying to switchover arena” in August 2004. The aim of the interest from our own assignment of providing im- smooth switchover. We were initially faced with a resolve all potential problems in advance. analysis was to clarify the conditions for the dig- partial and neutral information. Thus, a crucial as- number of challenges in terms of disseminating ital TV switchover, as well identify relevant stake- pect to being able to uphold the distinct focus of information. The digital TV switchover quickly be- Back in Sweden we met with representatives of holders and players. the assignment and to avoid being swayed by the came a charged issue, both politically and with two relevant community projects: the PPM (Pre- the general public – mostly due to the fact that it mium Pension Authority) project and the Swedish was mandatory. The timeframe was tight and re- Environmental Protection Agency’s “Climate Collaboration among many special interest organisations 88 sources were meagre. Because Sweden was one Campaign”. We were interested in finding rele- 89 of the first to implement the switchover, we had vant examples of how information dissemination Collaboration partners Pay-TV operators limited opportunities to draw upon the experiences resources could be optimised, and in ascertain- Partners: Teracom, SVT, TV4. Pay-TV operators: Boxer, Canal Digital, ComHem, Viasat. Teracom, which is responsible for the terrestrial network, The operators are an important part of the TV viewers’ purchase deci- of other countries. Thus, we initially concentrated ing the most effective initiatives in terms of meet- played a central role in the technical implementation. SVT sions. How much TV do viewers want and which channels are on performing extensive analyses. ing the general public’s need for information and and TV4 provide the free analogue terrestrial channels and interesting?Com hem, Canal Digital, Boxer and Viasat therefore were a natural part of the cooperation. Teracom, understanding. The meetings were fruitful; how- SVT, TV4 Basic analysis ever, we would have preferred to have drawn upon the experiences of the 1960s’ project of External environment analysis switching over to right-hand traffic. It is the only Digital TV Commission The Commission was formed in May 2004, and as campaign in modern times that disseminated in- one of its first activities, representatives visited its formation about a mandatory and unavoidable Electronics industry Municipalities and special interest Manufacturers, retailers, antenna installation companies. organisations counterpart in Berlin at the beginning of June 2004. change that would affect basically every single Both a sense of expectancy and irritation were experienced Information distributors: Municipalities and special interest on the part of the electronics industry. On the one hand, a organisations.Municipalities are close to the TV viewers and have Germany was in the initial phases of switching citizen. There was, however, no detailed docu- sound increase in sales was expected; on the other hand, the knowledge about local conditions. Special interest groups such as over to terrestrial digital TV, but as one of the very mentation related to information dissemination switchover demanded a great deal of extra work. PRO and HSO function as information distributors, but also as Electronics industry lobbyists for the group’s specific needs. first cities in the world, Berlin had already digital- from the switchover in the 1960s. ised its terrestrial network in August 2003. By German standards, the transition of roughly In the lack of concrete examples, the most impor- The Digital TV Commission has worked with a broad approach, but different interest groups have contrib- uted with different roles. Municipalities and organizations have fulfilled an important role by distributing 200,000 households was small-scale, but the ex- tant insight that emerged from the introductory information to the households.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN various stakeholders was to set boundaries when The combination of these factors made segment- switchover in the 1960s, insufficient information get should lie at raising awareness in ALL house- prioritising types of collaboration. There was to be ing and defining the different target groups diffi- was associated with mortal danger. This time, in holds. In other words, lack of information should no cause for consumers to suspect any underlying cult. Basically all of the households in Sweden the worst case, households would lose TV recep- not be the cause of anyone losing TV reception. commercial interest. As time progressed, we were were affected by the first switchover since they tion if information about the digital TV switchover able to ascertain that the initial interest of several all needed to understand it to determine whether was lacking. Nonetheless, TV is important for a However, it was determined that the decision of players was largely due to fear of how the switcho- they needed to take action. Thus, our conclusion great many people, in particular for the elderly how and when to implement a viewing solution ver and the Commission’s work would impact their was to treat all of the households in Sweden as whose television may be their only companion. should rest with the individual. The objective was own market. Many of the players’ interest in ac- the primary target group. Sudden inaccessibility to TV was perceived as a that no more than 5% of household television tively participating probably emerged from a de- threat by all those involved. The fear was that a viewers were to drop off. Thus, 95% of households sire to influence the process. However, when it be- Objective debate could ensue that questioned the project, should be able to watch TV from day one, and the came apparent that the market was not greatly Naturally, different people had different needs for or more specifically the digital terrestrial network remaining 5% that did not have television recep- affected, their interest dwindled. information within the somewhat obtusely de- as such and eventually, the validity of SVT and tion should have actively chosen the situation. fined target group. The next step involved estab- public service. Target groups lishing the overall objectives for communication A less explicit objective was for the proportion of The next step of the analysis phase involved work. These objectives were defined based on Externally, we indicated moderate figures; inter- television viewing households to be on at least charting out the target groups for information an awareness-interest-action model. nally, however, there was consensus that the tar- the same level as before the switchover. After the dissemination. The fact that many households did not know how they received their TV signals In a simplified form, the first step of the model Time point when digital TV was acquired in relation to the switchover 90 was one of the greatest challenges faced by the (awareness) meant that the Commission must date. Share of all individuals with digital TV 91 project. The majority of households were una- help households become aware of and under- 60% ware that there are different TV distribution plat- stand what it entails to digitalise the terrestrial forms. Nor were there records specifying which network. The second step (interest) pertained to 50% households receive signals via the terrestrial net- our objective of creating a “neutral” attitude in 40% work, cable network or satellite, or how many households to the switchover by disseminating have more than set. impartial and useful information. However, it never 30% strived to create a positive attitude towards digi- 20% The switchover primarily concerned households talisation. In the final step (action), analogue ter- that solely received TV broadcasts via the ana- restrial viewers were defined 10% logue terrestrial network, that is via a regular aer- as the primary target group since they were the 0% ial. In 2004, this corresponded to just over one ones who needed to act to prevent their televi- More than One year 6 months 3 months 1 month 1 week After one year before before before before before million TV households in the country. An addi- sion screens from going blank. before

tional two million households that primarily Gotland 40% 4% 5% 8% 19% 14% 10% Gävle 55% 6% 4% 7% 14% 11% 4% watched TV via a different platform, but viewed Using the terms of reference from the Government Motala 51% 5% 6% 11% 15% 10% 4% via a regular aerial in summer cottages or cara- as the starting point, measurable objectives were vans, for example, were estimated to be indirect- formulated for the Commission’s work and infor- Most households switch to digital TV to have access to more channels or because they were forced to. The latter group is not more dissatisfied than other households, but rather represent a group that ly affected by the switchover. mation initiatives. During the right-hand road traffic feel that TV is less important.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN first phase was completed, 98% were able to view semination with the limited resources we were in- The communication consultants we engaged In order to analyse target groups, messages, television; this is more than the proportion that itially given. The 2005 budget was set to SEK five from the start proved to be important in terms of tone, types and activities in more detail, a pays their television licence fee (generally 90%). million, an amount that would only suffice to cover both strategy and implementation. Positive col- number of focus groups were qualitatively inter- postage to barely one million households. How- laboration with and among consultants has result- viewed in Stockholm and Gävle in December Resources ever, the budget was increased in conjunction ed in a stable foundation, and it formed the pre- 2004. The focus group interviews established with the first switchover on Gotland in 2005; from requisites needed for consistency and quality. In that the “refusers” should more correctly be des- The principal working outline as well as a strate- that time, the Commission has received sufficient order to guarantee integrated communication, we ignated as “hesitators”. Most expressed scepti- gic action plan were determined at a Commis- resources from the Ministry of Culture to maintain asked our future PR and advertising agencies to cism because they did not find TV good or im- sion meeting in September 2004. According to a basic level of information dissemination. The resolve a task together. Their ability to collabo- portant enough to justify investment in new the strategic foundation, the Commission was to Commission’s information dissemination efforts rate was just as important as the solution they equipment or additional channels. Many per- function as a hub, to which other stakeholders have cost just over SEK 10 per household – a produced. ceived digitalisation as market-driven. In other could relate and adjust themselves. This would sufficient amount in combination with the efforts words, they believed the main incentive for digi- ensure that subtle distinctions and the consumer made by other players and a well-planned flow of Communication strategy talisation was based on commercial interest and perspective would not be lost. It would also ena- information to the media. The Commission’s efforts that the TV industry was working in collaboration ble us to keep special interests in check. have, thus, also served as a catalyst for commer- Even though the Commission’s analysis had de- with politicians. One common perception was One advantage of the strategy was that we would cial marketing. termined that basically every Swedish household that digital TV could be equated with large pro- be able to coordinate extensive information dis- was directly or indirectly affected and needed to gramme packages consisting of “American junk be informed, there were major differences in channels”. No specific differences in terms of ge- terms of what various households needed. A re- ography emerged from the focus groups; scepti- 92 The Commission’s budget, per year 93 port from Mediavision on the market situation in cism was of the same nature in Gävle as in 2004 and household understanding of digital TV Stockholm. However, a clear majority of sceptics Personnel costs 2004 2005 2006 2007 2008 Total and acquisition plans before the switchover iden- had cable TV, meaning they were not part of the Personnel costs, total 1,910,477 3,795,255 3,318,198 2,874,652 158,180 12,056,761 tified three clear groups: target group. • households that already had digital TV Other expenses • households that indicated they would never In order to optimise resources, the conclusion Travel/Representation, total 94,982 397,578 324,505 300,169 4,492 1,121,727 acquire digital TV (“refusers”) drawn from the focus groups was that the Com- • households that were sceptical. mission should focus on the “sceptics”, and that Goods/Services, total 804,146 13,664,175 14,991,944 13,804,801 -13,940 43,251,126 information, tone and channel options should pri- Total 2,809,606 17,857,007 18,634,647 16,979,622 148,732 56,429,614 It was believed that the first group acquired dig- marily aim to meet this group’s needs. It was be- ital TV to gain access to additional channels. The lieved that sceptics who received sufficient and The Digital TV Commission’s total budget for 2004-2008 was SEK 56 million. In total there are more second group would probably resist even when factual information would change from a position than 4 million households in Sweden. The allocation per year was related to the size of each phase, given factual and impartial information. The of initial refusal to neutrality. i.e. the number of households that would be informed. “sceptics” stated that they were not interested in acquiring digital TV, but their resistance was not Information was designed with the level of knowl- based on principle in the same manner as the edge and need for information of sceptics in “refusers”. mind; the information was also expected to meet

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN the needs of consumers who were more or less Dialogue and collaboration with Teracom in partic- Joint trademark A central strategy involved working from an inte- neutral in their attitude to the switchover. If the ular was reinforced in autumn 2004. In conjunction There was a great deal of discussion related to grated communication model from the start. All proportion of sceptics who changed their atti- with the communication platform’s progress, we switching off and blank screens in 2004. The information dissemination would, to the greatest tude was sufficient, they might also influence the developed close collaboration with Teracom that concepts were charged with negative associa- extent possible, work in unison, and the message group of “refusers”, whose resistance was based characterised the switchover right up until the end. tions. Thus, it was important to create a more and messenger would be in focus when deci- on principle, to heed and accept information. Dialogue with SVT and TV4, the other parties that neutral base from which to discuss. The “switch- sions related to channels and activities were had been identified as decisive for the success of over” concept emerged as an alternative to made. A basic formulation for information was thus that the project, was initially characterised by a lack of “switching off”. The challenge involved creating digitalisation was “natural technical progress”. The agreement and understanding. the prerequisites necessary for consumers to The tone of information should be factual, brief, question was never if, but when the switchover perceive facts and objectivity. informative and neutral. would take place. We realised, however, that all three players played decisive roles in terms of disseminating A specific trademark was created to enable the Communication platform information. By definition, Teracom was respon- Commission to function as a hub for information sible for the technical aspects of the conversion, dissemination and that also allowed other players Framework and roles and the company possessed detailed technical to take part: “the digital TV switchover”. The aim Based on the completed analysis and strategic know-how. The two broadcasters were important was for the Commission to produce a joint trade- choices, we developed a communication plat- since their channels would be directly affected by mark that would enable collaboration and syner- form in autumn 2004. The platform was intended the conversion. Furthermore, the general public gy as well as serve as a clear sender of informa- 94 to provide a framework to which the campaign generally identifies TV with SVT and TV4. In other tion. Communicating under a joint trademark 95 and activities could be related over the entire words: a TV viewer without a detailed level of also offered clear advantages since the switcho- process. The platform would ensure that the knowledge who experiences reception problems ver as a process was limited in time. Government’s assignment was fulfilled on a ba- is more likely to ring SVT and TV4 than Teracom sic level. The platform should be easy to under- to forward a complaint. Our assessment was that stand and clear in its message. The aim was also these three parties – in collaboration with the for it to be useful to other players as well. Thus, a Commission as the responsible authority – could scaleable model was created – a structured in- share responsibility for basic decisions, problem formation campaign that could be upgraded at formulations and requisite facts. the same rate that collaboration was established, resources increased and knowledge and atti- Other platforms and broadcasters were assessed tudes to the switchover on the part of house- to play a more peripheral role in terms of pure in- holds changed. formation dissemination.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN 3.2 Implementing each phase well as how they could use their own information also received information as downloadable micro channels to reach residents and the local media. webites34, in addition to a guide on our website The parties responsible for municipal property explaining how to provide information. Phase 1 – First time also needed a basis for taking inventory and editor, debate articles and interviews also offered planning conversion work on municipal property Collaboration with the municipalities was of deci- Foot work and gaining support a chance to clear up misunderstandings and reit- and within healthcare institutions. In addition to sive importance for the entire digital TV project, Prior to implementing the first switchover, all of erate the basic message of: “Only consumers members of municipal management and informa- primarily in terms of preparing for the conversion the involved players were fully aware of the signif- with a regular aerial are affected.” tion supervisors, efforts were also made to en- in municipal buildings – in particular for elderly icance of Gotland. The first phase was of central sure that other relevant municipal employees sheltered housing. importance for the entire digital TV switchover in However, before we could get down to working such as switchboard operators were able to re- terms of preparation, information to households seriously with the principal part of the assign- spond to basic questions. Meeting with property owners and purely technical conversion. This meant that ment – informing Swedish households of the Residents living in buildings with MATV (Master we, in collaboration with other players, produced switchover – we were faced with the necessity of In order to facilitate municipal information dis- antenna TV networks) were generally not aware a model that could be evaluated on an ongoing gaining support. We spent a considerable semination, brochures and posters were distrib- of how they received TV, even though they were basis as it was put into operation. It was clear as amount of time and energy in autumn 2004 and uted to municipal libraries and consumer guid- affected by the digital TV switchover. Thus, the early as April 2005 that external pressure was the first half of 2005 creating a model for collabo- ance advisors. Commission initiated a meeting with the Swedish contributing to positive and constructive collabo- rating with municipalities, broadcasters, the elec- Property Federation in May 2005. The meeting ration among the central players. No one player tronics industry, various special interest groups In collaboration with the Swedish Consumer dealt with how the organisation could communi- 96 was in a position to cope with the task single- and public opinion makers. The platform was Agency, we also offered a basic course for local cate information and guidelines to its members. 97 handedly. Each and every misstep entailed a created during phase 1, but continuous dialogue consumer guidance advisors. In addition to pro- The meeting resulted in an agreement for collab- negative stamp on the project that would be dif- and collaboration with each of the relevant play- viding information, they were to provide continu- oration on various information initiatives. Not with ficult to eradicate. There was no room for mis- ers was a prerequisite for smooth implementa- ous progress reports for their own municipalities. standing clear guidelines regarding the Swedish takes. tion of all of the phases. Property Federation’s attitude to the switchover In spring 2005, a memorandum of understanding did not emerge until 2006. The media in general, and the local press in par- Municipal involvement was signed by the Commission and all of the mu- ticular, were quickly identified as key players We had established close collaboration and held nicipalities included in phase 1; the “Memoran- The initial meeting that was held during phase 1, since the switchover was expected to generate municipal meetings as early as 2004 with the dum of Understanding” used during the Berlin however, created a platform for how we and the extensive media coverage – especially of the first three main municipalities included in phase 1: switchover served as inspiration. The aim was to Federation could jointly communicate clear informa- areas scheduled for switchover and if anything Gotland, Gävle and Motala. clarify division of roles, responsibility and tasks. tion to members about the switchover and must- went awry. Our strategy was to consider any and The memorandum of understanding resembled a carry regulations. Our role was not to interpret or all reporting as positive, since the level of knowl- We invited public relations officers and municipal checklist of what the municipality needed to con- recommend, but we could simplify information edge was so low and public opinion was scepti- leaders to the meetings. We provided information sider and do for the switchover to progress searches by providing clear links to the Radio and cal. Bringing the issue to the notice of the general about the switchover and how it would effect the smoothly. From phase 2 onwards, municipalities TV Authority’s website and provide the Authority’s public and creating awareness and conscious- households in their municipalities. It was impor- ness were prerequisites for more directed infor- tant to clarify the role of municipalities in terms of mation initiatives at a later stage. Letters to the their responsibility for providing information as 34. Micro websites are a reflection of the Digital TV Commission’s website that is updated on a continuous basis by the Commission, but which is published externally.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN recommendations in our contact with consumers. ElektronikBranschen, Teracom, SVT and CANT met in a cable household, for example. In compliance entry-level products. It was important to simplify Resistance to the necessity of installing new in a special meeting to address installation engineer with the Swedish Consumer Sales Act, these the process and reduce resistance on the part of equipment was great among some property availability. The parties agreed that collaboration customers were entitled to return the DTT receiver, sceptics. owners. This resulted in legislation being clearly might be necessary to ensure that local installation but they were unable to release themselves from interpreted in 2005: property owners are obligated engineers were reinforced by visiting colleagues. binding subscriptions with fixed terms. Several meetings with retailers were held on to ensure that their MATV can receive digital sig- Gotland and in Gävle and Motala during spring nals. However, they are not obligated to convert MTG begins coding TV3, TV8 and ZTV again This resulted in the Swedish Consumer Agency 2005. The retailer meetings also enabled us to digital signals to analogue signals. In many cas- The digital TV switchover experienced a set-back producing a checklist for consumer guidance advi- conduct questionnaires on offerings and de- es, this resulted in tenants being directly affected when the broadcaster MTG began encrypting its sors. The checklist was criticised for being too fo- mand. The questionnaires also offered the by the digital TV switchover and having to acquire channels on the terrestrial network again in au- cused on TV reception via the terrestrial network, chance to receive feedback and prepare any ad- a digital receiver of their own. tumn 2004 (TV3, TV8 and ZTV) after having but the Swedish Consumer Agency determined ditional information initiatives that were needed broadcast them as freeview channels for a couple that it fulfilled its function for the group for which it for retailers and consumers. Initiatives of this Gaining support from the industry of months. MTG is also the owner of the satellite was intended, and thus left the text unmodified. type, however, proved unnecessary. Neverthe- By autumn 2004, we had already established pay-TV-operator Viasat. The measure was a direct less, the retailer questionnaires were useful to contact with ElektronikBranschen (the Swedish reaction to Viasat’s competitor Canal Digital’s Meetings with retailers provide continuous input to gain media coverage trade association of suppliers and retailers of combination set-top box that enabled reception The problem of erroneous information from retail- of the situation in retail shops. electronic goods) and CANT (The swedish trade both of terrestrial freeview broadcasts and Canal ers was a longstanding challenge for two reasons: association of antenna- and cable-TV business) Digital’s satellite broadcasts. The combination pure lack of knowledge on the part of merchants, Supplier meetings 98 in order to gain better insight into the world of re- set-top box gave customers access to the “Big and salespersons who did not clearly communi- At the same time that meetings with retailers and 99 tailers and installation engineers and to gain an Five”, the five major channels, which had previ- cate the various options available to TV viewers. installation engineers were being held during the idea of product offerings. The information ex- ously not been possible with satellite reception. initial stages, it was also important to ensure a change entailed ongoing follow-up of new prod- The decision meant that households were much As an extension to the dialogue that had been constructive dialogue higher up in the hierarchy ucts that could be expected to enter the market less likely to opt for digital reception on the ter- established with ElektronikBranschen and CANT, with suppliers of digital receivers and other and the number of available set-top boxes al- restrial network, which entailed a new communi- we decided to organise local retailer meetings equipment. A small initial supplier meeting was ready on the market. It also aimed to ensure that cation challenge. about six months before each switchover. The organised on 13 April 2005. Representatives from there were a sufficient number of set-top boxes aim of the meetings was for merchants to feel Pioneer, Philips, Sony and Sagem were some of and other equipment in each area. Confused consumers that they were part of the process and pos- the participants. The industry clearly expressed a Basically all of the commercial players actively sessed a sufficient level of knowledge so they need for a Government decision regarding the re- After meeting with us, CANT encouraged its mem- marketed their digital TV products at an early could provide their customers with correct, mod- mainder of the switchover plan. bers to ensure that installation engineers obtained stage. Pay-per-view and are ulated and factual information. An initial chal- the level of expertise (“Antenn 2” expertise) needed two services that were primarily marketed as part lenge involved communicating that there was a The small supplier meetings were followed up by a to install digital TV equipment in multiple house- of the digital TV offering. At the same time, gen- free offering available, and that digitalisation did larger supplier meeting on 15 June 2006; retailers holds. Installation engineers demonstrated very little eral knowledge of digital TV and the various re- not necessitate a subscription. Issues related to and installation engineers were also invited to this interest in the training, however, and there was con- lated concepts was still low. There were reports freeview TV became more important to the Com- meeting. Several of the players present at the cern that there would not be a sufficient number of at the beginning of 2005 of consumers having mission. The message was that retailers should meeting expressed a great deal of scepticism to qualified engineers in each area. The Commission, purchased DTT receivers even though they lived consider set-top boxes without a subscription as the digital TV switchover. Once again, the majority

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN expressed a desire for a Government decision re- However, we – and the Swedish Minister for move digital channels on the day of the switchover contributing to the exchange of information for garding the remainder of the switchover plan. Culture Leif Pagrotsky – continued to emphasise to the lower frequencies that had been freed up the special needs that arose due to digitalisation Many believed that there would be opportunities for the issue of set-top boxes. Before the supplier in conjunction with analogue broadcasts being as part of our assignment. retailers and suppliers to plan long-term as soon as meeting on 15 June 2005, Teracom launched a switched off. Frequency changes meant that few- the entire plan was complete, which would better technically simplified set-top box test that was of- er households than were originally projected had We sent the matter for consultation to all of the help them further the switchover process. This fered free of charge until September 2005. After to switch out their aerials. At the same time, fre- organisations that represent consumers with desire was in contrast to the Government’s wish this date, the test would cost SEK 100,000 which quency changes complicated the switchover, es- special needs in summer 2005. It was addressed to have confirmation from suppliers and retailers was significantly less expensive than the more ex- pecially for households that would have to rein- to organisations that represent disabled persons, that the market was ready for the switchover by tensive test that Teracom had performed on behalf stall after the frequency change. the elderly and immigrants. Based on the respons- providing clear offerings. of the pay-TV operator in the digital terrestrial net- es, it was clear that existing needs concerned in- work, Boxer. The test was intended to contribute On Gotland, only around 15% of households had formation – gaining easy access to information in Quality-assurance test for consumers to market entry and create prerequisites for good to change their aerials, compared to the projected the consumer’s own language. In addition to the The Commission believed that improved quality products. At the same meeting, the Minister for 50%. The proportion of households in the country need for information, organisations representing assurance would help increase the offering of Culture extended a “champagne challenge”, which as a whole that have had to switch out their aerials disabled persons also requested specific technical digital TV receivers as well as reduce uncertainty meant that the first producer and/or retailer to of- as a result of the switchover has remained at solutions and product development. We subse- on the part of consumers. In light of this, we initi- fer a tested DTT receiver without a smart card slot around 7%, and the need for installation engineer quently initiated a workshop to accelerate product ated a joint meeting with Teracom, the Swedish for under SEK 500 would be served champagne in services has been slightly less than anticipated. development. Consumer Agency and ElektronikBranschen. The a public context. The challenge was happily ac- Locally, however, existing installation engineers (See Appendix 8) 100 challenge involved finding a model to test set-top cepted and diligently reported on by the media. have been very busy before each switchover. Since 101 boxes for freeview TV on the terrestrial network; many households have opted to wait until the last Information to public opinion makers that is, set-top boxes that were sold without be- Concern related to changing aerials second, a few of them have gone without TV for a The digital TV switchover was politically charged ing linked to a subscription or operator. Another issue that arose before the first phase few days after the switchover. throughout 2004 and 2005, which was regularly was the number of households that would be reflected in reports from the media. As a result, Neither Teracom nor the Swedish Consumer forced to switch aerials as a result of the digital Information to consumers with special needs we carried out a number of information initiatives Agency was willing to take responsibility for giv- TV switchover. This was particularly pertinent on During the analysis and strategy phase in 2004, aimed at politicians and other public opinion ing their stamp of approval for the products. The Gotland where Teracom warned that up to 50% the Commission was only able to provide very makers in spring and summer 2005. During undertaking was perceived as being too exten- of households might need to switch out their aer- basic information to consumers with special Almedalsveckan (“the political week in Almedalen”) sive. How testing should be financed was also a ials. Teracom’s research showed that aerials needs as a result of very limited resources and which is held at the beginning of July on Gotland, point of disagreement. Since the Commission’s were generally old and that many of them would time. A fact sheet in easy-to-read Swedish and several meetings were held with politicians and budget could not accommodate investment of be unable to cope with the higher frequencies on the nine most common immigrant languages representatives of special interest organisations the scope required, early test plans were put on which digital TV was broadcast. was available on our website prior to phase 1. that had previously expressed concern or resist- hold. A pragmatic solution involved expanding It was clear as early as the analysis phase that ance to the switchover. We met with representa- our media coverage and referring to our website As a result, Teracom reviewed frequency plan- consumers with special needs required solutions tives of most of the political parties, the Swedish for information about tests that had been per- ning on the terrestrial network; in the original and aids that fell outside the scope of the Com- Union of Tenants, the Swedish Association of the formed by independent players. plan, this had initially been planned for a later mission’s assignment. However, we considered Visually Impaired, the Swedish National Pension- stage. After its analysis, Teracom decided to communicating with relevant organisations and ers’ Organisation (PRO), the Swedish Association

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN for Senior Citizens (SPF) and the Swedish Con- the Swedish organisations that represent the eld- enced problems with the switchovers; rather, just Gotland the next day, and was able to comment sumers Association. We met with members of erly, PRO and SPF, were often charged. However, the opposite was true. Our surveys show that the upon and counter inaccurate information from the the Riksdag and with municipal politicians from as a result of constructive collaboration, we elderly received requisite information well in ad- previous day. The Digital TV Commission’s attitude the regions next in line to be digitalised. These in- trained all of PRO’s consumer supervisors in vance and managed to resolve their TV viewing has consistently been that information dissemina- dividuals were significant in their role as inform- February 2006. The course offered know-how satisfactorily as a whole. However, many viewers tion must be based on the terms of reference that ant to residents in their municipalities. It was im- and information material that allowed them to in the elderly group have indicated problems re- the Government has issued for the Commission. portant that they received first-hand information provide information locally. Prior to the switcho- lated to double remote controls and settings via These are focused on the changes that arise due about the switchover and that they planned infor- ver on Gotland in 2005, PRO, with around the digital receiver’s menu. to the terrestrial network being digitalised. mation dissemination measures to prevent negative 400,000 members, launched a member offer in attitudes from arising due to deficient information. collaboration with the OnOff home electronics Platform neutrality and EU review Criticism from operators has been immediate on chain. The initiative aimed to help meet the needs Our relationship with SES Sirius, Canal Digital and those occasions the Digital TV Commission has Information to the elderly of its members. The offer included a tested DTT Viasat, all of which are satellite companies, became made statements that could be interpreted in Box- Elderly consumers constituted the group that receiver with a smart card slot, free installation increasingly strained over spring 2005. The initial er’s favour. The Swedish information campaign many predicted would be hit the hardest by the and a new aerial for SEK 1,500. The offer was not discussions related to the Digital TV Commission’s was also scrutinised by the European Commis- switchover. Elderly citizens were predicted to be taken advantage of to any great extent, but the platform neutrality gained new impetus in conjunc- sion as a result of complaints that were forwarded those who experienced the most difficulty in collaboration was important; awareness that a tion with our presentation of planned information by NSAB (currently SES SIRIUS) in 2006. NSAB terms of receiving information and acquiring and tailored solution was available helped alleviate a initiatives for other operators on 15 April 2005. The believed that the Swedish Government had coping with the appropriate equipment. During great deal of the initial concern. The elderly never presentation aimed to elucidate our initiatives and breached the EC Treaty by granting illicit Govern- 102 the first phase, dialogue and debate with both of distinguished themselves as a group that experi- clearly justify them, create the necessary prerequi- ment aid to Teracom in conjunction with develop- 103 sites for open dialogue with all of the relevant ing the platform for terrestrial digital TV in Swe- What is your general opinion about the switchover to digital TV? parties and promote synergies. den. The complaint stated that Teracom had received direct and indirect financial support from 70% Reactions from the satellite operators were im- the Swedish Government via the public service 60% mediate. On the same day as the presentation, broadcasters SVT and UR. The complaint cited representatives of Viasat and Canal Digital, two unfair competitive advantage for digital terrestrial 50% Total 75-79 year olds satellite pay-TV operators, and Bredbands- broadcasts compared to other distribution plat- 40% 80-85 year olds bolaget, a broadband operator appeared on Ak- forms.

30% tuellt, SVT’s primetime news programme. They criticised our information material as solely pro- However, the EU Commission did not find that 20% moting the terrestrial network, and thus Boxer the the Government’s measures related to the digital 10% only pay-TV operator in the terrestrial network. terrestrial switchover constituted Government We were not given the opportunity to counter the aid. Neither did the EU Commission direct any 0% Positive Neutral Negative Don’t know criticism, but we realised that the appearance re- criticism to the Digital TV Commission’s informa- sulted in a great deal of attention and helped pro- tion dissemination activities.

The oldest age group is as satisfied as other age groups with the information they received and their TV mote information dissemination. One of our public reception. There is a clear trend that the elderly successfully searched for and received information and relations officers appeared live on SVT Debatt from were therefore possibly even more prepared.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN External information dissemination the switchover. However, considering the infor- The pink brochure phase 1 emphasised the background to and ar- mation vacuum and widespread concern that al- The public awareness surveys we performed guments for the switchover (“why?”), while sub- Launching the digital TV switchover ready existed at the beginning of 2005, we decid- over the spring and summer prior to the switcho- sequent versions focused more on what viewers Dialogue and meetings with municipalities, the ed to push the information campaign forward as ver indicated that public awareness had steadily needed to consider and what the various options industry and politicians were important in prepar- much as possible. On Saturday, 16 April 2005, increased, and that it was close to 90% in May for resolving TV viewing were (“how?”). The ing for the switchover, but our primary task in- basic information brochures about digital TV 2005 on Gotland and in Gävle and Motala, the change in tone was the result of increased volved informing and preparing Swedish house- landed in the letterboxes of 200,000 households first switchover areas. The surveys aimed to do household awareness and understanding of the holds for the switchover. on Gotland and the areas included in the switch- more than just provide ongoing status reports. switchover that accompanied each phase. over in Gävle and Motala. The media was also very interested in how In April 2005, six months before the first switchover awareness in each of the areas was developing, Each phase was geographically defined by trans- date, the terrestrial network switchover was a hot and results from the surveys served as the basis mitter site coverage in each of the areas. The issue, and there was a great deal of general con- for ongoing PR initiatives for the switchover. concept of “transmitter geography” was coined. cern. The planned initiation for the phase 1 infor- This means that all the households that could in mation campaign was scheduled for May to ensure One foundation of the information campaign con- theory receive TV signals from the transmitter it did not get off the ground too far in advance of sisted of a 12-page pink information brochure. site must be informed. The Swedish terrestrial TV The brochure was sent to all households regard- network consists of 54 main transmitter sites. It The informational campaign before the switchover less of how they received TV signals about six is impossible to say with complete certainty from months in advance of switchover day. The point which site specific households receive broad- 104 of time to send the brochure was chosen to en- casts in coverage areas in which two adjacent 105 Time plan 9 months before 6 months before 3 months before Switchover day 2 mos. after sure the recipient had ample time to read and un- sites converge. In consultation with Teracom, we switchover derstand the information, but not enough time to decided to overlap information dissemination. Objective Awaken Inform Activate Follow-up Follow-up forget to take action. The pink brochure contained This meant, for example, that households in Tierp Target group Municipality Retailers Citizens Citizens Industry Media Citizens Media Municipality Government basic information about digitalisation and did not were informed before the switchover in Gävle, Media Media Internal attempt to answer all the questions that might even though Tierp belongs to Uppsala in terms of Activity Meeting with Informational Postcard/reminder ”Push a button” Report Media arise. The objective was for the recipient to un- transmitter area. municipalities brochure Advertising Info point for Press releases USB/distributor Advertising Citizen meeting/ citizens Newsletters derstand whether his or her household would be material Consumer advice info bus SMS service, instal- affected by the switchover as well as be able to According to Statistics Sweden’s (SCB) munici- Good examples Meetings with Question/answer lation companies take the necessary steps to ensure TV viewing. pal calculations, there would be just over 150,000 Carrot-Whip retailers column in local press Support/interviews Retailer surveys Telephone support in Follow-up with the Many players had strong opinions regarding con- households included in phase 1. Teracom esti- Meetings with local radio municipality tent – facts, formulation and images were adapted mated that 200,000 households would be affected property owners prior to each phase and edition. Basic information, when the first three transmitter sites on Gotland Other Opinion building/ Quant. opinions and Reference families Quant. opinions and activities lobbying reception Awareness and reception though, was constant; the final edition of the bro- and in Gävle and Motala made the switch to dig- Effect measurement reception chure was written along the same lines as the ital broadcasts. As a result, these households re- info campaign first one. ceived the Digital TV Commission’s information brochure in April 2006, six months prior to the Because there were low awareness levels in both households and affected municipalities, it was important to inform both about the upcoming change at an early stage. The number of more targeted campaigns then increased over time and culminated during the weeks leading up to the actual switcho- The version that was sent to households for switchover. The mailing was sent as unaddressed ver day.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN advertising, but since our work was defined as The media penetration was on the whole im- Television was an obvious priority since it was first switchover. SVT opted to produce its own in- civic information, the brochure was also distribut- mense. The silence that ensued a few days after the medium affected by the switchover. TV time formation films. ed to households which otherwise declined un- the start of the campaign confirmed our hypoth- is expensive though. We produced information addressed advertising. The cost for postage to esis that it was the perceived lack of information clips that adhered to the overall strategy and ex- The Commission’s website all of the households in Sweden had been as- that had caused the previous concern. pected SVT and TV4 to air them. After discussing The website that was launched prior to the first sessed as unreasonable in relation to the infor- format and tone, 15-second information clips re- phase was very simple. It was revised in spring mation dissemination budget. Households also received a postcard as a re- sulted. TV4 aired these locally as early as for the 2006 to satisfy a need for more in-depth informa- minder about a month prior to switchover day. Prior to phase 1, the Commission and Teracom The postcard was intended to function as a Calls per month agreed to coordinate information dissemination wake-up call for viewers who had failed to act. Its to increase the amount of exposure for switchover only message was “Is your TV ready?”. This was 7,000

information. We agreed to use the same address particularly relevant as the switchover day was 6,510 directory for mailings. This meant that households scheduled right after the summer holiday and the 6,000 that received our information also received Tera- brochure had been sent before the summer be-

com’s technical information brochure. The mailings gan. 5,000

themselves were coordinated to optimise the 4,479

amount of exposure and to prevent competition Advertising and film 4,000 4,075 for attention. Advertising in the local press that supplemented 106 the directed mailings was an important element of 107

3,000 2,880

Whole-page pink advertisements in the local the advertising campaign aimed at households. 2,574 2,550 2,431

press with the headline “Poof - Blank Screen” Advertisements in Gotlands Allehanda and 2,153 2,000 2,003 1,848 called attention to our mailing. Our public relations Gotlands Tidningar aimed to call attention to the 1,842 1,633 1,610 1,546 1,411 1,416 1,257

officers also held press conferences in the main brochure and postcard, which might otherwise get 1,207 1,134 1,104 1,014 1,004 972

1,000 906

areas included in phase 1 to talk about the cam- lost in the abundance of advertising households 723 684 665 503 487 374 351

paign a few days prior to the mailing. The aim was generally receive. The advertisements were timed 264 214 to distribute as much information as possible to appear so they supported the information bro- 0 2005 2006 2007 2008 about the switchover and the campaign. We also chure that was distributed six months prior to the r r r e e

hoped the press would use the images of the pink switchover and in conjunction with the postcard ch ch July July May May April April Jun Jun

envelope that were included in the press material. that was distributed a little less than a month before Mar Mar August August January January January October October February February Novembe Novembe In theory, households would receive information the switchover. They also called attention to infor- Decembe Decembe September September about the digital TV switchover from three differ- mation in general and the switchover day. The pink ent sources on three different occasions over one design also appeared on the Gotland ferry and in a July weeks 27 - 30 May weeks 17 - 21 June weeks 22 - 26

single weekend: advertising, editorial text and the couple of local advertising flyers. We initiated col- August weeks 31 - 34 October weeks 40 - 43 November weeks 44 - 47 December weeks 48 - 52

mailing. We launched our assistance telephone laboration with Teracom to optimise the impact of September weeks 35 - 39 service and website at the same time. advertising. Better discounts and coordination re- The Help telephone has received on average 100 calls per day, which was significantly lower than sulted in more scope and increased impact. the original estimates. The clear peaks correspond to the release of informational brochures and advertising campaigns and to each switchover day.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN tion and to provide references to other players with platform operators, and it was tested on a number the island of Gotland. Flyers, maps of reception sion’s and entire switchover’s trademark, espe- similar information. The website was also the only of consumers. Based on the viewpoints that possibilities on Gotland and a number of digital cially in terms of the media. tool included in the information campaign that emerged, additional adjustments were made be- receivers helped sort out the last few areas of could be adapted to languages other than Swedish fore the updated telephone service was launched uncertainty. National media coverage during the The information tour on Gotland a few days prior and to accommodate easy-to-read Swedish and in August 2005. final weeks before the switchover indicated total to the switchover was subsequently repeated in enlarged text. The website gradually evolved into a ignorance in terms of the switchover and a Gävle and Motala with the same positive results. platform from which we reported our own informa- Overall, the number of calls has been significantly doomsday prophesy mood prevailed. It was, tion as well as what was going on outside Sweden. lower than expected, but the telephone service has however, clear that the media’s view of the situation Dialogue offered an important information channel for re- was incorrect. People felt like information was on We systematically worked on our PR and media Assistance telephone service sponding to questions and providing information. the verge of being overabundant, and questions contacts over the spring and summer to ensure From the start, we were convinced that an assist- On switchover days, calls basically corresponded were of a very practical nature. that attention was focused on the switchover and ance telephone was needed to supplement our to 1% of the households in the relevant phase, and to eliminate myths and false notions. For exam- other measures. We were convinced of the psy- the number of calls was an average of 100/day on Questions from an estimated 500 Gotland resi- ple, there were regular media reports on public chological importance of knowing that help was non-switchover days. The maximum number of dents were responded to over the weekend be- awareness of the switchover, product availability available even as the viewer sat in front of his or calls on switchover days was 1,000/day. Most of fore the switchover. Actual penetration, though, and what questions TV viewers were asking her television set. The need was probably real, the questions were of the character “Will I be af- was far greater. In addition to general media cov- about digital TV. The working hypothesis was but the measure also aimed to send a clear sig- fected?” or “How do I connect my set-top box?”. erage, we took part in phone-ins on the radio very simple: the more often TV viewers are re- nal that the Government was taking its responsi- and studio discussions on local TV and respond- minded of the digital TV switchover, the less the 108 bility. The service began receiving its first calls in Local presence – information tours ed to questions from readers in the local papers. risk of them staying uninformed. 109 the middle of April 2005, at the same time that A great deal of strategy formulation and analysis This structure was intended to optimise local me- Criticism had been forwarded all along. One way the information brochure was being distributed to had to be done from the Commission’s base in dia coverage to ensure it became a central ele- for the general public to express its opinions was phase 1 households and the website was made Stockholm. Since the switchovers were local ment of the continued information campaign. to write letters to the editor in local papers. Our available to the general public. The cost of the events, though, different parts of the country had policy was to respond to letters to the editor and call was the same as for a local call, and opening to be visited to the extent permitted by time and The information tour on Gotland clarified that debate articles that were based on pure fallacy hours were weekdays 8:00 a.m.-10:00 p.m., and resources. The structure for local presence was media interest intensified if the Commission and or that were directly related to the assignment. weekends 10:00 a.m.-6:00 p.m. The service was developed before the switchover on Gotland. The other players were on site to meet with the gen- We did not respond to other players’ questions supplied by an established call centre in Öster- same structure was used in a modified form dur- eral public. The tour was also able to communi- or letters to the editor that concerned political sund. Agents (individuals who respond to calls) ing the course of the entire switchover. In order to cate a certain amount of humbleness in the face decisions. In these instances, we referred to the have been trained on an ongoing basis to keep meet with the general public on site and deal of the assignment. We were not an anonymous appropriate body to address the question, and them updated on digital TV and the switchover. with any final questions before the switchover, we authority that simply disseminated information sometimes also proposed a reply. announced our local presence together with Ter- from the capital city; rather, we were a number In June 2005, after criticism from satellite pay-TV acom, SVT and TV4 a few days before the of individuals who were willing to take the time It has also been possible to e-mail directly to the operators Viasat and Canal Digital, we decided to switchover day on 19 September. The slogan to respond to TV viewers’ questions directly on secretariat’s employees and to a joint e-mail ad- review the structure and content of the service as was “Come ask about digital TV”. A few simple the spot. Our local presence, thus, was not only dress via our website. Many of the questions di- well as the content of recorded responses. A new folding tables were set up on the pedestrian important from the point of view of information, rected to [email protected] structure was sent for comment to all of the major walkway in downtown Visby, the largest city on it also played an important role for the Commis- pertain to TV in a much broader perspective. This

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN is an indication of the difficulty the general public days prior to the switchover. It described took part, which emphasised the interest at- • press tours of transmitter sites and “picture- experiences in understanding how decisions and • potential crises tached to the first switchover. friendly” shots of the button being pushed at responsibility are related to one another, as well as • division of responsibility in the event 9:45 a.m. their uncertainty in knowing where to turn with of an emergency Media coverage from the Gotland switchover • open house for the general public and media questions. We have responded to an average of • questions & answers was contradictory. The local press reported a rel- at a central location between 10:00 a.m. and 500 questions a year. They have increasingly per- • a policy for who should respond to what. atively painless switchover, while the national 6:00 p.m. tained to the programming offered by various press adopted a more critical tone. In actual fact, • press release at 6:00 p.m. upon completion of broadcasters; we have been perceived as a “digital Preparedness plans have subsequently been pro- the Gotland switchover progressed much more the switchover TV agency for consumers”. duced for each phase. Naturally, the number of con- smoothly than the national press reported. The • direct contact with 50 reference families in ceivable crises was greater before the first switcho- unfavourable coverage conditions on Gotland, conjunction with the switchover Switchover day on Gotland ver on Gotland than during subsequent switchovers. however, provided the media with a sufficient ba- • debriefing and discussion of the lessons to be The Commission’s role on actual switchover days sis to describe the switchover as not altogether learned on the day following the switchover. was gradually limited during later phases. The In order to satisfy information needs on the part successful. Reference families, Teracom’s meas- major part of information dissemination was al- of the general public and the media on switcho- urements and quantitative surveys unequivocally Switchover in Gävle ready complete when it was time to switch off ver day, an information centre was set up at the indicated that municipal and private property TV As a result of the smooth switchover on Gotland, analogue broadcasts. Our task was to make our- Almedal Public Library in downtown Visby, the viewers were able to watch TV the same evening national media interest in the Gävle switchover on selves available and deal with any unresolved is- main city on the isle of Gotland. One of the reasons of the switchover, an aspect that the national me- 10 October was less intense. As was the case in sues or unplanned incidents. Naturally, the underlying the information centre was that Tera- dia did not seem to consider. Visby, several players including the Commission 110 switchover day on Gotland on 19 September was com’s frequency changes entailed an interruption were on site in Gävle at the city library to meet with 111 unique. Interest in the switchover was intense, to broadcasting between 9:45 a.m. and 6:00 p.m., As one aspect of the switchover outline, we held the media and respond to questions from the gen- and the general atmosphere was characterised which was expected to cause a great many a joint debriefing session the day after the eral public. The switchover outline that had by expectation and nervousness. There was a questions and a certain amount of concern. As switchover. The aim of debriefing was to evaluate emerged on Gotland including presence at the great deal of pressure on the Commission in its an extra measure, the assistance telephone had mediacoverage and viewpoint, work performance shopping centre, chatting, phone-ins and contact role as hub and central coordinator. a direct line to the Almedal Public Library to ena- and implementation with other relevant players. with around fifty reference families was also used ble regular communication and direct response Doing so would help all those involved adjust the in Gävle. Reporting by the local media was exten- We asked Teracom for an account of emergency to questions from Visby. switchover outline and their efforts before the sive, and it was clear that the switchover was now preparedness a week before the scheduled Gävle switchover that was scheduled three mostly of interest to that level of the media. This switchover. Reports of how switchover work was Media coverage was intense the entire day. A weeks later. trend continued until the Stockholm switchover in proceeding on Gotland, an accurate presentation slew of journalists was on site at the Follingbo March 2007 when the national media began show- of areas of concern and conceivable emergen- transmitter in Visby to cover the first button being A switchover outline emerged that would be used ing renewed interest. The switchover in Gävle pro- cies were included in the request. Our focus on pushed, and the media gave progress reports all for all of the remaining switchovers. It primarily gressed according to plan and households were households combined with Teracom’s technical day long. Broadcasting was resumed according consisted of well informed and prepared. There were, though, perspective provided a modulated view of the to plan at 6:00 p.m., and a press conference was • chatting and phone-ins with the local media some questions from viewers who had purchased situation. Our task included communicative pre- held shortly thereafter to comment upon the prior to the switchover a subscription from the satellite operator Viasat but paredness. We presented a preparedness plan switchover. The Swedish Minister for Culture Leif • inventory of potential crises and preparedness who did not have access to TV4 because of an ex- to the Ministry of Culture, our mandator, four Pagrotsky and SVT’s CEO Christina Jutterström plan to the Ministry of Culture clusive agreement TV4 had signed with the other

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN satellite operator Canal Digital. The exclusive on 15 June, and his announcement attracted name, but it had not been tested and was thus even after the switchover. Around 40% of the agreement expired, however, and TV4 was availa- some attention. The producer Emitor and retailer not the real winner. households that opted to keep service on the ter- ble both to Viasat and Canal Digital subscribers at El-Giganten were the winners. Several other pro- restrial network in phase 1 purchased a set-top the beginning of the following month. ducers had also launched set-top boxes that Phase 1 summary: Smoother than expected box without a smart card slot, meaning it was not were priced under SEK 500 over the period, but linked to a subscription. In contrast to general Switchover in Motala they had not been tested by Teracom. Unfortu- On the whole, phase 1 progressed more smoothly expectation, 60% of terrestrial viewers chose pay The Motala switchover also progressed smooth- nately, the set-top box for which Emitor and El- than expected. The energy that had been put into television. This trend continued throughout all the ly. National interest for the switchover was now Giganten had been recognised was not widely meeting with various industry players and consum- phases. Distribution among the different plat- basically non-existent. Minister for Culture Leif available, and it was basically impossible to find er and municipal representatives had given results forms remained basically unchanged. The main Pagrotsky announced the winner of the cham- in shops a few days after the champagne toast. and created the platform needed to proceed with difference was that viewers who had previously pagne challenge before the switchover in Motala Emitor had launched a similar model with a similar the switchover effectively. The information model had analogue terrestrial reception switched to for disseminating information to households had digital terrestrial TV. worked well. They had received the information Everyone with digital terrestrial TV: they needed and were able to take action in time. Digitalisation of the cable network did not follow How is the quality of your TV reception now? the same pattern. Despite Com Hem’s marketing Our surveys showed that over 80% of house- of Triple Play, for example, only about 15% of ca- 100% holds on Gotland and in Gävle and Motala felt ble households switched over to digital broad- they had received sufficient information in con- casts. (Mediavision’s estimate Q4 2005.) 112 junction with the switchover, and almost 90% of 113 80% households believed that TV reception was “very We ascertained that the number of households good or fairly good” after the switchover. that switched to digital in 2005 was greater than

60% the number impacted by phase 1. Close to Mediavision’s TV tracking of development, com- 200,000 households, in addition to the just over bined with the results of the focus groups, pro- 50,000 in phase 1 that risked losing reception, 40% vided a good basis for defining issues related to acquired terrestrial digital TV in 2005. Media at- attitude, knowledge and behaviour in house- tention resulted in many households taking ac- holds. A benchmark measurement that was per- tion far in advance of “their” phase. This was a 20% formed in 2004 provided the basis for future positive development since a continuation of the measurements. The phase measurements were a trend would indicate that switchover efforts had 0% Gotland Gävle Motala good tool for keeping track of information dis- reached critical mass. By the end of 2005, semination efforts and platform development. awareness and know-how were on a level that Very good 36.9 % 41.8 % 47.3% (See compilation of surveys.) enabled information to be of a much more ac- Fairly good 51.4% 47.4 % 44.0% Fairly poor 9.2% 7.0% 5.6% tion-oriented nature. The digital TV switchover Very poor 1.6% 2.3% 1.7% We were able to ascertain that most of the could leave “why?” and focus on “how?”.

An absolute majority stated in follow-up surveys that their TV reception was fairly or very good. households that used a regular aerial before the switchover opted to keep terrestrial reception

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN Phase 2 – Switchover outline and method Higher level of awareness and less controversy in phase 1 could not be repeated in phase 2. The moved to 3-4 weeks before the switchover day in- established General awareness of digital TV in phase 2 was same level of local presence was quite simply not stead. This decision remained unchanged for sub- comparatively high even before the information possible. Information tours were instead concen- sequent switchovers. The aim was to inspire me- Copy and paste what had worked campaign got off the ground. The switchover was trated to a number of central locations that would dia coverage at an earlier stage and to provide Planning and implementation of phase 2 was pri- less polarised and less frequently called into have the greatest media impact. There was, information about how households should pre- marily shaped by the successful first phase. It question. We were able to work in a more focused though, a clear risk of certain areas feeling like pare. Information tours, reader query columns and was clear that the analysis phase had offered an manner with a greater degree of self-confidence. they were not receiving the treatment they de- phone-ins were pushed up, which gave house- accurate basis and that information initiatives had served. However, the municipalities that the infor- holds more time to organise practical details. functioned well. Households felt like they had re- Some modifications mation tour did not cover fell under the local media Moving the information tours up also enabled us ceived a sufficient amount of information, and Even if a great deal from phase 1 could be used coverage area of the municipalities that were vis- to intercept local problems and discover any areas they acted in time. The model that had been de- again, the prerequisites for phase 2 were different. ited. Reports, reader query columns and phone-ins that required extra information. veloped in phase 1 would be used again. The in- Instead of three small areas and a relatively small achieved increased distribution and justified the formation campaign thus followed the guidelines number of households, the areas were much larg- prioritisation. Heavy-going dialogue with municipalities and schedule that had been used in phase 1 er in terms of both geography and population. Just as was the case in phase 1, information dis- – meetings early on with the affected municipalities, Phase 2 consisted of three sub-phases: Early information tours semination for phase 2 was initiated by meetings retailers and suppliers combined with the infor- • Östergötland and parts of Södermanland; In order to cope with the new geographical pre- with municipal representatives. Since much larger mation brochure, reminder postcard, reinforced switchover date 27 February requisites, we decided to transfer the focus of in- areas were involved, all of the impacted municipal- advertising and local presence to enable meet- • Uppsala, Örebro and Västmanland; 3 April formation dissemination from the actual switcho- ities were invited to an introductory general meet- 114 ings with the general public. We maintained our • Dalarna and the rest of Gävleborg ver day to the weeks immediately leading up to it. ing. The first general meeting was held on 27 Oc- 115 open attitude in terms of sharing survey results County; 2 May. Two aspects underlying this decision were that tober 2005 at the Stockholm International Fair. The and communicating how information would be level of awareness was over 90% and that the aim was to provide a checklist that the municipali- disseminated in phase 2. Dialogue was estab- Phase 2 comprised a total of almost 1 million first three switchovers had gone so smoothly. It ties could use before the switchover as well as lished with industry players, and the need for households (just over 20% of all Swedish house- was also clear that the hesitant households were provide a basis for planning timely conversion planning meetings was reduced. holds) compared to the 200,000 households that making an active decision to wait until the last work at municipal properties. Only 39 of the im- were included in phase 1. The difference in second. A natural evolution was for Teracom, be- pacted 62 municipalities attended the meeting. scope and geographic distribution meant that we ing technically responsible for shutting off the an- had to optimise efficiency of information as well alogue network, to take on primary responsibility Many of the municipalities included in phase 2 as find a way to optimise available resources. for information activities on switchover day. were initially sceptical to the work they anticipat- ed would be required of them for the switchover. Geographic concentration Since we were unable to monitor development in As opposed to the municipalities in phase 1, The scope of phase 2 did not entail any changes individual areas as closely as we had in phase 1, none of the municipalities included in subse- to the information that was aimed at affected mu- we were not able to provide the same type of tai- quent phases volunteered for the switchover or nicipalities or retailers. Information to house- lored information. This meant that the media’s role were even asked if wanted to take part. They felt holds, though, needed to be adjusted. Due to was even more important. The tours, or “digital TV like they were being assigned responsibility with- lack of resources and time, the same amount of days”, that were implemented the weekend imme- out being asked. There was concern about runa- attention that Gotland, Gävle and Motala received diately prior to the switchover day in phase 1, were way costs, and what the switchover actually en-

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN tailed. Our aim, thus, was to clarify that the actual Even if the municipalities in phase 2 were general- As a consequence of the large geographical area, followed the same pattern that had been devel- work required of municipalities was relatively lim- ly less involved than the municipalities in phase 1, nine separate retailer meetings were organised in oped in phase 1. All of the phase 2 households re- ited, but that unprepared municipalities would some of them were even more active. Linköping phase 2. The first one was held in Uppsala on 17 ceived a pink information brochure in their letter- experience a great amount of difficulty in con- Municipality, for example, organised a digital TV January 2006. The remaining meetings were held boxes the first weekend in December 2005. The junction with the switchover. During phase 1, a exhibition at the city library in collaboration with in the citiesVästerås, Örebro, Bollnäs, Hudiksvall, brochure had been slightly modified; for example, review of municipal responsibility and roles the local daily newspaper, and it hosted meetings Falun and Mora between 18 January and 19 Feb- the available technical platforms were more clearly showed that technical equipment and installation with local TV merchants. Another example is Em- ruary 2006. However, an evaluation of the meet- presented. Otherwise, content and design were services often needed to be procured. This proc- maboda Municipality that hosted its own local ings indicated that attendance was not sufficient. much like the first version. Basic information was ess required a couple of months to complete and digital TV day. Some of the meetings had to be cancelled due to the same, and the brochure was recognised by was one reason for beginning work early. too few attendees. Interest was not on the same many viewers, especially residents of the munici- Even if the municipalities initially adopted a more level as in phase 1, and it was clear early on that palities bordering phase 1 municipalities. The greatest difference when speaking to munic- passive role in terms of disseminating informa- the organisation of meetings would have to be ipalities in phase 2 was that it was possible to tion than we had expected, they all managed to modified. There was a risk that the prevailing The reminder postcard was sent to 1 million discuss concrete experiences. Gotland, Gävle perform the necessary conversions in time. Our sense of calm did not accurately reflect the level of households a few weeks prior to switchover day and Motala had all helped shape the switchover. information dissemination was even more fo- retailer preparedness. Not being prepared would to reinforce the brochure. We launched our new Their representatives were able to speak about cused on mobilising informants from phase 2 and lead to problems for phase 2 consumers and mer- website in December 2005, at the same time as opportunities and areas of difficulty as well as of- beyond. For example, special information mate- chants that could have been avoided. the brochure was sent. The new version con- fer hints for successful switchover work from rial was produced at the same rate that consum- tained more information about solutions, link li- 116 their own perspectives. er guidance advisors and retirement organisa- We realised during the course of the retailer braries, connection schedules and dynamic news 117 tions were learning more and becoming more meetings, however, that the prerequisites for im- functions. The website was created to help im- Follow-up meetings with municipalities involved. plementing the digital TV switchover had vastly prove the hub to which information dissemination As a consequence of poor attendance at the first improved. The range of products had begun to could relate. general meeting in Stockholm on 27 October, ten Difficult industry grow, and additional solutions were more com- regional municipal meetings were organised to in- Dialogue with the radio and TV industry contin- monly available – everything from simple digital Advertising in the local press also followed the clude the municipalities that had not attended the ued, retailer meetings were held and question- TV receivers without a smart card slot to digital previous pattern. It was coordinated with Tera- original meeting. The regional meetings were held naires were completed in each of the regions. As TV receivers with twin tuners and a hard disk. com’s advertising, and aimed to call attention to in the cities Uppsala, Västerås, Eskilstuna, Örebro, before, the aim was to gather retailers and instal- Consumers were clearly aware of the digital TV our information activities. Norrtälje, Hudiksvall, Bollnäs, Borlänge, Falun and lation engineers to ensure they possessed suffi- switchover as well as what was expected of them Mora. Of those that were invited, 50-70% attend- cient and accurate information before the switch- in terms of adapting TV equipment. Awareness of A need for new activities to call the general pub- ed. It was difficult to convince the municipalities to over. In addition to the Commission, Teracom, the various available options had also clearly im- lic’s attention to the switchover arose before prioritise these meetings for various reasons. One SVT and TV4 participated to show a unified front. proved. There also appeared to be a sufficient phase 2 (spring 2006). The Commission’s media primary reason was that the digital TV switchover Information about broadcaster initiatives and number of digital TV receivers available, even if agency proposed a previously untested media was still perceived as a distant matter. Several of technical information regarding local transmitter individual models might get sold out. solution: placing an almost three-metre tall bill- the municipalities did not understand the impor- sites and frequency changes were just as impor- board in unusual and conspicuous locations. The tance of getting involved at an early stage until af- tant as more comprehensive information. Information to households idea was for the unusual solution to arouse pub- ter repeated contact with the Commission. Information dissemination directed to households lic interest, and the hope was that the local press

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN would report on the unexpected addition to the players had expressed a willingness to take part consumers selected untested digital TV receiv- had previously indicated the switchover might be- townscape. The billboards functioned as an extra in the information tour, and their participation was ers, and most who chose a solution for the ter- come an election issue, announced that it did not measure and were very visibly placed in medium deemed positive since the general public’s restrial network purchased a digital TV receiver intend to pursue the matter. The switchover had sized cities such as Västerås and Uppsala. awareness of digital TV had increased to the extent with a smart card slot. experienced a certain amount of momentum be- that questions were more focused on alternative fore the election when the first two phases were Widespread tour programme solutions. One condition we set for the commercial Phase 3 – An interlude carried out without any great difficulty, and it was The tour concept that was used for the rest of the players’ participation was that they only provide not believed that any advantage could be gained switchover was developed in phase 2. Under the information. They were not allowed to market Riksdag election 2006 by reversing the decision. This was also confirmed heading of “Digital TV Day”, we visited shopping their services. When planning the phases, a great deal of em- at the meetings we had during the political week in centres in strategically located areas together phasis was placed on the Riksdag election that Almedal in July 2006. with SVT, TV4 and Teracom. There was already a Phase 2 summary: Completely according to plan was to be held in September 2006. Since the structure in place prior to phase 2 for locating question was politically charged, everyone in- Continued focus suitable, well-frequented locations and distribut- As opposed to phase 1 and specifically Gotland, volved wanted to avoid turning the digital TV From the point of view of information, phase 3 ing responsibility. A central strategy involved ac- actual phase 2 switchover days were relatively switchover into an election issue. Information dis- was considered a continuation of phase 2. The tively inviting consumers to participate in phone- non-dramatic. They progressed smoothly from a semination would also probably become much campaign was basically the same even if deci- ins at local radio stations and TV channels, as technical point of view. Teracom was finished with more difficult if the switchover were scheduled too sive adjustments were made in conjunction with well as responding to reader questions via the lo- the conversions as early as noon in several cases, close to the election. There was a risk of informa- the meetings with municipalities and retailers. cal papers during those days when we and the which left the company with a comfortable margin tion quite simply getting lost. As a result, it was The fact that the switchover would take place on 118 other players were already on site. before the formal 6:00 p.m. completion time. The decided that all of phase 3 would be carried out one singe day over a large geographical area that 119 need for information was thus reduced to a mini- on one single day, 6 November 2006, which was consisted of several different media coverage ar- We visited Norrköping, Uppsala, Västerås, Öre- mum on the actual switchover days. at a comfortable distance from election day. eas placed new demands on the information bro, Mora, Borlänge, Hudiksvall, Söderhamn and tours. Basic principles, however, were the same. Bollnäs. The tour resulted in comprehensive me- If phase 1 progressed more smoothly than ex- Phase 3 included the regions Öland, Småland, dia coverage in all of the areas. Media coverage pected, phase 2 can be characterised as having , large parts of Västra Götaland and part of Phase 3 appeared to be relatively uncomplicated. was not limited to calling attention to the tour, it gone entirely according to plan. Calls to our as- northern Skåne. The switchover comprised almost There was also a sense of security among all also emphasised important consumer issues. sistance telephone service on switchover days 750,000 households, and geographically, it was those involved after the two previous phases. With the assistance of media, we were able to were fewer than expected, just around 1% of the the largest switchover to be implemented on one There was a risk that information could be dis- communicate detailed information about issues affected households. Just as in phase 1, ques- single day. seminated in a routine manner and without the that were not possible to address in the brochure tions were generally of a concrete nature and focus that each individual area deserved. Prepar- or via advertising. Questions related to local cov- concerned installation problems that could easily Awareness of the switchover continued to in- edness and awareness of potential emergencies erage problems, connections that allow simulta- be rectified. Over 80% of households felt they crease throughout the country, and had almost were still important. neous recording via the receiver and regional news had been sufficiently informed, and the reference reached the 100% mark according to statistical broadcasts became increasingly common. families that were interviewed in conjunction with measurements. The issue was basically non-exist- An important lesson from phase 2 was that even A new element of the digital TV days in phase 2 the switchover reported good reception. ent politically, which was just the opposite of early if comprehensive awareness of digital TV in was that pay-TV operators such as Canal Digital, Consumers were also well informed about the predictions when the implementation plan was Sweden was close to the 100% mark, each sub- Viasat and Boxer were invited to take part. The different products that were available. Very few first established. The non-socialist alliance, which phase constituted a completely new switchover

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN for households in the relevant area. Even if we and A total of six municipal meetings were held in the summer holidays began, and the brochure was initiatives, but it was apparent from an early the other involved parties considered information cities Jönköping, Skövde, Borås, Kalmar, Växjö distributed at the end of September after the stage that households had been sufficiently in- initiatives to be non-dramatic and a repetition of and Halmstad. The number of meeting partici- Riksdag election. The underlying reason for re- formed and were ready. The challenge involved an established strategy, information and digitali- pants noticeably increased as an average of 75% versing the order was that distributing the bro- coping with possible problems on switchover sation were new and unique for the households of the invited municipalities attended. Overall, the chure before the summer holidays would have day; monitoring and following up all of phase 3 comprised by the switchover. The most central retailer meetings held in phase 3 had over twice as been premature. The upcoming Riksdag election simultaneously was problematic. strategic adjustment before phase 3 was to im- many participants as the meetings in phase 2. The also meant that the brochure risked getting lost plement the planned campaign with the same mini trade fair and a more developed organisation among all the election literature that was distrib- Teracom’s technical work was quickly completed amount of focus and care as in the two previous also resulted in PR and media coverage in the rel- uted in August and September. at a total of 160 transmitter sites, and the switch- phases. evant areas, and the local media opted to report over day progressed smoothly on 6 November. on the digital TV switchover at an earlier stage. Digital TV days Our post measurements for phase 3 showed that New start for municipal and industry meetings. Local presence in the form of digital TV days 85% of households felt they had received an ad- The relatively low level of interest for the municipal At the end of 2006, we were able to ascertain continued during phase 3 as well. We visited equate amount of information, and just over 90% and retailer meetings in phase 2 meant that an ad- that we had been in direct contact with a total of around ten shopping centres at various locations of households in the affected areas felt they had justment needed to be made. Just as before, all of 504 retailers and installation engineers: 121 in from Västervik in the east to Varberg in the west. been given a sufficient amount of time to prepare the affected municipalities were invited to the first phase two, 272 in phase 3 and 111 wich would Since all of the locations in phase 3 were to be for the switchover. joint general meeting in Stockholm on 14 March be affected in phase 4. Retailers and installation switched over on the same day, the digital TV 2006. The general meeting gathered 41 of the 58 engineers were generally well informed, interest- days were held as early as September, which The success of phase 3 was primarily the result of 120 affected municipalities. ed and active in switchover efforts. was relatively far in advance of the 6 November the responsible parties managing to maintain their 121 switchover day. The local media in some areas level of concentration and lucidity and not just be- We assumed responsibility for invitations to the lo- Mailings and advertising believed that September was far too early to be- cause information had been developed and re- cal meetings; individual municipalities’ had previ- Advertising in the local press during phase 3 fol- gin monitoring the issue in any depth. However, fined. It was not the solutions that were unique; ously held this responsibility. Easily accessible lowed the same pattern as previously; that is, fo- our local presence contributed to arousing the rather, insight into the importance of managing all conference facilities were booked at a centrally lo- cus was on supporting our and other players’ lo- media’s interest and helped establish contact of the phases of the project with the same level of cated hotel. We enlisted CANT’s (The Swedish cal presence during the digital TV days, in that endured all the way to the switchover. In- commitment as in previous phases was a decisive trade association of antenna- and cable-TV busi- addition to calling attention to digital TV as such creased interaction such as phone-ins and read- factor, since the project was riddled by pitfalls and ness) assistance to help us arouse interest in the before the switchover day. The billboards that er query columns were possible to manage from potential emergencies in all its phases. retailer meetings, which were held on the same had been used in phase 2 were once again used Stockholm by using a telephone and radio links. day as the municipal meeting. Participating com- at a number of small cities such as Kalmar and Phase 4 – In a tough spot again panies and installation engineers attended a mini Älmhult in phase 3. Phase 3 summary: Functioning logistics trade fair located next to the conference facilities. The first metropolitan phase This offered municipal representatives the chance A modification was made to the information mail- The fact that all of the areas included in phase 3 Phase 4 consisted of three sub-phases: to better their understanding of relevant products ings that were sent to households. The order for switched over to digital broadcasts on one single • Stockholm on 12 March and services. It also gave them the chance to ask sending the information brochure and postcard day did not change information dissemination to • Västernorrland and Jämtland on 16 April questions on site. was reversed. The reminder postcard was sent any great extent. Naturally, the large area placed • on 14 May. out as a means to arouse interest before the stringent demands on the logistics of information

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN Stockholm posed a challenge due the large It was clear that both publicity and market share nation for the relative disinterest on the part of number of cable households and because the were at stake. Consequently, we were not sur- The solution was a more integrated information the industry can perhaps be attributed to a com- national mass media is established there. An prised when the old conflict with the satellite and strategy. For example, there were no resources bination of different factors – the vast general equally great challenge involved preventing all of broadband companies was fanned to life. In a let- available to spend on major advertising cam- awareness of digital TV and the Commission’s the resources from being devoured by the metro- ter to the editor in Svenska Dagbladet, the second paigns, no matter how short-lived. Rather, more work that the industry had obtained over time in politan switchover and ensuring that the same largest Stockholm newspaper, the companies once creative and long-lived solutions with obvious PR combination with extensive market and product amount of effort was put into the sub-phases in again claimed that the Commission’s efforts ben- potential and a possibility for massive penetra- development. An increasing number of TV sets the geographically vast and sparsely populated efited the terrestrial network. We were – once tion were required. on the market had integrated DTT receivers. Pre- region of . As regards the switchover in again – in a tough spot. vious discussions regarding a lack of products Norrland, conditions were presumed to be largely A new concept, “Now it’s our turn”, emerged. and sluggish market development were no longer the same as for phases 2 and 3, which meant More market information Industry and municipal meetings relevant. “HD-ready” labelling, though, was still that the working method could be repeated. As a result of the new prerequisites, a number of The first general meeting prior to phase 4 was problematic since many consumers believed that adjustments were made to the Stockholm switch- held on 29 May 2006. The early date was chosen they would automatically receive HDTV. We re- The Stockholm switchover entailed a number of over information campaign. We had conducted a due to the large number of residents in Stock- ceived a vast number of questions pertaining to new challenges in terms of information. The chal- preliminary study in order to chart Stockholm’s holm, which could require more detailed planning this and HDTV in general. It was clear that HDTV lenges primarily pertained to providing appropri- unique situation; cable penetration was higher on the part of the municipalities. However, the was evolving into an option for which an increas- ate information to densely populated areas with than in the rest of the country and reached almost early date had the opposite effect, and only half ing number of consumers were planning. different types of TV reception that were also sub- 80% in the inner city. It was important to under- of the invited municipalities attended. This was 122 jected to a buzz of information. There were a large stand how Stockholmers obtain information, and far fewer than anticipated. Thus, we organised a Mailings 123 number of households to inform, and competition use the mass media in order to ascertain any con- follow-up meeting on 19 October 2006 in con- Prior to the Stockholm switchover, we consid- for attention was more intense than before. nection between attitudes to obtaining information junction with the CANT and Digital Home trade ered modifying the structure of household infor- and the way households received TV. The analysis fair in Stockholm. Attendance was much better mation mailings. Considering the high level of ca- Neither were we able to count on the same sort showed that cable TV viewers were still largely un- this time, and information had the desired effect. ble penetration, there was discussion of whether of assistance from the media that we had re- informed of how they received TV. This in combi- We conducted a poll in the Stockholm municipal- those households needed to receive the informa- ceived during previous phases. It was difficult to nation with a different type of media climate meant ities at the beginning of 2007 that indicated prep- tion brochure. Distributing direct information to arouse the interest of big city journalists, and PR that we were unable to rely upon PR and civic in- arations had gone well and that municipalities cable households was considered somewhat su- work was expected to be more heavy-going. Fur- formation to the same extent as previously. It also were well prepared. perfluous, and the chance to release resources thermore, reports from the metropolitan and meant that we would have to fight for media atten- for other information activities was appealing. evening press on the Gotland switchover in Sep- tion more than had been the case previously. We Regional municipal and retailer meetings were However, it was difficult to ascertain with any tember 2005 had been relatively problem orient- were initially uncertain of how a different approach held for the affected municipalities in northern certainty which households could be excepted ed, which contributed to our misgivings that in- would be perceived. Taking a different approach Sweden in Luleå, Östersund and Sundsvall in the from the mailing. Furthermore, our surveys indi- formation dissemination would be more could be interpreted as Stockholmers receiving a middle of September 2006. Of the 36 invited mu- cated there was still a widespread lack of knowl- complicated in this phase. Phase 4 meant that more lavish information campaign. Nevertheless, nicipalities, 25 attended. edge among cable households about how they the digital TV switchover was once again a mat- the adjustments were necessary, and the aspect received their TV signal. Thus, the Commission ter of national interest, not only for the media but of fairness was given the back seat to the aspect Due to a lack of interest, there were no retailer decided it was still obligated to inform cable for all the involved players. of effectiveness. meetings held in the Stockholm area. The expla- households of the switchover.

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN The pink information brochure was distributed to The pink bus starts rolling ably aroused the greatest amount of interest. It several media to respond to reader and listener all of the almost one million households in the Another feature of the Stockholm switchover was was clear that broadband TV was now an option questions. The reader query columns we initiated Stockholm area at the beginning of 2007. Just the pink information bus. The bus was a re- for many households. were now of a more technically complicated na- over a month later on 22 February, the brochure vamped Stockholm Transport bus that had been ture. This showed that levels of knowledge were was distributed to the 340,000 households in- equipped with digital TV equipment. It was used The information tour in the Stockholm area lasted now so high that technical follow-up questions cluded in the phase 4 switchover in Norrland. in conjunction with the information tours to shop- six weeks and included over 20 stops in the were the most common type posed. The reader ping centres in the Stockholm area. The bus ef- Stockholm area including nearby cities such as query columns also constituted a central feature The reminder postcard was not sent for phase 4. ficiently transported the equipment and informa- Nynäshamn, Norrtälje, Strängnäs and Märsta. of information dissemination in conjunction with Our surveys indicated that this was the least ef- tion material used during the tour, and it also Among other things, it became clear that a great the switchovers in the other two major towns, fective information initiative. served as a visible billboard with PR potential. many cable viewers in the Stockholm area were Gothenburg and Malmö, later in the autumn. The bus quickly evolved into a symbol of the en- still uncertain what the switchover to digital ter- Reader query columns and phone-ins were by far Market activities tire digital TV switchover, and it represented ac- restrial TV entailed. As a result, we teamed up the most important features during the final two The high cost of advertising in the Stockholm area tive and mobile information initiatives. We re- with the main cable operator Com Hem to inform phases – there were no obvious meeting places in meant we needed to review the type of advertising ceived a great many questions in 2007 about cable TV viewers that their concerns were un- the last two phases in Stockholm, Gothenburg or that had been used in previous phases. Instead of when the bus was scheduled to visit various re- grounded. Our efforts were only partially suc- Malmö, or in Norrland where distances between extensive advertising in the morning papers, focus gions around the country. cessful. central locations are long. was directed to free newspapers and the local press in the suburban areas. Just as in previous At the start of 2007 and phase 4, the necessity of On the whole, the bus attracted a great deal of The main underlying reason that enabled us to 124 phases, advertising aimed to support our informa- being able to demonstrate various solutions was attention and media coverage. It emerged as a achieve such effective collaboration with the me- 125 tion tour, which included the digital TV days at even more apparent, as was the necessity of giv- central aspect of our continued information dis- dia throughout the entire switchover process is shopping centres in the Stockholm area, and to ing straightforward responses to questions per- semination efforts. The bus also visited around naturally due to the fact that digital TV was of im- call attention to the switchover day. taining to programme content and the different ten locations in Jämtland, Västernorrland and mense interest to the entire country. That media operators’ programme packaging and offerings. Norrbotten during the latter part of phase 4. In reporting was so clearly focused on consumers The largest advertising campaign was conducted The bus offered better prerequisites for coordi- Norrland, the pink digital TV bus fulfilled an im- and solutions, however, can primarily be ex- underground. A rolling advertising medium was nated information activities, which meant we portant logistics function, and our local presence plained by the Commission’s neutrality. In our visible for a three-month period – a 50-metre could invite all of the pay-TV operators and new was greatly appreciated even if the number of contacts with the media, we were clear in our long pink underground train car with the digital freeview channels to take part in the information visitors in some small cities were very low. message that we did not represent any commer- TV switchover’s logotype. The car operated at tour. The increased number of free channels of- cial interest. Our assignment was not to market the same time as basic information activities fered a clear advantage to viewers who were not Media penetration or argue for digital TV, but to provide information were going on – information brochure, local flyer interested in taking out a subscription with any of In contrast to earlier predictions, media coverage on what the switchover entailed. advertising and meetings. The total cost of the the operators. We still believed that providing in- during the Stockholm switchover did not greatly campaign basically corresponded to a whole- formation about this option was within our realm deviate from other phases. The Stockholm press The fact that the Commission was perceived as page advertisement on page three in the two ma- of responsibility. The questions we received dur- also adopted the stance of providing consumer neutral without a hidden agenda considerably fa- jor Stockholm newspapers and ing the information tour pertained to various solu- information, and pieces that problematised the cilitated PR work since the media did not feel like Svenska Dagbladet. tions and programme offerings, but Telia’s issue were rare. Coverage was comprehensive it was being used as a megaphone. Neutrality as broadband TV offering was the option that prob- with continuous reporting. We participated in such was an invaluable asset in disseminating in-

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN formation, especially compared to players with Phase 5 – Final and biggest phase 5 was a synthesis of successful segments Gothenburg and Malmö were difficult to attract corresponding roles in other countries. In Nor- from earlier phases. In the analysis phase in while smaller municipalities involved themselves way, for example, commercial interest in the The circle comes to a close 2004, the Commission made the strategic deci- early on. The quick market development that got switchover is pronounced, and the relationship to Phase 5 was not only the final phase, it was also sion to maintain a clear focus throughout the en- off the ground as a result of phase 1 continued, the mass media in the United Kingdom is consid- the largest – both in terms of geography and tire project, and that the basic tone and message and we noted a swift addition of new products erably more charged. number of households. The phase included al- should remain constant throughout. Even if mod- and alternative solutions. It was also clear that most a third of all Swedish households, that is a ifications and additions had been made to infor- the issue of price was continuing to decrease in total 1,355,000 households. The phase was di- mation dissemination at the same rate that importance for the majority of consumers. Con- Phase 4 summary: Digital TV on skis vided into three geographical sub-phases: awareness and the market had developed, sumer buying power and an increased interest in • Värmland and Västerbotten on 3 September households in Skåne were to feel like they had home electronics, especially flat TV screens, All of the switchovers in phase 4 were completed • Gothenburg, Bohuslän and Dalsland on 24 been equally well informed as households on helped facilitate the switchover and the Commis- without difficulty. The switchover in two parts of September Gotland. The integrated concept that was used in sion’s information dissemination. Norrland: Jämtland and Västernorrland on April • Skåne and Blekinge on 15 October. the metropolitan areas was used again, and the 16 posed the greatest challenge that had been bus tour continued to form the foundation of in- Mailings and campaign faced up to that point due to the large number of Phase 5 can be seen as a synthesis of all the formation dissemination. Dialogue with house- Direct information to households also followed transmitter stations than were to be converted – previous phases. The switchovers in Gothenburg holds continued to develop with the assistance previous patterns. The brochure appeared in let- just over 200. Technical work progressed accord- and Malmö were in many ways similar to the of additional reader query columns and chatting terboxes of all 1.3 million households included in ing to plan, though, and questions to our assist- switchovers in the Stockholm region. Värmland via the local media. phase 5 at the end of May. Households in Väster- 126 ance telephone on switchover day were fewer in and Västerbotten resembled the earlier phases in botten in Norrland were an exception. These 127 number than on normal days. The most interest- northern and central Sweden. It was clear to all One decisive factor of success for the entire households had received their brochures in Feb- ing aspect of these switchover days was perhaps those involved that this major project would soon switchover project at that point was the collabora- ruary at the same time that households in other that Teracom not only had to enlist the assist- be complete. The final switch off at the Hörby tion among the Commission, Teracom, SVT and parts of Norrland were informed. We chose to in- ance of snowmobiles and a helicopter, it also had transmitter site on 15 October was something of TV4. The digital TV switchover was made possible form the impacted households in Västerbotten to send skiers to reach the most remote transmit- a repetition of the digital TV switchover’s initiation by a common objective to achieve a smooth tran- earlier because of a boundary fixing problem that ter sites on 14 May. on Gotland two years previously due to its sym- sition. Despite somewhat competing agendas and resulted in a small sliver of Norrland not being af- bolic significance for the entire project and the business objectives, at the end of the day, our aim fected by the switchover in spring 2007. House- The surveys we conducted a few days prior to scope of the Commission’s efforts. was to conclude the project successfully. holds in Västerbotten received a reminder post- the switchover in Stockholm indicated that 98% card a couple of weeks before the switchover on 3 were aware that the switchover was going to take One new challenge faced in phase 5 was related Industry and municipal meetings September instead. place and just over 90% said they had received a to the switchover’s effect on television in neigh- The municipal and retailer meetings in phase 5 sufficient amount of information to allow them to bouring countries. The switchovers in Skåne and progressed smoothly and followed earlier pat- For obvious reasons, the underground campaign prepare. However, there were more calls to the Värmland inspired questions about Danish and terns. Meetings were held in the main town of the could not be repeated in the rest of Sweden. assistance telephone than on a normal day – Norwegian TV viewing. These issues had to be affected areas, in Umeå in January 2007 and in Otherwise however, we believed that Gothenburg around 1,200. Most of the questions concerned addressed even if our obligation to provide infor- Karlstad, Gothenburg, Malmö and Kristianstad in and Malmö could be managed according to the reinstallation of digital receivers, which was a mation was limited to Sweden. March 2007. Interest on the part of municipalities same model used in Stockholm. The communi- recognisable pattern from previous phases. was a repeat of phase 4; major cities such as cation challenges faced here were clear – large A successful conclusion From a logistics and information point of view, CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN areas, large flows of information and a large received by the campaign did not reach the to the switchover scheduled for 3 September as number of cable TV viewers. Due to the difficulty same high level as the campaign in the Stock- early as at the end of May/beginning of June, Phase 5 summary: A successful conclusion of obtaining permission, it was not possible to holm underground. right after phase 4 had been concluded. The in- use the commuter trains in Skåne or the tram in formation tour continued in the autumn with The first two switchover days in phase 5 greatly Gothenburg to adapt the Stockholm under- Tours and media contacts stops in the cities of Karlstad, Trollhättan, Ud- resembled previous switchovers. The local media ground initiative to the local areas. Large plac- The scope of the phase and its geographic distri- devalla, Gothenburg, Helsingborg, Burlöv, oversaw analogue broadcasts being switched ards at local centres of activity and advertising bution resulted in a comprehensive information Malmö, Ystad, Kristianstad and Karlskrona. off, and the press and press releases referred to space on buses and taxis were used instead. tour. The pink bus visited the cities of Storuman, “pushing the button”. Both the pink bus Penetration was good, but the level of attention Skellefteå and Umeå in Norrland to call attention Västra Götaland posed a major challenge in and button pushing had become established terms of information. Parts of Västra Götaland concepts that were strongly associated with digi- Share of households that stopped using TV sets had already switched over one year earlier in talisation of the terrestrial network. phase 3, but new frequency changes at the as a result of the digital TV switchover Borås transmitter site meant that many house- The switchover in Värmland and Västerbotten on 100% holds would be forced to reinstall their set-top 3 September resulted in 800 calls to our assist- boxes in conjunction with the switchover in ance telephone, and the switchovers in Gothen- 90% Gothenburg on 24 September. In practice, this burg, Bohuslän and Dalsland on 25 September in 80% entailed a second switchover for the impacted a little over 1,500 calls. Both of these figures

70% households. Naturally, many households were were completely in line with previous patterns. 128 uncertain whether they were affected or not. Ter- 129 60% acom and the Commission provided the local The switchover on 15 October was somewhat 50% media with information in an attempt to clarify unique, though. Exactly 757 days had passed the issue. Coverage conditions along the west since the switchover on Gotland. Part of the 40% coast also prompted questions. Many house- nervousness and charged atmosphere that had 30% holds did not gain satisfactory reception until af- characterised the Gotland switchover had re- ter switchover day since a number of relay sites turned. Announcements of the final switchover 20% did not begin broadcasting digitally until after an- day were extensive, and Sweden’s Minister for 10% alogue broadcasts had been switched off. Culture Lena Adelsohn Liljeroth and Teracom’s The pink bus and information tour continued to CEO Crister Fritzson were assigned with pushing 0% No difference Stopped Stopped Stopped achieve high levels of penetration, and we were the button for the last time. SVT and TV4 were using 1 TV set using 2 using 3 able to provide a great deal of information via also represented by members of senior manage- TV sets TV sets reader query columns in the morning papers, for ment. A press conference was held when all ana- example. A month-long collaboration with the logue broadcasting had been switched off to em- 98% of households still watch TV, which is unchanged in comparison to before the major Gothenburg newspaper Göteborgsposten phasise the day as historic for Swedish TV. It was switchover. Taking into consideration responses related to satisfaction, it can be concluded that Sweden’s digitisation of the terrestrial network has been unprob- before the switchover on 24 September enabled clear that completed digitalisation entailed new lematic for most households. us to respond to detailed questions of a practical and important issues for the TV industry. The and technical nature. question of how the freed-up frequencies should

CHAPTER 3. INFORMATION CAMPAIGN CHAPTER 3. INFORMATION CAMPAIGN 4. INTERNATIONAL VIEW be used was top priority, and the last button be- demic nature. The Commission’s work in 2004 ing pushed in Hörby on 15 October signalled a and 2005 has been the object of researchers clear starting point for TV in the future. The digital such Roberto Suarez, Ph.D. from Universidad TV switchover as a trademark was a thing of the Pompeu Fabra in Barcelona.35 past, and new issues were ready to take over. Digital TV Commission’s study visits Since Sweden was one of the first countries in the world to switch over to digital terrestrial Germany (Berlin) broadcasts, there was not a great deal of infor- The Digital TV Commission travelled to Berlin in 2007 mation available from similar projects in other June 2004 on a study visit. In Berlin the switcho- 2007 countries. The Digital TV Commission has stayed ver from analogue to digital terrestrial TV was updated on international development, and has carried out in 2003 – making the city the first in been on several study visits to Germany, Italy the world to do so. We met with the parties re- and the United Kingdom, for example. sponsible for the digital TV switchover in Berlin- Brandenburg and with representatives of the city The days of analogue TV technology are clearly state’s senate administration, education and re- numbered. Provided nothing unanticipated hap- search. pens, the final analogue terrestrial broadcasts in 130 2006 the industrialised world will have probably been The lessons we learned during our trip to Germany 131 switched off within a period of ten years. Not greatly influenced our own planning efforts – espe- even five countries have completely switched out cially in terms of collaboration with the municipalities the technology (March 2008) at this time, but in Sweden. We used the Berlin agreement in princi- planning and preparations are underway all ple as our role model. The German “MOU”, Memo- across the globe (see map). randum of Understanding, was used as a steering document and tool to facilitate collaboration and As a result, international interest in the digital TV carry out the switchover as smoothly as possible. switchover in Sweden has increased since 2004, primarily in terms of planning the switchover, ini- Finland tiatives directed to consumer groups with special The Commission visited Finland six months later needs and product development. Sweden is (December 2004). The switchover there had been considered a pioneering country – especially in scheduled for 31 August 2007 for the entire coun- terms of switching over by area. Thus, the Com- try and for both the terrestrial networks and cable. mission has received visits from France, the U.S., We met with representatives of the Finnish Minis- and South Africa, for example. try of Transportation and Communications, the Finnish Consumer Agency and Digita, the operator 35. “Implementation of Digital in the : comparative analysis of the public policies in Sweden and ” International interest has also been of an aca- of the terrestrial network. Thesis dissertation. Pompeu Fabra University, Barcelona.

CHAPTER 4. INTERNATIONAL VIEW CHAPTER 4. INTERNATIONAL VIEW Representatives from a total of ten countries re- up under some sort of influence from the Gov- Increasing interest from the rest of the world Our visit to the UK also led to ongoing contact, in sponded: Finland, , , Germany, ernment, while market player participation has Interest in the Swedish digital TV switchover particular with Digital UK and DTI. Digital UK re- the United Kingdom, France, Italy, Spain, the varied. Market players have been involved in model increased in autumn 2005 when it was put quested ongoing information related to the Com- and the U.S. (See Appendix 11.) planning and information activities from an early into practice. An increasing number of our con- mission’s communication initiatives. We took part stage in the countries where switchover efforts tacts with international parties involved sharing in a seminar on product development at DTI in Decision-making have progressed the most smoothly. Involvement experience from Sweden. As a result, our inter- June 2006. The decision to switch from analogue to digital has in some cases been reinforced by specific national contact network was expanded over the Other contacts terrestrial TV was taken by the parliament or assignments that were incorporated into each of course of 2005 to include Norway, Spain, Italy, The Commission also developed contacts with Government in all of the queried countries. None the players’ broadcasting licence. For example, the United Kingdom, Japan and . We also players in other neighbouring Nordic countries, of the decisions were the result of a completely the BBC had a great deal of responsibility for gave a lecture at a gathering of Nordic mass me- such as Branchen ForbrugerElektronik in Denmark. market-driven process. Thus, a definite final date providing information and assistance during the dia authorities. A particularly large number of contacts were as determined by the Government seems to be switchover in the UK. made with various actors in Norway, such as an important point of departure for the switcho- Italy and the United Kingdom • NTV () ver in all of the countries. It is interesting to note that almost complete po- Commission representatives went on two more • Digitalforum litical agreement regarding the necessity of study visits in 2006: Italy (March) and the United • The Ministry of Culture and Church Affairs It is interesting to note that this also applies to switching over from analogue to digital broad- Kingdom (May). • The Consumer Council of Norway the UK which began by making its switchover casting on the terrestrial network is clear in all of • The switchover in Italy was scheduled for 2006 • NRK process dependent upon market-driven penetra- the countries. This means that political consider- 132 (this was later postponed to 2012). We met • RiksTV. tion for digital TV, but which then decided to plan ations have not affected switchover planning to 133 with communications authority Agcom, the on the basis of a specific switchover date. any great extent. DGTVi consortium and Sitcom, a broadcasting Over the three years it took Sweden to complete its company. switchover, Finland, Norway and Denmark have de- Differences in prerequisites Technical standards cided to switch over, and the Commission has There are several factors that influence how The choice of technical standard for digital TV • The switchover in the United Kingdom was served as an advisor to them at times. The United countries design their switchover plans, such as broadcasts has a certain significance when carry- scheduled to take place between 2008 and Kingdom has also obviously been influenced by the • number of households that are dependent ing out the digital TV switchover. For example, 2012 (after having been previously postponed). Swedish model as well as adopted segments of it. upon the terrestrial network Norway decided to switch over to the more mod- We visited satellite operator BSkyB, the inde- • vigour of various special interest groups ern MPEG-4 video format from the start instead of pendent regulator and competition authority Questionnaire survey on carrying out the digital • interest from the media to MPEG-2, as Sweden did, for example. This for the UK communications industries Ofcom, TV switchover in ten countries • how the terrestrial network is designed and means that the digital TV switchover in Norway the DTI36 and DCMS departments, the Com- who is in control of it will lead to terrestrial broadcasts being able to ac- mission’s counterpart Digital UK, industry or- Before writing this final report, we conducted a • available frequency space commodate additional channels, and that viewers ganisation Intellect and the public service questionnaire survey with the aim of charting how • if there is already digital broadcasting over the will eventually have access to HDTV (high defini- company BBC. digital TV was progressing in other countries. terrestrial network tion TV). An important underlying prerequisite of • political decisions on subsidies to specific groups. Norway’s decision to invest in MPEG-4 from the start was that it had no digital broadcasting prior 36. Currently BERR – Department for Business Enterprise and Regulatory Reform. The switchover plan has most often been drawn to the switchover being initiated. An increasing

CHAPTER 4. INTERNATIONAL VIEW CHAPTER 4. INTERNATIONAL VIEW number of countries are planning for a gradual seminating and formulating information. In Den- forts in most of the countries have focused almost ways result in early action on the part of consum- switchover to MPEG-4 – directly or via MPEG-2. mark, a model has been produced in which a exclusively on the terrestrial network even if there ers. Just as was the case in Sweden, consumers This is true of France, the UK and Denmark, for commercial player will be responsible for content has been an ambition in some countries such as more commonly delay action. The pressure that example, which is an indicator of how quickly de- as operator and for expanding and operating the France to pursue and monitor digitalisation issues an approaching and clear final date place on the velopment progresses once it gets off the ground. digital terrestrial network.38 in a broader perspective. The prerequisites for a consumer is significant, and premature informa- broader perspective differ between Sweden and tion tends to exhaust the recipient. This can be Organisation Implementation plans many other countries since some countries require exemplified by the Copeland pilot area in the Commercial interests had in several instances Like Sweden, most countries have decided to a broadcasting licence for satellite and cable as United Kingdom where the digital TV switchover been given some responsibility for information dis- switch over from analogue to digital broadcasts well, which is not the case in Sweden. was carried out in October 2007. semination; these efforts have only been solely in phases. This entails gradual switch off where Government-based in Sweden, Germany and Fin- one or more channels are switched off at the As was the case in Sweden, most countries have All of the countries indicate a great need for infor- land. Most countries have a specially appointed same time that a few analogue channels continue already begun broadcasting digitally and will ex- mation, and they emphasise the importance of it organisation to coordinate information initiatives broadcasting during a transition period to allow pand the network as their digital TV switchover being neutral, objective and adequate. A large pro- and to ensure that the information consumers re- consumers time to adapt. progresses. Countries that are limited by fre- portion of consumers indicate a need to speak with ceive is neutral. These groups have some sort of quency space are the exception. For example, a physical person. Like Sweden, both Finland and connection to the Government; for example, In Finland and the , however, the Norway will begin broadcasting digitally in one the United Kingdom report that many of the calls through the budget or because the group’s mem- switchover was completed on one single day all area and switch off analogue broadcasts there handled by the telephone service have been time bers were appointed by the Government. The U.S. over the country. The U.S. is planning this type of before digital broadcasts are initiated in the next consuming. The people seeking assistance need a 134 is an exception; information initiatives there are ex- switchover as well. area. National digital broadcasts, thus, will not be great deal of help with the technical aspects of the 135 clusively managed by NAB (National Association established before the switchover is complete. switchover – reinstallation, for example. of Broadcasters), which is trade association that It is also worth noting that most counties in the advocates on behalf of all radio and TV broadcast- survey had already initiated their switchover to The UK also has problems with frequency space. Also like Sweden, many of the countries adopted ers. The U.S. Government, however, has deter- digital terrestrial broadcasts. Most of the switcho- The issue has been resolved by switching off in a local information strategy where local meetings mined that each household will receive a USD 40 vers should be complete by 2012 in accordance stages – one switched off analogue channel pro- with the general public played an important role. subsidy to purchase equipment. Neither has Nor- with the European Commission’s recommendation vides space for a larger digital offering. The re- In the United Kingdom, a local team concen- way created a new organisation; rather, the exist- (refer to the section below “Harmonising meas- maining analogue channels are switched off a few trates on providing practical information and as- ing mass media authority has been assigned with ures within the EU”). There is general agreement weeks later to make room for the entire digital of- sisting the general public during the switchover. ensuring that information dissemination is suffi- that receiving additional channels is the one as- fering. Information on quality labelling and testing of cient and accurate. However, RiksTV, a commer- pect that can prompt consumers to act. digital receivers have been successful. cial player, was created in Norway to act as an op- Information dissemination erator much as Boxer has on the Swedish None of the other countries has followed Finland’s Most countries have begun switching over in a Resources terrestrial network.37 Overall responsibility in Fin- lead in carrying out the switchover on one single pilot area to enable them to gain experience from There are three ways to approach resource allocation: land has remained with the Ministry, but several day for both the terrestrial and cable networks. technical implementation and to assess the need 1. A few of the countries did not set aside any commercial players have had active roles in dis- Just as was the case in Sweden, switchover ef- for information. Among those that have already Government funds for information activities or begun the digital TV switchover, it is clear that for expanding the terrestrial network. The 37. RiksTV is owned by NRK, TV2 and Telenor. disseminating information early on does not al- switchover process is greatly controlled by 38. Negotiations and bidding still in process in Denmark as of February 2008, and news in the matter can be followed on www.mediesekretariatet.dk

CHAPTER 4. INTERNATIONAL VIEW CHAPTER 4. INTERNATIONAL VIEW commercial interests in these countries. installation assistance. These measures are con- • an effective strategy for providing information switch over. Broadcasters had previously been 2. A few countries, primarily Finland, have cho- sistent with the European Commission’s assess- to consumers about programme offerings and granted broadcasting licences for the digital ter- sen a combination – a very limited amount of ment of the State aid rules that apply in the EU. It equipment requirements – the importance of restrial network free of charge. There was no Government funds are allocated to the digital would appear that Sweden is fairly unique in relying providing consumers with sufficient and timely stipulated justification for the scope of the subsi- TV switchover at the same time that other upon the ordinary or regular social security systems information was especially stressed. dy, and there was no connection to actual cost. players invest in the process. Sweden belongs to satisfy the needs of vulnerable groups. The support measures in were deemed to this group. Examining support measures permissible, but not in Germany. The State aid 3. Other countries have invested in a comprehen- Harmonising measures within the EU The European Commission examined two cases regulations in Germany were believed to potential- sive switchover in which the government allo- of support measures in terms of their consistency ly give rise to reduced competition. Neither did the cates a significant amount of funds to informa- The European Commission’s communication with the State aid regulations in the Treaty. The support measures satisfy the requirements for tion dissemination – the United Kingdom is the for a quicker switchover to digital broadcasts examination aimed to determine if the measures technical neutrality and necessity. With its deci- most clear example. At the same time, well- satisfied the requirements of transparency, neces- sion, the European Commission clarified that developed collaboration with commercial play- The European Commission called attention to the sity, proportionality and technical neutrality. some support measures were allowed in conjunc- ers has evolved, and several broadcasters are issue of switching over from analogue to digital TV tion with the switchover to digital broadcasting in obligated to provide information under the broadcasting in a communication in 2003.39 One of the cases involved Austria’s digitalisation Europe. Examples of such measures are stipulations of their broadcasting licences. fund. A subsidy programme linked to the fund • regulation On 24 May 2005, the European Commission sup- aimed to support introduction to digital TV • financial support to consumers Subsidies plemented its communication from 2003 and the broadcasts and facilitate the switchover from • information campaigns 136 Subsidies to help finance digital receivers are e-Europe 2005 Actionplan40 with a new commu- analogue to digital TV broadcasts in Austria.42 • subsidies to balance market disruptions. 137 granted in basically all of the countries. This is nication regarding a quicker switchover from ana- Subsidies from the fund were granted, for example, also true in countries such as the U.S. and Italy logue to digital broadcasts. According to the to pilot projects and for consumer digital equip- One condition, however, is that the Member State where the switchover process is more commer- communication, the European Commission ex- ment purchases, digital services and programme can demonstrate that aid is the most suitable in- cially controlled; set-top boxes in these countries pects the switchover process to have made a development by companies as well as to help strument, that it is limited to a minimum and that are completely or partially financed by market great deal of progress by 201041. The communi- offset the costs incurred by broadcasters as a re- it does not impede competition. players. In the United Kingdom, the BBC offers cation also proposed that analogue broadcasts sult of parallel broadcasting. Subsidies were aid via funds from licence fees, and a special should have entirely ceased by 2012, and intended to help offset actual cost, and they company has been set up to manage subsidies. stressed two factors as perquisites of a success- applied to all platforms. ful switchover: Subsidies are generally offered to the same groups, • A market-driven process in combination with The second case involved Germany where one no matter the country: elderly and functionally disa- target-oriented coordination of broadcasting particular state subsidised commercial broad- bled individuals and low-income families. Initiatives companies and other players, via clear political casters to ensure they used the digital terrestrial include information, financing of TV equipment and decisions, for example network for at least five years.43 The programme had been set up after the decision was made to 39. Communication from the European Commission to the Council, European Parliament, European Economic and Social Committee and Committee of the Regions on the switchover from analogue to digital broadcasts (from digital “switchover” to analogue “switch-off”), KOM (2003) 541 final. 40. Communication from the European Commission to the Council, European Parliament, European Economic and Social Committee and the Commit- tee of the Regions, eEurope 2005: An Information Society for All , KOM (2002) 263 final. 43. The European Commission’s decision of 9 November 2005 regarding Government subsidies that Germany granted to promote the introduction of 41. Communication from the European Commission to the Council, European Parliament, the European Economic and Social Committee and the Com- digital terrestrial TV broadcasts (DVB-T) in Berlin-Brandenburg, C(2005) 3903 final. mittee of the Regions on a quicker switchover from analogue to digital broadcasts KOM (2005) 204 final. 42. European Commission decision of 16 March 2005 for matter N622/2003. CHAPTER 4. INTERNATIONAL VIEW CHAPTER 4. INTERNATIONAL VIEW 5. OTHER INFORMATION The new legislation went into effect on 1 July TV4 (the latter until February 2008) must be 2005. The new regulations had been adapted to broadcast in analogue. A consequence of the the fact that all terrestrial broadcasts were to be rule is that SVT1, SVT2 and TV4 must be availa- digital upon completion of the switchover. It ble in the basic analogue offering to which The Digital TV Commission has also monitored • must-carry regulations meant that must-carry regulations comprised households that are connected to the dominant other issues and areas related to TV that are not • preparedness perspective more channels than previously: cable TV operator Com Hem have access. For directly related to the switchover: • proposals for action to the Government. • Must-carry regulations previously comprised the other channels included under the must-carry SVT1, SVT2 and TV4 on the analogue network regulations operators may chose distribution and one additional public service channel, technology. The new rules began to apply at the such as SVT24, on the digital network. same rate that analogue terrestrial broadcasts • After the amendment to legislation, must-carry were switched off in various areas. 5.1 Information needs related to must-carry regulations regulations comprise a maximum of four si- multaneously broadcast programme services. Information vacuum led to various interpretations The services must be broadcast by a licence One of the Commission’s tasks involved The assignment was deemed important holder whose activities are financed by TV li- The Digital-tv-Commission received a great many monitoring new legislation related to must- since 50% of all households are connected cence fees. These programme services cur- questions in 2004 from the general public pertain- carry regulations and to consider what infor- to cable. Must-carry regulations, both new rently (spring 2008) include SVT1, SVT2 and ing to the must-carry regulations. It was clear that mation might be needed as a result. The task and old, are also closely linked to the devel- SVT24, as well as the thematic channels there was a great deal of concern and confusion 138 was included in the assignment to provide in- opment of digital terrestrial network broad- Barnkanalen and Kunskapskanalen which in the area. The must-carry regulations for cable 139 formation about the switchover from ana- casts. It was thus important that property share a programme slot and are broadcast at networks were often confused with being able to logue to digital broadcasts on the terrestrial owners and individual cable households re- different times. receive the digital terrestrial network’s uncoded network. ceived clear information about the new rules. freeview TV channels. Even before initiating infor- During the period of transition continuing through mation dissemination efforts (in conjunction with Must-carry regulations constitute the legisla- New must-carry regulations 1 February 2008 which is the date stipulated by the terrestrial network switchover), we were able to tion that regulates which programme offering the Riksdag decision for the switchover to be ascertain that the need for information in these ar- cable households are entitled to receive with- The commission of inquiry into the Radio and complete, a maximum of one programme service eas was great. We initiated contact with the fol- out the necessity of paying for reception. The Television Act submitted its progress report, broadcast by another license holder must be re- lowing organisations to set the process in motion: reason underlying the regulations is to guar- Must Carry, in November 2003. The Govern- transmitted. TV4 is the other licence holder. SPA (Svensk Programagentur), SVT, the Swedish antee that cable households have access to ment was tasked with drafting new rules for Consumer Agency and the Radio and TV Author- a certain number of channels with a varied must-carry regulations in 2004. On 26 May According to the new legislation, net operators ity. More concrete measures, however, were not programme offering even if they are typically 2005, a little over three months prior to may decide if retransmission shall be digital or taken since we were anticipating a Government only referred to one operator. switchover day on Gotland, the Riksdag stip- analogue. If the cable network uses both ana- bill amending the legislation. ulated new must-carry regulations.44 logue and digital technology, SVT1, SVT2 and

44. Prop. 2004/05:105, bet. 2004/05:KU26, rskr. 2004/05:252.

CHAPTER 5. OTHER INFORMATION CHAPTER 5. OTHER INFORMATION The number of questions increased after the new The Commission’s role in this context was thus 5.2 The switchover from the perspective of preparedness legislation of 1 July 2005. Many people had diffi- limited to providing general and comprehensive culty interpreting the importance and conse- information that was more directly linked to the quences of the new legislation. Since a period of digital TV switchover, where we could serve as time passed before matters related to the must- coordinator and offer a factual basis for consum- The National Board of Psychological Defence municate the project’s accumulated knowledge carry regulations began to arrive to the Radio ers and property owners. More concrete ques- (SPF) initiated a project in 2005 at the Swedish on an ongoing basis. A follow-up seminar was and TV Authority, the Authority did not develop a tions and questions of principle were referred to Defence Research Agency to study digitalisation held in May 2007, and SPF plans to publish the set practice in the area before 2006-2007. This the Radio and TV Authority. Comprehensive in- of the TV media from the perspective of mass me- project’s final report in March 2008. initially resulted in an information vacuum in formation for property owners, though, had al- dia preparedness. The aim of the study was to fol- which the different players provided information ready been available on our website since De- low the digital TV switchover and create an aware- SPF believes that technical systems are generally about the applicable rules based on their own cember 2005. The information mostly pertains to ness of any vulnerability and new opportunities vulnerable when major changes are made. perspective, which led to even more confusion the obligations property owners have to tenants, that might arise. The project followed the entire Switching out technology necessitates new learn- since the multiple interpretations were subjective. as well as the various alternatives with which digital TV switchover through December 2007. ing and can negatively impact security and pre- property owners were faced in conjunction with paredness during the period of learning. However, Information initiatives related to the digital TV the switchover. Basic information has also been In 2005, the project was mostly focused on cre- SPF made the overall assessment that the digital switchover available via our telephone service. ating an overall view of the Swedish switchover TV switchover has proceeded according to plan to digital terrestrial TV from the perspective of and without any major complications. One issue The need for information was becoming increas- The need for information about must-carry regu- mass media preparedness and on making direct that SPF stressed as positive from the perspective 140 ingly plain, and we continued our attempts to cre- lations has subsequently subsided and, as the observations in conjunction with the first phase of preparedness is that SVT1, as a security meas- 141 ate clarity in terms of interpretation and informa- Radio and TV Authority received matters related of the switchover. The initial results of the project ure, has continued to broadcast in analogue an tion in our contacts with the Swedish Consumer to the must-carry regulations, the scope and were presented at a seminar and in a preliminary additional two weeks after each local switchover. Agency and the Radio and TV Authority. Due to rules for interpretation became clearer. report in spring 2006. SPF also initiated a news- budget constraints, we were limited in our ability letter within the framework of the project to com- to implement information initiatives in the area. Providing information would also not have been appropriate considering that the Radio and TV Authority was the authority that was responsible for applying the new legislation and because it was important not to precede the Authority’s in- formation.

CHAPTER 5. OTHER INFORMATION CHAPTER 5. OTHER INFORMATION 5.3 The Commission’s three proposals for measures that required the Government to take a position

The Commission forwarded proposals for meas- free of charge provided doing so would not entail ures on three occasions that required the Govern- a reduction to the company’s opportunities to ment to take a position. In addition to the two pro- broadcast paid advertising. After contacting the posals that concerned phase 1 (27 September Commission, the Government decided to modify 2004) and the switchover plan for the rest of Swe- TV4’s broadcasting licence conditions on 17 den (20 April 2005), we also called the Govern- March 200545. The modification stipulated that ment’s attention to a modification that needed to TV4’s obligation to broadcast information from be made to TV4’s analogue broadcasting licence. authorities was extended to include information about the switchover from analogue to digital Our budget constraints prevented us from pur- broadcasts on the terrestrial network. It was then chasing advertising space on TV. TV4, however, possible to air our short information clips on TV4 expressed interest in airing our information clip before each phase on a regional basis.

142

45. Government decision Ministry of Education, Research and Culture 17 March 2005 no. I:23.

CHAPTER 5. OTHER INFORMATION

The Digital TV switchover in pictures PHASE 1 Gotland 2005.09.19 Gävle 2005.10.10 Motala 2005.11.21

A low-key tone and a tentative beginning. The strategy was formulated, but the first phase entailed a test to find out whether the message, form and method worked. During Phase 1, which covered 200,000 households and only three municipal seats, we were able to make several on-site visits and really work with establishing 146 support on Gotland and in Gävle and Motala.

Resources were tight at first, but our budget was in- creased just before the switch on Gotland, so we could step up information efforts before the first switchover date, 19 September. 1 Visby Gotland Gävle Hofors Sandviken Ockelbo Älvkarleby Motala Askersund Finspång Karlsborg Mjölby Vadstena

148 149 The pink envelope was distributed to 200,000 households in Phase 1

150 152

Arbetarbladet 2005.10.11 Gotlands Allehanda

20 September 2005 Telephone +46 (0)498 202500 Entered Centre Stage When Gotland Wrote TV History

Digital premier with no major hitches

TECHNICIAN Henrik Hagström from Teracom in Follinbo was the centre of local and national media attention as he pressed the button to switch off the analogue TV network on Gotland at a quarter to ten on Monday morning. There was a break in broadcasting until the afternoon when digital broadcasts started around 4 o’clock, 2 hours earlier than anticipated. Gotland will down in history as being first in the country to make the transition from analogue to digital broadcasting.

The switchover seems to have gone well from both technical and practical points of view for the households that were forced to purchase satellite dishes, digital receivers or broadband TV. “The license fee can now be used to produce more programmes instead of rusty machinery,” said Minister for Education and Culture Leif Pagrotsky (image to the right) on site in Visby. 155

SVT1 will continue analogue broadcasts for a couple of weeks to ensure that important information can be broadcast to people who have not yet acquired the necessary equipment to receive digital broadcasting.

Gotlands Allehanda 2005.09.20 Coverage of digital TV by the Swedish media 2004-2008

650

600 Digital TV

550

500 Mediavision was commissioned by the Swedish in the local and national media. The next most Digital TV Commission to describe how the widely covered was the switchover in Stock- 450 media have covered the switchover in the holm, with almost 100 published articles/ terrestrial network and how awareness among stories. The least interest in connection with 157 400 people age 15-74 evolved during the switchover a switchover was recorded when Värmland period. The analysis was descriptive and and Västerbotten switched to digital TV in 350 quantitative, meaning that focus was on the autumn 2007 and there were only about 20 number of articles or broadcast news stories articles/stories. 300 300 during the five phases of the switchover period. 250 Nearly 8,700 articles or stories were published Sample and method in the Swedish media during the period that Retriever’s media archives and media analysis Number of articles 200 were in some way about or mentioned the tools were used for data collection of articles digital TV switchover. and broadcast stories for the period of 1 Janu- 150 ary 2005 - 15 December 2007. Articles and The highest number of stories occurred shortly stories were grouped by main content in order 100 before or in conjunction with the actual switch- to determine the kinds of questions that over date for the various phases. In most cases, appeared the most frequently in the media. 50 one or more TT bulletins were picked up by the No text analysis was performed. The hits

4 5 5 5 6 6 6 6 7 7 7 7 8 national and local media. The highest peak by returned using Retriever’s analysis tools were far in media coverage was in connection with not weighted according to the respective 09/0 01/0 04/0 07/05 10/0 01/0 04/0 07/0 10/0 01/0 04/0 07/0 10/0 01/0 the very first switchover on Gotland, when medium’s reach. more than 140 articles/stories were published

Month/Year Poof! Black screen. ÕÌÕÀ˜ˆÌÕÀi

Imagine if that were to happen right before the weather, in the middle of a game or when it is time for your child’s favourite television programme. What a horrible thought! The switchover to digital terrestrial TV broadcasts in Motala is now starting. So, it is time to ask yourself the following question: Is my TV ready? If you watch television via cable or parabolic aerial, you can sit back and relax. However, if you have a regular television aerial and wish to continue using it, you need a digital receiver. The digital receiver will allow you to watch television as usual. The difference is that you will receive more channels and your sound and picture quality œ˜Ž tÊÊ will improve. And, of course, your match will -Û>ÀÌʈÊÀÕÌ>˜° not be interrupted by a black screen.

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DTVK_Motala_Hels_248x360.indd 1 05-11-09 16.39.31 Press conference: Almedalen, Gotland, 2005.09.19

160 PHASE 2 Kisa, Norrköping 2006.02.27 Västerås, Uppsala, Örebro, Östhammar 2006.04.03 Bollnäs, Borlänge, Hudiksvall, Mora 2006.05.02

It had worked: we had the guts to shift into a higher gear. Phase 2 was greater in scope, but the project team did not increase in numbers. The information approach and local presence had worked in Phase 1, but had to be adapted.

162 Along with Teracom, SVT and TV4, we organised our local presence as “Digital TV Days.” An information tour of busy shopping centres attracted both citizens and media. The operators were invited as well and TV viewers could see what a SCART cable looks like and compare pay TV packages. 2 Kisa Boxholm Kinda Linköping Ydre Åtvidaberg Norrköping Flen Katrineholm Nyköping Oxelösund Söderköping Valdermarsvik Vingåker Uppsala Knivsta Västerås Arboga Avesta Enköping Eskilstuna Fagersta Hallstahammar Heby Kungsör Köping Norberg Sala Skinnskatteberg Surahammar Örebro Degerfors Hallsberg Karlskoga Kumla Laxå Lindesberg Ljusnarsberg Nora Lekeberg Östhammar Norrtälje Tierp Bollnäs Ljusdal Ovanåker Söderhamn Borlänge Falun Gagnef 165 Hedemora Leksand Ludvika Smedjebacken Säter Vansbro Hudiksvall Nordanstig Mora Malung Orsa Rättvik Älvdalen 166 167

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Local print advertising 174 175

Nya Wermlandstidningen 2007.06.01 Skaraborgs Allehanda 2006.10.12 Ljusnan 3 May 2006 Local newspaper in Dalarna [Caption under image]: Mikael Wennberg was on his way to the slave Mikael Wennberg, shutting down the analogue transmitters in Edsbyn and Voxna to convert them network with the push of a button. Mikael Hellmyrs to the digital system. is following the events on behalf of Radio Gävleborg. Digital transmitters have existed at the Arbrå station since 2001, but some adjustments were Analogue network being shut down needed and frequencies from the switched off here for good analogue transmitters needed to be set for the total switchover to be completed. A number of Now only possible to see TV2 and TV4 digitally lines needed to be drawn in Arbrå as well. * Analogue broadcasts of TV1 will continue for In addition to the large transmitter in Arbrå, the two more weeks most recent digital switchover also included the transmitters in Hudiksvall, Borlänge and Mora. “This At exactly 9.45 a.m. on Tuesday, Mikael is the largest area thus far to make the switch to Wennberg pressed the button that switched digital on the terrestrial network,” says Carina Koch, off the TV2 analogue transmitter at the station who is the project manager for information about 176 in Arbrå. He took a few steps and repeated the the digital switchover at Teracom. 177 procedure a few seconds later to shut down Carina Koch believes that this phase of the the TV4 transmitter. D Day, as in digital. switchover will comprise around 250,000 house- holds. “We have 25 teams, a total of 60-70 people, ARBRÅ. Teracom’s transmitter station at Kyrkberget who are working on the switchover.” in Arbrå was not quite itself on Tuesday. Carina Koch is not particularly worried about Mikael Wennberg and Niklas Forslund, who anything going wrong with this switchover. “All of the operate the Arbrå transmitter, are normally the already completed switchovers have functioned only two people there. well from a technical point of view.” Now there were around ten people in the station, all there to ensure that the Arbrå transmitter and its Everything went well this time as well. slave transmitter began broadcasting digitally. Carina Koch was able to report that everything was Now that Mikael Wennberg has switched off finished and functioning all over Hälsingland by the analogue network for TV1 and TV4, the TV1 4.00 p.m. transmitter will broadcast for two more weeks. By 5.00 p.m., there were only three transmitters The switchover to digital broadcasting has begun. in Dalarna that had not been reported as ready. “I don’t feel nervous about this. Naturally, things MORGAN ELIASON can go wrong. That is always the case when +46 (0)278 275 75 technology is involved. But we are as well prepared [email protected] as we can be,” says Mikael Wennberg.

Dalarnas Tidningar 2006.05.05 PHASE 3 Halland, Småland, Öland, Västergötland 2006.11.06

The novelty has worn off. There was a general election in autumn 2006 in Sweden and we had only one switchover date to deal with. On the other hand, it was a very large area that covered 765,000 households.

178 The switchover in the earlier phases had gone so well that there was a risk people would not pay attention. For that reason, we took a new approach with three-metre high advertising pillars located in the middle of the main square, for instance. There was an regular TV antenna at the top and the text “Do you have one of these, too?” sparked response from both the public and the media. 3 Borås Herrljunga Mark Svenljunga Tranemo Ulricehamn Vårgårda Bollebygd Emmaboda Borgholm Högsby Kalmar Lessebo Mönsterås Mörbylånga Nybro Torsås Uppvidinge Finnveden Gislaved Gnosjö Halmstad Båstad Hylte Laholm Markaryd Jönköping Habo Nässjö Aneby Eksjö Sävsjö Tranås Vaggeryd Vetlanda Skövde Falköping Gullspång Götene Hjo Mariestad Mullsjö Skara Tibro Tidaholm Töreboda Vara Ödeshög Varberg Falkenberg Vislanda Alvesta Ljunby Värnamo 181 Växsjö Älmhult Västervik Hultsfred Oskarshamn Vimmerby The digital TV switchover launched a new medium – mobile advertising pillars.

182 183 www.digitaltvovergangen.se

Just like the brochure, Digital TV Switchover webbsite 2.0 reflected the trend in awareness and knowledge about the shift. The question “Why?” did not need as much space; instead there was now a need for links and information about solutions. “How?” was augmented with broadcast news reports and newsrooms. Material for secondary in- formers was given its own subpage and the website was given a clearer orientation towards in-depth information and became a hub of the campaign. 184 185 Caravan, Instön 2007.03.31 1:30 p.m.

186 187 Den 6 november går vi över till digitala tv-sändningar. Då är det bra om du är Den 6 november går vi över till digitala tv-sändningar. Då är det bra om du är redo. Känns det krångligt kan du alltid fråga Göran, han är redan klar. Eller gå in redo. Känns det krångligt kan du alltid fråga fröken Jansson, hon är redan klar. på vår hemsida, där finns all hjälp du behöver. Eller gå in på vår hemsida, där finns all hjälp du behöver. Göran på Fröken macken Jansson 188 har gjort har gjort 189 det. det.

www.digitaltvovergangen.se 0771-10 11 0 0 www.digitaltvovergangen.se 0771-10 11 0 0

Local print advertising 190 191

The digital TV switchover spreads PHASE 4 Stockholm 2007.03.12 Ångermanland 2007.04.16 Norra norrland 2007.05.14

Big city information noise. The winter of 2007 was time for the digital TV switchover in the first true metropolitan region. How could we reach people in all the “information noise,” where many TV viewers believed that they already knew what they needed to know?

192 The “Now it’s our turn” concept was a boost to the entire information campaign and with allusions to local public transport, we drove around in our pink bus and showed boxes and digital reception throughout Stockholm County. The digital TV bus was such a hit that later that spring we kept using it to take us and all the informational ma- terials all the way up to Kiruna and Haparanda. 4 Stockholm Botkyrka Danderyd Ekerö Haninge Huddinge Håbo Järfälla Lidingö Nacka Nynäshamn Salem Sigtuna Sollentuna Solna Stockholm Strängnäs Sundbyberg Södertälje Tyresö Täby Upplandsbro Upplands Väsby Vallentuna Vaxholm Värmdö Österåker Nykvarn Gnesta Trosa Sollefteå Kramfors Sundsvall Härnösand Timrå Sveg Härjedalen Tåsjö Dorotea Strömsund Vilhelmina Ånge Bräcke Örnsköldsvik Östersund Berg Krokom Ragunda Åre Arvidsjaur Arjeplog Malå Norsjö 195 Sorsele Gällivare Jokkmokk Kalix Haparanda Kiruna Pajala Älvsbyn Boden Luleå Piteå Överkalix Övertorneå Phase 4 brought a new visual aesthetic for the information

196 197 The bus

A rebuilt public service bus became an unusual carrier of the continued information effort. An exhibition of various types of digital boxes and antennas, connection diagrams and brochures from all providers could straighten out a lot of questions.

198 199 Lorem ipsum Lorem ipsum Lorem ipsum

200 201 Apartment building, Kiruna 2006.11.27 2:30 p.m.

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Local print advertising 206 207 A new format for public information

208 209 210 211 212 213

Svenska Dagbladet 2007.01.17 The Commission, most recently in a press release CEO Canal Digital, Sweden SvD Wednesday 17 January 2007 last Friday (12 January), is encouraging Swedes to purchase a set top box that is approved by Tera- STEPHAN GUIANCE com and to ensure that is has a slot for a Smart CEO Fast TV Debate efforts have completely focused on informing Card (from Boxer). ANDERS NILSSON Editor Sune Olofson Swedes that they should receive digital TV via To top it off, a former board member of Boxer’s CEO MTG, Sweden Phone +46 (0)8 13 51 49 the terrestrial network. holding company has been appointed as principal PER NORMAN Assistant editor Hans O. Alfredsson Other companies have had to fight from the secretary of the Commission. CEO SES Sirius AB Phone +46 (0)813 56 94 start to ensure that Swedes are informed of their And the Commission is supposed to act MARTIN CULLBERG e-mail [email protected] available options when their analogue TV signal non-politically and independently? CEO Tele2 Vision AB is shut-down. We demand a change! We want to encourage ERIK HALLBERG DON’T SWALLOW THE PROPOGANDA The Digital TV can be received in four different ways journalists in Sweden not to swallow the Com- TeliaSonera Commission planning the switchover to digital TV – via satellite dish, cable, broadband and the mission’s propaganda. Inform Swedes of their BIRGITTA STÅL claims to be non-political and independent. We terrestrial network. The consumer is not easily able options to the Government’s solution for digital TV. CEO TV8 have great difficulty agreeing with the Commis- to ascertain this information based on the infor- We also urge the Commission to take their HASSE BREITHOLZ sion’s claim. Information is distorted in order to mation provided by the Digital TV Commission. assignment seriously and to understand that work CEO TV3 & TV6 benefit the Government’s finances.This is what The options have several advantages and has thus far not been properly performed. ULRIK BENGTSSON representatives of ten TV companies are disadvantages such as number of TV channels, We do not urge the Commission to sell parabolic, CEO Viasat, Sweden claiming. possibility of HDTV, interactivity, price, possibility of broadband or cable solutions. 214 receiving freeview channels without a subscription, 215 etc. These are issues that the consumer currently Distorted information about However, we do urge the Commission to stop has no opportunity to learn about and evaluate. digital TV marketing terrestrial network and Boxer One issue that distorts information to the solutions and to inform Swedes of their In 2003, the Riksdag determined that analogue advantage of the terrestrial network is the fact that options in an objective and neutral manner; broadcasts on the terrestrial network would Teracom, which has technical responsibility for that is, to inform consumers in the manner cease by 1 February 2008. The switchover is taking shutting down the analogue signal and activating clearly stipulated by the EU Commission’s place in phases, and Stockholm is next in line. the digital one, has such a prominent role in the directive. A commission was appointed to keep Swedes Commission’s information. informed of progress. The commission’s assign- Finally, we would like to urge the new Government, ment is to plan the switchover and to provide Teracom owns Boxer, which has a monopoly in particular Minister for Culture Lena Adelsohn information. on pay-TV subscriptions on the terrestrial Liljeroth, to review how information has been network; naturally, the company has informed distributed and to understand how seriously it Digital TV can be received in four ways – via Swedes that they should purchase receivers has distorted competition in the market. satellite dish, cable, broadband and the terrestrial in order to receive pay TV from Boxer. Doing network. According to the authors of the article, so benefits Teracom and thus the Govern- MARCUS NYLÉN this is not easily ascertainable based on the ment. CEO Bredbandsbolaget information provided by the Digital TV Commission. PATRIK HOFBAUER From the very beginning, the Commission’s PHASE 5 Western Sweden, Västerbotten 2007.09.03 Göteborg 2007.09.24 Skåne, Blekinge 2007.10.15

Last but not least. Our tireless bus driver Sefa did not abandon us and after more than 18,000 km, we parked the bus in Ystad to inform the public for one last time. Media interest was rekindled and Minister for Culture Lena Adelsohn-Liljeroth pushed the button for the very last time. 216 More than 4 million households had received the pink brochure, more than 650 transmitter stations had become digital-only and more than 50 Digital TV Days had been held between September 2005 and October 2007. 5 Filipstad Hällefors Kristinehamn Storfors Karlstad Forshaga Grums Hammarö Kil Lycksele Bjurholm Åsele Skellefteå Storuman Sunne Arvika Eda Hagfors Munkfors Torsby Vännäs Nordmaling Robertsfors Umeå Vindeln Bäckefors Bengtfors Dals Ed Lidköping Mellerud Säffle Åmål ÅrjängGöteborg Ale Alingsås Härryda Kungsbacka Kungälv Lerum Mölndal Partille Stenungsund Tjörn Öckerö Trollhättan Essunga Grästorp Vänersborg Uddevalla Färgelanda Lilla 219 Edet Lysekil Munkedal Orust Sotenäs Strömstad Tanum Helsingborg Höganäs Åstorp Ängelholm Hörby Bjuv Hässleholm Höör Klippan Kristianstad Perstorp Simrishamn Sjöbo Skurup Tomelilla Ystad Örkelljunga Karlshamn Bromölla Olofström Osby Ronneby Sölvesborg Tingsryd Östra Göinge Karlskrona Malmö Bjurlöv Eslöv Kävlinge Landskrona Lomma Lund Svalöf Staffanstorp Svedala Trelleborg Vellinge Kultur&Nöjen B3

Måndag 1 oktober 2007 REDIGERING: SUSANNE CLAESSON E-post: nojen@.se SYDSVENSKANh Tf nöjeschef: Jonas Nilsson, 040-28 11 76 SYDSVENSKANhMåndag 1 oktober 2007 Postadress: Nöjen, Sydsvenskan, 205 05 Malmö &Nöjen Fax: 040-23 52 20 B2 Kultur 4Liljevalchs konsthall i Fem vidare efter musikalaudition Stockholm har bjudit in fyra Monty Python-musi- Fem sångerskor gick vidare i uttagningen till Oprah tjänar bäst personer till den jury som 4 Helena Magnusson, 26 år, 4Staffan Sillén blir ny Oprah Winfrey drar in or- kalen ”Spamalot” Det var teaterpedagogen Clooney aktuell 4 Programledaren ska utse konstnärer till Vår- , 30, frilansaren och Wallmans-sångaren chef för Ekot på Sveriges gymnasieläraren Linda Gladh dentligt med pengar. Hon tjänade mellan juni salongen 2008. Juryns ord- Malena Björner, 40 och Wallmans- ”Nunnan” vann Radio. Sillén har vikarierat som chefredaktör , 35, lärarstudenten George förra året och juni i år 260 miljoner dollar (mer förande är Mårten Casten- Nina Söderquist internationellt tv-pris som chef för Ekot sedan i 4Den amerikanska skådespelaren artisten Susanne Petersson som inte angett någon ålder. Alla kommer Clooney kan bli chefredaktör för en dag. Det än 1,5 miljarder kronor) enligt tidningen For- fors, verksamhetschef vid 4SVT-dokumentären ”Nunnan” av våras och har tidigare sagt från Skåne och deltog i en casting på Mediegymnasiet i Malmö på lör- är den brittiska tidningen The Independent som bes lista över de tv-personligheter som tjänar Sveriges allmänna konstför- Maud Nycander vann det internatio- att han inte var intresse- dagen. Den 21-23 oktober konkurrerar de med 50 sångare om tio plat- förhandlar om att låta Clooney leda tidningens bäst. ening. De övriga tre är Liv nella tv-priset ”Prix Italia” för bästa rad av att bli permanent Jerry Seinfeld, som ser vid en audition i Stockholm. Tio väljs ut för direktsändning i TV3. arbete under en dag i mars nästa år, skriver På andra plats ligger Stoltz, Ikko Yokayama och dokumentär vid festivalen i Verona på chef. Men nu har han änd- Vinnaren får huvudrollen när musikalen sätts upp i London. The Guardian. Tidigare har U2-sångaren ”bara” fick ihop en knapp fjärdedel av Mia Zeek. lördagen. Filmen handlar om nunnan rat sig. Han efterträder Giorgio Armani Oprahs inkomst, 60 miljoner dollar. Cilla Benkö som nu är bi- Bono och modedesignern Marta som nitton år gammal gick in i FOTO: PAUL HAWTHORNE/AP trädande programdirektör. gjort samma sak. karmelitklostret i Glumslöv och har FOTO: KEVORK DJANSEZIAN/AP varit där sedan dess. FOTO: MAUD NYCANDER Utsökt dans ■KRÖNIKA • FILM Samvetets Världen följer Sveriges tv-omläggning kryddad kon ikt era länder. Den svenska modellen har väckt stort intresse i fl med en knallrosa buss som åker z ska vara perfekt eller att det ska med humor Hörby när tv-sändaren där, som omkring i landet för att informe- i stridens lätta teknikskiftet, har övergång- finnas tillräckligt många boxar. den sista i landet, blir helt digi- ra. Och fransmännen tror inte på Många digitaliserar inom några år Sverige har blivit ett före- en varit mycket framgångsrik. Man måste sätta bollen i rullning tal. oss när vi berättar hur lite peng- 4Finland genomförde hela sin digitalisering på en enda dag, den 31 au- rar 40 år. gångsland när det gäller för att behov och efterfrågan ska Cullbergbaletten fi Marknätet är grundstommen ar vi spenderat på informations- gusti. hetta Väckt stort intresse uppstå, säger Digital-tv-kommis- digitaliseringen av tv-nätet. för tv-mottagningen i hela värl- arbetet. Med väldigt små medel, 4Danmark har som mål att vara digitaliserat år 2009. flykt, variation. Sedan kunde Hur påverkas fotogra- Den svenska modellen har sionens huvudsekreterare Stina Dans. Cullbergbaletten eller Länder från hela världen den och överallt går man mot cirka tio kronor per hushåll, har 4Storbritannien har skjutit på sitt datum två gånger. Nu siktar man på koreografen heta Mats Ek fer och filmare som gång på väckt stort intresse i andra län- Sandell. 40 år. Koreografi : Birgit en digitalisering av det nätet nu. vi lyckats nå väldigt många till att ha släckt det analoga nätet år 2012. Johan Inger (som varit respek- gång dokumenterar samman- står på kö för att få veta der som står i begrepp att digita- Cullberg, Mats Ek, Alexander Sverige var, vid sidan av Tysk- exempel genom broschyrer, an- 4Norge har också skjutit på det. De börjar släcka det analoga nätet i tive är konstnärliga ledare), el- drabbningar mellan obeväp- mer om den svenska mo- lisera sina nät. I somras var par- Vill låna knallrosa buss Ekman, Johan Inger. Film: Tilman land, det första land som satte en nonser och bussar. höst och ska vara klara om två till tre år. ler Alexander Ekman, ett ungt nade demonstranter och va- dellen. lamentsledamöter från Storbri- Det är framförallt det svenska O’Donnell och Thomas Zamolo. deadline för när digitaliseringen 4Frankrike har sänt analogt och digitalt parallellt sedan år 2005 och löfte. Programmet innehöll penutrustad polis/militär? tannien på besök i Sverige, i tors- greppet med en neutral kommis- Malmö och musikteater Digitaliseringen av det svens- skulle vara genomförd. börjar släcka sitt analoga nät nästa år. De siktar på att vara klara år dessutom effektfulla filmade Frågan är aktuell med tan- dags kom en stor delegation från sion som har till uppgift att in- 29.9 ka marknätet för tv-sändningar 2009. intervjuuttalanden av diverse ke på händelserna i Burma Frankrike hit. formera alla på bred front, med är snart genomförd. Den 15 okto- Andra är mer försiktiga 4USA har påbörjat sin digitalisering och ska vara klara år 2009–2010. profiler, från Svennis Eriks- och den ställs också i den chi- Den här veckan anländer en hjälp av annonser och turneran- 4Cullbergbaletten – begreppet ber släcks de sista analoga signa- – Väldigt många länder i värl- 4Kina ska vara klart år 2009. sons dansbands-Värmland och lenska dokumentären ”La grupp från Sydafrika och även de informationsbussar, som har har nästan legendens status. lerna för gott i och med att Skåne den är mer försiktiga. Man vän- Text: 4Sydkorea har skjutit på sitt slutdatum, de ska vara helt digitaliserade prinsessan Christina fru Mag- ciudad de los fotógrafos” Sydkorea har visat intresse. Och väckt intresse utomlands. I fyrtio år har den förgyllt det blir digitaliserat. tar, analyserar, kartlägger. Men Ulf Clarén år 2011. nusons starka balettintresse, till (”Fotografernas stad”) som Digital-tv-kommissionen tvinga- – Engelsmännen har till och svenska kulturlivet och dess- Enligt Digital-tv-kommissio- vår erfarenhet säger oss att man [email protected] Lars Norén, som mindes ung- ingår i programmet för den des säga nej till en förfrågan från med frågat om de får låna vår idé utom med heder försvarat en nen, den myndighet som haft till inte kan vänta på att tekniken domens obehagliga skoldan- ambitiösa festivalen Latin- Danmark om att få vara med i plats i den internationella kon- uppgift att övervaka och under- ser – och andra unga och gamla amerika i fokus i Malmö. Där serten. röster, roligt och verkningsfullt blir den aldrig ett huvudämne Allt har inte varit en dans på hopklippta. eftersom Sebastián Morenos rosor. För Birgit Cullberg själv film i första hand vill hedra var vägen lång till det fulla er- Att framhäva enskilda dansare minnet av alla de chilenare kännandet, och starten för den i detta jämna kompani är svårt. som under kampen för demo- fasta truppen var blygsam. Men Kollektivet regerar. Däremot krati föll offer för Pinochetre- nu har Cullbergbaletten vuxit Tystnad tar jazzen vill man gärna utpeka några gimens förtryck. Dokumentä- från åtta till nitton dansare och nummer i den raska kavalkaden ren berättar den för omvärl- rör sig framgångsrikt över hela av kortare kompositioner. Mats den tämligen okända histori- dansvärlden, hittills i 47 län- Ek fanns med genom fragment en om hur fotografer i Santia- der. ur ”Svansjön”, ”Törnrosa” och go under 70- och 80-talet gick till obrutna marker ”Carmen”. Johan Inger svara- samman och stöttade varan- Det var därför en högtidsstund de för åtskilliga inslag med ex- dra när de dokumenterade när fyrtioåringen tog vägen om empel på cullbergsk esprit och medborgarnas protester. SydsvenskanJan Lundgren 2007.10.01 sammanför jazz och renässansmusik. Svenska Dagbladet 2007.10.15 Malmö med sitt jubileumspro- – Jag vill hela tiden utvecklas. Alexander Ekman kammade Hans utgångspunkt är att re- gram. Gästspelet formade sig Man måste driva sig själv fram- hem kvällens goda skratt med För två av de medverkande – Musiken blir bättre ju nässanskompositörernas harmo- till en återblick över gångna da- åt, annars tröttnar man på sitt sina uppfinningsrika scener i filmen kommer frågan om djärvare man är. nier, ackord, ska hållas intakta. gar och som en pedagogisk in- eget spel. Och då tröttnar nog ”Detaljerad dansinstruktion” våldets inverkan upp. Jo, när Säger pianisten Jan – Sedan kan man lägga vilka blick i dansens väsen och mys- publiken ganska snabbt också. och ”The Swingle Sisters”, tre det drar ihop sig rinner adre- linjer som helst med högerhan- terier – helt enkelt en pr-insats, Lundgren och fortsätter Att verkligen brinna för det man kvinnor vid ett bord, vilka koor- nalinet till, blir den enes svar. den. Musiken blir bättre ju djär- sammansatt av virtuos, estetiskt gör och behålla sin nyfikenhet dinerar sina hostattacker på ett Och det skrämde honom och själv att ta nya grepp. vare man är. utsökt danskonst, kryddad med är nödvändigt. Det särdeles skickligt vis. En sketch gjorde honom mycket med- – Jag har kämpat i humor, elegans och entusiasm. Senast har han fört ihop re- handlar om att inte som kunde komplettera ”Gre- veten om den egna inre pro- många år för att lära Luft och Nyckelordet för kvällen kunde nässansmusik med jazz. På ski- bli bekväm, utan vinnan och betjänten” som ny- cessen. mig jazzens regler. tystnad vara: energi – förmedlad genom van ”Magnum mysterium”, som våga möta andra årsnöje. Den populära touchen Den samvets- och känslo- När man gör så fogar dansarnas egen gnista släpps på onsdag, sjunger Gus- behövs, musikaliska förhåll- blev aldrig populistisk. Att fira konflikt som journalister och man in sig själv i ett Birgit Cullberg var själv re- taf Sjökvists kammarkör de runt »spänning kontra ningssätt. med Cullbergbaletten var både fotografer kan hamna i när språk, det handlade presenterad som koreograf i 500 år gamla kyrkliga sångerna, ”Magnum myste- vackert, avspänt och mysigt. det gäller att rapportera från det inte om här. Och avslappning. Så ett kort avsnitt ur ”Romeo och medan Lundgren och basisten/ rium” tillägnas min- Ett fång rosor till jubilaren att krig och våldshärdar, då ar- det känns skönt att stå Julia” från 1969, men hela pro- cellisten Lars Danielsson spe- får man det man net av Ingmar Berg- dansa på! betet även innebär en journa- på obruten mark och grammet bars av hennes anda: lar till. spelar att betyda man. Carlhåkan Larsén listisk kick, är ämne för både slippa alla referenser, energi i varje rörelse, tempo, – Ingen annan har gjort detta – Jag var mitt böcker, dokumentärer och tyngden och förvänt- något för den som tidigare vad jag vet, förklarar Jan inne i mixningen av spelfilmer. ningarna som kommer lyssnar. Lundgren. skivan när han dog. Till de starkaste intrycken med att spela låtar av Jan Lundgren om – Det närmaste måste vara Jan Jag lyssnade åter- Två festivalpris till ”Den man älskar” i Morenos verk hör närbilden Charlie Parker eller den stilla, nästan Garbareks och Hilliardensemb- igen på hans som- liska ”The Band’s Visit”, i regi av en åldrad hand framför ett Django Reinhardt. meditativa musiken 4Den svenska filmen ”Den man lens album ”Officium”, men den marprogram om av Eran Kolirin, tilldelades ju- förtvivlat gammalt mansan- Lundgren erkänner på nya skivan. älskar”, i regi av Åke Sand- musiken är också lite äldre. varifrån musiken ryns stora specialpris. Samma sikte. Fotografiet har en av att ”Officium” betytt gren, tilldelades två priser när kommer och kände verk fick även festivalens pu- fotograferna tagit av sin far en hel del som inspi- Köpenhamns internationella Blir modigare efter hand att jag håller med om mycket av blikpris. då sonen berättade för pap- ration. filmfestival avslutades i lördag Kammarkören sjunger på vad han sade. Norrmannen Marius Holst pan om tiden i Pinochetregi- – Jag har inte lyssnat så mycket kväll. Sofia Ledarp fick priset ”Magnum mysterium” körsång- belönades med regipriset för mens fängelse. Fotografen på den, men så är det. Garbarek FOTO: HÅKAN RÖJDER som bästa skådespelerska för er av storheter som Orlando di Har plats för tystnad ”Blodsbånd”. Det manliga skå- var den som under livsfarliga bröt igenom en vall där. rollen som den misshandlade Lasso, William Byrd och Chris- Som Jan Lundgren påpekar: despelarpriset gick till frans- betingelser dokumenterade Jan Lundgren i rätt miljö. Pianisten passar sällsynt väl på Malmöhus renässansslott just nu när han släpper en Lena och danske manusförfat- för tobal de Morales. Lundgren och alla vet hur viktig musik var fick mannen Mathieu Amalric kropparna efter mängder av Vill hela tiden utvecklas skiva där jazz och renässansmusik möts. taren Kim Fupz Aakeson Danielsson spelar ömsom med, för Bergman och vad tystnaden ser och upplever otroliga lycko- hans roll i ”La question hu- avrättade medborgare i en ut- Att pröva nya saker är viktigt ju äldre jag blir. Man slåss med priset för bästa manus. Festi- ömsom ”mot”, det vill säga im- betydde för balansen i hans fil- – Allting är bra i den! Jag kän- stunder. maine”. tjänt gruva. I för Jan Lundgren. spelar att betyda något för den sina egna tvivel. valens förnämsta utmärkelse proviserar i jazzens tonvärld. mer. ner igen mig i Ingmar Bergmans Juryns ordförande var dag finns bara – Om man bara vilar på gamla som lyssnar. – Arbetet med den nya ski- Den gyllene svanen gick till is- – Man blir modigare och modi- – Musiken på vår nya skiva är tankar om konstnärskapet och Text: svenska producenten Katinka en liten grus- lagrar blir det tråkigt, säger han. Ingmar Bergmans film ”Höst- van har drivit mig in i euforiska ländska filmen ”Börn” i regi av gare efter hand som man lär sig stilla, nästan meditativ och har ångesten runt det man gör. Alla Faragó. hög på platsen. Idag ligger ju också möten mel- sonaten”, om den åldrade kon- känslor och även åt andra hållet. Alexander Agrell Ragnar Bragason . Den israe- reglerna för en musikstil. Då kan plats för tystnad. Luft och tyst- har vi sådana sidor att dras med [email protected] lan olika kulturer i luften, många sertpianisten och hennes dotter, Man går igenom några inre kri- man börja gå utanför dem, säger nad behövs, spänning kontra av- och jag känner det mer och mer av dagens jazzmusiker söker sig är en Lundgrenfavorit. Jan Lundgren om tonspråket på slappning. Så får man det man Annika Gustafsson åt det hållet. [email protected] plattan. 222 223 224 225 226 Hörby 2007.10.15 9:05 a.m.

228 Attachments

1 Committee terms of reference 2 Members and Experts in the Digital TV Commission 3 The Digital TV comissions proposal for switchover plan 4 Commission’s proposal for the switchover plan 5 Decision of the Government regarding the switchover plan June 2005 – map 6 Teracom’s build-out of the digital terrestrial network – MUX build-out 7 Municipal checklist and step-by-step guide. 8 Documentation of workshop 2006-06-02. 9 Digital TV Switchover Help Telephone – statistics 10 Statistics from Branschkansliets Marknadsinformation AB 11 International overview 1. Committee terms of reference

2

The commission shall present a plan for discontinuing analogue broadcasts as soon as possible after the Riksdag passes a Committee terms of reference resolution based on the Government bill on digital TV broadcasts (prop. 2003/04:118). The commission shall submit Commission on the switchover to digital an account of its activities every year by the end of February. A Dir. final report will be submitted by the end of March 2008. terrestrial broadcasting 2004:32

The Riksdag’s resolution on digital TV broadcasts, etc.

Cabinet meeting resolution, 11 March 2004. On 28 May 2003, the Riksdag resolved that digital TV broadcasts should be expanded and that analogue TV broadcasts should cease after a switchover period (prop. Summary of the assignment 2002/03:72, bet. 2002/03:KU33, rskr. 2002/03:196). Analogue TV broadcasts will be discontinued by stages. Discontinuation The commission shall prepare the switchover from analogue to shall not commence before legislation on the obligation to digital terrestrial broadcasting as well as coordinate necessary rebroadcast certain TV programmes over cable networks has information. Consideration will primarily be taken of consumer been adapted to a situation where all terrestrial broadcasts are wishes and needs. The commission will maintain close contact digital. Analogue broadcasts shall have completely ceased by 1 232 with organisations that represent various consumer groups as February 2008. 233 well as authorities and organisations that are affected by the The Government passed a Government bill on digital TV change. broadcasts (prop. 2003/04:118). The bill proposes that digital The commission shall have the following tasks. It shall terrestrial broadcasts from Sveriges Television AB and Sveriges Utbildningsradio AB shall have the same coverage as the x present a plan for when analogue broadcasts will cease companies’ current analogue terrestrial broadcasts. At least 98 in various areas, per cent of the population should be able to receive digital x consider if shutting down analogue terrestrial terrestrial broadcasts from at least one more frequency channel. broadcasts on a trial basis in a limited area is an The commission’s assignment appropriate option, Analogue broadcasts have existed since television’s infancy in x monitor expansion of digital terrestrial broadcasts, the 1950s, and can no longer be further developed. Digital TV x monitor development of the digital TV market, broadcasts will offer consumers simple and reliable TV x plan and coordinate information to the public about the distribution in the future. At the same time, conditions are switchover, created for continued development of public service television’s x consider what information will be needed as a result of programme range on existing and new TV channels. new legislation related to the obligation to rebroadcast Commercial TV channels also become accessible to more certain TV programmes on electronic communication people. networks. The switchover from analogue to digital broadcasting technology entails an adjustment for most consumers. In order for adjustment to be made as smoothly as possible, it is 3 4 important to focus on consumer needs and interests. Based on the perspective of consumers, the commission’s task is, among 2008. According to the example of stages that Teracom other things, to plan how the adjustment should take place, submitted in the communication, the analogue terrestrial monitor expansion of digital broadcasts, monitor development broadcasts would first cease in Norrland. on the digital TV market and coordinate information to the As stated in the parliamentary resolution, discontinuation shall public about the adjustment. The various tasks will be described not commence before legislation on the obligation to in more detail below. rebroadcast certain TV programmes over cable networks has been adjusted so that all terrestrial broadcasts are digital. In the report called Must Carry (SOU 2003:109), the commission of Plan how the adjustment should take place inquiry into the Radio and Television Act (KU 2000:01) submitted a proposal for legislative amendments to ensure access to a basic range of TV programmes when analogue Points of departure terrestrial broadcasts have ceased. The public consultation of According to a parliamentary resolution, analogue terrestrial the report was recently concluded and draft legislation is being broadcasts will be discontinued by stages. Analogue broadcasts prepared at the Government Offices. The Government believes shall have completely ceased by 1 February 2008. that the modified legislation will come into force in 2005. The expansion of digital broadcast networks began in densely populated areas of the country. Digital terrestrial broadcasts Proposals for shutting down analogue terrestrial broadcasts on a 234 currently reach around 90 per cent of the population. The trial basis in a limited area before the real discontinuation 235 Government’s proposal in the bill on digital TV broadcasts begins have been forwarded The aim of a trial shut-down of this (prop. 2003/04:118) entails at least two transmitter networks kind is to obtain practical experience of public need in terms of being expanded so that 98 per cent of the population can receive information and service when analogue broadcasts cease. broadcasts in their permanent residences. The proposal involves the range of public service company broadcasts increasing The task additionally as a result of small broadcasting stations being The commission shall present a plan for when analogue converted from analogue to digital usage. This will enable broadcasts will cease in various areas. When producing the households that currently receive Sveriges Television’s and plan, the commission shall primarily consider the needs and Sveriges Utbildningsradio’s analogue broadcasts to receive the wishes of consumers. Various technical requirements and two companies’ digital broadcasts when analogue broadcasts expansion of digital broadcasting networks must naturally be have ceased. taken into consideration. In a written communication to the Government, Teracom AB The commission shall also consider if shutting down analogue proposed a schedule for continued expansion of the digital TV terrestrial broadcasts on a trial basis in a limited area is an network as well as for discontinuing analogue TV broadcasts. appropriate option. If the commission believes that a trial of this According to the proposal, the expansion of two digital kind should be implemented, it will put forward a proposal for transmitter networks to 98 per cent coverage should be appropriate areas as well as other requirements for the trial. implemented in 2004. Conversion of small broadcasting stations from analogue to digital broadcasting should take place to allow discontinuation to be done in stages between 2005 and 5 6

Monitor the expansion of digital broadcasts device for the TV receiver, what is known as a set-top box, or be built into the TV receiver itself. Background Thus far, digitally broadcast TV programmes have generally been provided through subscriptions. Digital TV receivers are According to the Government’s proposal in the bill on digital often sold at a low price to programme package subscribers. TV broadcasts (prop. 2003/04:118), the range for digital As an alternative to subscribing to encrypted programme terrestrial broadcasts should increase from 90 to 98 per cent of services that incur a charge, households can opt only to receive the population as a result of digital broadcasts on at least two unencrypted broadcasts that do not incur a charge. All of frequency channels being introduced to the locations where Sveriges Television’s and Sveriges Utbildningsradio’s large broadcasting stations currently only broadcast using programmes are currently broadcast unencrypted on the digital analogue technology. These locations are Arvidsjaur, terrestrial network, as is TV 4’s main channel. Bäckefors, Filipstad, Finnveden, Gällivare, Lycksele, Pajala, An independent and competitive market for various types of Sollefteå, Storuman, Sunne, Sveg, Tåsjö, Ånge and Överkalix. digital receivers has emerged in the United Kingdom and A number of small broadcasting stations also need to be Germany. Prices for equipment have drastically dropped. It is digitalised in order to improve opportunities for reception important that receivers with performance adapted to the wishes within the areas covered by the large broadcasting stations. of various consumer groups reach the Swedish market. There is The Government also proposes that digital terrestrial broadcasts a need for both simple and more advanced receivers that can, of Sveriges Television’s and Sveriges Utbildningsradio’s TV for example, manage various programmes at the same time that 236 programmes maintain the same coverage that the companies’ they are marketed at low prices. It is important that equipment 237 analogue broadcasts currently have by converting analogue manufacturers also take consumers into consideration who, due broadcasts to digital broadcasts at small broadcasting stations to functional disabilities for example, may have difficulty using that lie outside the range of the large broadcasting stations. This new household electronics. means that around 99.8 per cent of the population will be able It is also important that subscriptions to digital programme to receive the programmes. services are designed to enable adaptation to various consumer needs. This can apply, for example, to subscription periods, the The task opportunity to gain access to additional or fewer programme services as well as the situation faced by households with more The commission shall continuously monitor the expansion of than one residence or TV receiver. digital terrestrial broadcasts as well as the conversion of small broadcasting stations. The task The commission shall monitor development of consumer Monitor development of the digital TV market products for receiving digital TV. This applies to technical solutions that emerge as well as competition among producers and suppliers of receiver equipment and price development of Background various types of receivers. The commission shall also monitor Special decoders will be needed in order for digital TV how different ways of providing digital programme services broadcasts to be received. The decoder can be an additional develop in terms of consumer needs as well as contribute to 8 7 Companies that supply home electronics offer regular telephone special consumer needs being channelled to the players who consultation to customers who need it. The need for this type of develop products and services. The commission shall also service may increase as a result of most households needing to monitor how public acquisition of receiver equipment develops. acquire equipment for digital TV reception. The Riksdag’s resolution allows consumers ample time to Information to the general public regarding the switchover acquire equipment for digital TV reception. This means that the need for individual guidance and service can be spread out over a greater period of time. Background One specific question is related to how property that is connected to cable will be affected by the switchover. As The television is one of our most important mass medias and previously mentioned, the commission of inquiry into the Radio something which is used by basically everyone in our society. and Television Act submitted a proposal regarding legislative The switchover from analogue to digital broadcasting is thus an amendments in order to ensure access to a basic range of TV important issue for consumers. programmes when analogue terrestrial broadcasts have ceased. It is necessary that everyone receive information about the The public consultation of the report has been concluded, and switchover as well as what they need to do in order to receive draft legislation is being prepared at the Government Offices. television with the new technology. The information needs to take into consideration the fact that different consumers have The task 238 different needs based, for example, on their residence or 239 number of TV receivers. Special consideration needs to be The commission shall plan and coordinate information to the taken of individuals who for different reasons may have public regarding the switchover as well as act to ensure that difficulty receiving information about the change. affected companies offer service by phone as well as other Special services and information are also required for assistance related to using digital receiver equipment. In this households that will not have access to parallel broadcasting context, the commission shall ascertain what type of during the switchover. Technical prerequisites also need to be information the various players are planning. When necessary, created in order for technical equipment to be installed and the commission shall initiate cooperation between the different tested before the switchover, for example by broadcasting test providers of information as well as ensure that needs for images with digital technology. information are met. When planning its work, the commission Different players will have reason to distribute information should take advantage of other countries’ experiences. about the upcoming change. This applies, for example, to The commission shall monitor work related to legislation on programme companies, programme distributors and companies rebroadcasting certain TV programmes in electronic that market receiver equipment. Organisations that represent communication networks as well as consider what information various consumer groups also need to inform their may be needed as a result of new legislation. members. Individuals who require special types of information such as the elderly, individuals with functional disabilities and individuals who have limited knowledge of Swedish may Working methods and presentation benefit if the organisations that represent these consumers are The commission shall work in close contact with the consulted before information is provided. organisations that represent different consumer groups such as 9

elderly and functionally disabled consumers. The commission shall also maintain ongoing contact with the authorities, companies and organisations that are affected by the switchover. Political parties shall also be given appropriate insight into the commission’s work. The commission may set up one or more reference groups in order to facilitate contacts. The commission shall present a plan for discontinuing analogue broadcasts as soon as possible after the Riksdag passes a resolution based on the Government bill on digital TV broadcasts (prop. 2003/04:118). The plan shall be submitted to the Government. If the commission deems that a trial shutdown of analogue broadcasts in a limited area should be carried out, it shall forward a proposal regarding this to the Government. The commission shall submit an account of its activities to the Government every year by the end of February. A final report will be submitted to the Government by the end of March 2008. If the commission deems measures to be necessary that require 240 the Government to take a position, it can submit a proposal for 241 such measures. (Ministry of Culture)

3. The Digital TV Commission 2. Members and Experts in the Digital TV Commission

Members 20 April 2005 25/05 Anders Sundström (Chairman) 2004-03-17—2004-08-18 Lorentz Andersson (Chairman) 2004-08-19—2008-03-31 Digital TV Commission Ku 2004:04 Ministry of Education, Research and Karin Lindell 2004-03-17—2006-06-30 Culture, Division for Media Chairman Lorentz Andersson Anders Ljunggren 2004-03-17—2006-06-25 Principal Secretary Pierre Helsén Anna Serner 2004-03-17—2008-03-31

Perc Brodén 2004-03-17—2008-03-31

Agneta Broberg 2006-06-26—2008-03-31 Mojdeh Zandieh 2006-06-26—2008-03-31 The Digital TV Commission’s switchover plan for continued switchover from analogue to digital terrestrial Experts

Peter Schierbeck 2004-03-17—2008-03-31 The Digital TV Commission proposes that analogue TV broadcasts be Roger Suup 2004-03-17—2008-03-31 switched off according to the plan outlined in Appendix 1 to this Filippa Arvas Olsson 2004-03-17—2008-03-31 communication.

Lars Marén 2004-03-17—2008-03-31 It is the Commission’s opinion that an evaluation of the experiences from 242 Marie Jeanette Axélius 2004-03-17—2005-09-19 phase 1 should be performed on an ongoing basis to enable the switchover to 243 continue without pause and to continue during 2006. Anna Wibom 2004-03-17—2004-08-15 2005-05-30—2005-11-06 The plan was produced in collaboration with Teracom AB (Teracom). In Ingolf Berg 2004-08-16—2005-05-01 addition, Sveriges Television AB (SVT), Utbildningsradion AB (UR) and TV4 AB (TV4) have been consulted on an ongoing basis. Karin Sjöberg 2005-09-20—2006-02-13 Nils Hertzberg 2005-11-07—2006-11-05 In order to keep to the schedule, necessary decisions should be made by the Government by the end of May 2005. Jesper Svarén 2006-04-10—2008-03-31 Lena Carlsson 2006-11-06—2008-03-31 Background The Adminstrative office About the Digital TV Commission’s assignment Principal Secretary Pierre Helsén 2004-04-15—2007-06-30 The Riksdag has decided (prop. 2002/03:72, bet. 2002/03:KU33, rskr. Principal Secretary/Communications Officer Stina Sandell 2004-07-01—2008-03-31 2002/03:196 and prop. 2003/04:118, bet. 2003/04:KU24, rskr. 2003/04:231) Commission Secretary Malin Wallin 2004-08-09—2008-01-31 that digital TV broadcasts shall be expanded and that analogue TV broadcasts shall cease. Analogue broadcasts shall be switched off in phases, Communications officer Anders Bjers 2004-06-07—2007-03-31 and shall be completely switched off by 1 February 2008. Digital Press officer Gustaf Brusewitz 2005-04-25 - 2008-02-29 broadcasting networks shall be expanded to enable basically everyone in Sweden to receive the public service companies’ digital broadcasts from (consultant, fulltime during periods)

Webmaster Sarah Pålvall 2006-03-13—2006-09-30 Post address Street address Switchboard Telefax 103 33 Stockholm Regeringsgatan 30-32 +46 (0)8-405 10 00 +46 (0)8-405 31 65 Sweden 2 3

terrestrial transmitters. At least one more digital transmitter network should Commission emphasises the importance of decisions being made well in be expanded to cover 98 per cent of the population. advance of future phases to enable information initiatives to get started as

soon as possible. The Digital TV Commission (Ku 2004: 04, dir. 2004:32) has been assigned with monitoring the expansion of digital terrestrial broadcasting and to Prerequisites for the continued switchover produce a plan for switching off analogue broadcasting in different areas. The Commission has also been assigned with planning and coordinating A great deal of the experience that was gained during phase 1 is unique from information to the public regarding the switchover to digital broadcasting on several points of view. Phase 1 deviates from future phases in that only a the terrestrial network. limited number of municipalities and inhabitants are affected. However, such a large number of inhabitants and municipalities will be affected in the About phase 1 continued switchover that it is not possible to take the wishes of individual municipalities into consideration when organising the phases. Neither will On 27 September 2004, the Digital TV Commission presented its proposal the Commission be able to collaborate with municipalities to the same active for the first phase of the switchover, which included the Motala/Linköping, and locally adapted extent in terms of disseminating information that was Gävle and Gotland service areas. The choice of service areas was primarily possible during phase 1. Rather, the Commission hopes that the made in consultation with Teracom. The aim of the first phase was not to municipalities that were included in phase 1 will be able to help provide perform a pilot; rather, the aim was to introduce the switchover to a limited information and support to and share their know-how with the area to enable the Commission to learn from the process in terms of municipalities included in the coming phases of the switchover. It is already technology and communication. Geographic and demographic variables were apparent that the efforts required of the municipalities will continue into the taken into consideration as was willingness on the part of the different future as well. The Commission also believes that media coverage will municipalities. change in the future. Before phase 1, distributing information was a central

element of the Commission’s media work. Media coverage has also been of On 22 December 2004, the Government decided that the Motala, Gävle and national interest because of the novelty of the first phase. Media coverage is 244 Gotland service areas should switch over to digital broadcasting between 1 245 expected to become increasingly local and to emphasise consumer issues September and 13 December 2005. Decisions regarding the exact dates for more when leading up to future phases. switching off analogue broadcasting in each of the areas were left to the

broadcasters SVT, UR and TV4. After consulting with the Commission, the According to the Riksdag’s decision, digital terrestrial broadcasts from SVT broadcasters decided that analogue broadcasting should gradually cease in the and UR must have the same coverage as the company’s current analogue different service areas. All of the analogue channels will be switched off on terrestrial broadcasts (99.8 per cent) before analogue broadcasts cease. Thus Gotland on 19 September 2005. Analogue broadcasting in Gävle of TV4 and when expanding its digital terrestrial network, Teracom has prioritised the SVT2 will be switched off on 10 October 2005, and SVT1 will be switched transmitters included in phase 1. Teracom’s aim is for the digital terrestrial off on 24 October 2005. Analogue broadcasts in Motala of SVT1 and SVT2 network in phase 1 to have achieved the level of coverage that currently will be switched off on 21 November 2005, and TV4 will be switched off on corresponds to the analogue terrestrial network by 15 June 2005. Teracom 5 December 2005. Information text will be displayed during a transition will also continue to prioritise expansion in the areas next in line for period after analogue broadcasts have ceased. The text will provide terrestrial digital TV. Doing so will enable the residents in each phase to information regarding what has happened, and viewers will be referred to access digital TV broadcasts to the greatest extent possible before analogue teletext and the Internet for further information. broadcasts cease in the area.

The Digital TV Commission’s work and preparations for phase 1 have been The decision to switch off analogue terrestrial broadcasts has lead to an ongoing since autumn 2004. These efforts have contributed to an improved increased level of awareness on the part of the general public in terms of knowledge base for both the Commission and other stakeholders. The what digitalisation means. All of the terrestrial broadcasting, cable Commission learned that information about phase 1 was insufficient and/or broadcasting and satellite broadcasting operators now include the concept of came too late. The Commission’s information has primarily been delayed “digital” in their marketing. Competition for consumers is stiffer, and the because the Government resolution on phase 1 was not reached until 22 number of offerings from all of the distribution platforms has increased. Set- December 2004. Primarily based on the criticism it received, the top box prices have also continued to decrease. Development is expected to 4 5

continue since several large producers such as Philips will be making extensive launches in summer 2005. Operating on a large-scale basis allows The Commission produced a proposal for the switchover plan in close these producers to compete with their prices. Among other things, launches collaboration with Teracom, both in terms of the number of phases and the include TV sets with a built in set-top box. Simple set-t o p boxes have thus organisation of each phase. SVT and TV4 have been consulted about the far not been offered to any great extent (that is, set-top boxes without a card proposal on an ongoing basis. To the extent possible, the Commission has slot and that only receive freeview TV). This is probably the result of taken the viewpoints of consumers, retailers and producers into retailers preferring to sell set-top boxes that have been tested by Teracom consideration. for the Swedish mar ke t . The high fees that are charged to test set-top boxes at Teracom limit the number of players that are able to do so. At the same time, simple set-top boxes are gaining an increasing amount of attention in Number of phases in the switchover the mass media, and demand is expected to put a great deal of pressure on retailers and distributors to include these types of set-top boxes in their The Commission’s proposal: The switchover should progress r a g e . continuously, and the next phase should be scheduled for spring 2006, bringing the total to five. The mass media’s attention has benefited the Commission’s work in that issues related to digital TV have been highlighted. However, one effect of the The different options attention has been that basically all digitalisation is associated with the The Digital TV Commission has considered how many phases the continued terrestrial network’s switchover; many consumers believe they will be switchover should include. From the point of view of communication, affected by the switchover despite the fact that they are not directly implementation should preferably avoid summer and holiday periods since it dependent upon the terrestrial network. Other platform operators have also is more difficult to reach consumers with information about the switchover to an increasing extent questioned the Commission’s neutrality and have said during those periods. From the point of view of consumers, it is also 246 they wish to be a part of the information process alongside Teracom, SVT preferable to avoid cold winter periods since roof aerials may need to be 247 and TV4. adjusted as a result of the switchover. Work on transmitter sites is simplified if switchover does not occur during the coldest periods of the When to submit the plan year. In light of this, there are about two years and a maximum of four In its proposal for phase 1, the Commission stressed that a plan for the periods left until Sweden should have made the full switchover to digital continued switchover should be submitted in conjunction with the terrestrial TV. commencement of phase 1. The Commission has already submitted its proposal for the switchover plan because it believes that submitting the One possibility is to continue the switchover directly after phase 1 and thus proposal early will create the positive conditions necessary for planning the begin the next phase in the spring of 2006. This type of solution would switchover. The Commission’s position is supported by SVT, TV4 and require a switchover consisting of a total of five phases (Appendix 1). The Teracom as well as the retail chains with which the Commission has been in aim would be to ensure that the switchover progresses as a continuous contact. Everyone involved has emphasised the importance of a quick process, and that the first phase is not left as an independent project. decision for the continued switchover’s schedule. Another option is to take a break in spring 2006 so that the switchover would only comprise four phases (Appendix 2). In this case, the aim would In order for planning to stay on track so that the switchover can be be to allow time for a comprehensive evaluation of the experiences from completed by 1 February 2008, the Government needs to make necessary phase 1 decisions soon regarding how the switchover should proceed and under what circumstances. The Commission’s position is based on what impact the different options might have in terms of consumer interest, communication work, technical Consultation with stakeholders implementation, the possibility of utilising resources for assistance and advice as well as the need for evaluation. The viewpoints of terrestrial When performing the assignment, the Digital TV Commission shall take network players and retailers have also been taken into consideration. consumer wishes and needs into consideration, as well as stay in close contact with organisations that are affected by the change. 7 6 Technical implementation of the switchover Taking the interests of consumers into consideration Continuing with phase 2 in spring 2006 offers better opportunities for An ongoing switchover that continues as early as spring 2006 means that coping with the switchover to ensure that it is completed by 1 February demand for set-top boxes will be steady, which benefits consumers in terms 2008. The switchover should include as many phases as possible since some of product availability and price development. An ongoing switchover transmitter sites need to be adjusted the same day that analogue broadcasts benefits competition between set-top box and content suppliers, which c e a s e . Technical prerequisites for coping with the switchover on time are should lead to lower prices. greatly improved if the number of transmitter sites that need to be adjusted within the framework of the same phase is minimal. Taking a break from the switchover could result in this development being Utilising resources for assistance and advice interrupted, resulting in less demand. If pressure on the market to produce simple and inexpensive products and products that meet special needs is In conjunction with the switchover from analogue to digital broadcasting on insufficient, the consumer will not receive better access to these types of the terrestrial network, consumers will need telephone service and other products. It is most likely that the element of competition that benefits the assistance to cope with the change. If the switchover is divided into several consumer will remain constant if the switchover progresses without a break. phases, need will be spread out over a longer period of time and opportunities to offer adequate help to all consumers will improve. Continuing the switchover without a break will also help prevent the belief Need for evaluation on the part of some consumers that the process will not be completed. The group of “refusers” that has been identified in all of the Commission’s The Commission believes that the experience gained from phase 1 will be surveys should probably be more correctly designated as “procrastinators”. valuable in terms of planning the continued switchover and determining what A certain amount of momentum in the switchover is thus preferable to information is necessary. One advantage of taking a break from the switchover in spring 2006 is to enable a comprehensive evaluation of phase prevent these consumers from unnecessarily delaying their actions. 248 1 to be performed. This would allow the Commission a more stable basis to 249 work from in coming phases. The Commission would also have time to Planning communication develop and clarify collaboration that was initiated before phase 1. New Compared to taking a break, an ongoing switchover also means that it will be types of collaboration could also be initiated. The Commission would gain easier to take advantage of the information resources that were used in phase additional time to produce solutions for consumers with special needs. 1. The Commission has established a communication platform and produced a communication plan. The Commission has also managed to establish However, the Commission believes that an evaluation of phase 1, in which collaboration with several major players in the TV industry, in particular consumer interests are safeguarded, can be performed on an ongoing basis. with SVT, TV4 and Teracom. One of the benefits of collaboration is the Strategic communication initiatives must be introduced early on, but they assistance telephone that has been established. It is thus desirable for the can be adapted gradually based on how digitalisation develops and the switchover to be an ongoing process in which all of the players’ initiatives opinions of other stakeholders. Collaboration initiatives also risk stagnation are taken advantage of, built upon and gradually improved. if there is a break.

Viewpoints from other players A break between phase 1 and phase 2 would also entail public awareness of the switchover being weakened. Greater and more costly information Teracom, SVT and TV4 strongly prefer that the first phase be followed up initiatives from the Commission and other players would be necessary. This as soon as possible by additional phases to ensure that digitalisation is a is true no matter if the choice is made to start from the beginning when continuous process. From Teracom’s point of view, it is important that providing information or if information is provided on a continuous basis in there is a sufficient amount of time to convert and adjust transmitters to order to sustain public awareness of the approaching switchover. It should ensure adequate coverage on the digital terrestrial network. The new also be noted that information about a phase to be implemented in autumn technology offers broadcasters advantages in terms of programmes. The companies want to keep service areas for regional and local broadcasts 2006 must be initiated in the spring and summer, which means it will compete with the approaching election for attention. Thus, from the point of view of information, a break in the switchover would be a considerable disadvantage in terms of implementing the Commission’s assignment. 9 8 Prerequisites for communication initiatives united to the greatest extent possible. Furthermore, broadcasters pay double The Commission has to a large extent taken SVT’s regional and TV4’s local transmission fees as long as there is parallel broadcasting. divisions of the broadcasting network into consideration. The express aim has been to minimise the effects on broadcasters’ regional and local Representatives of the large retail chains have also requested that broadcasts to the extent possible. When considering this aspect, the continuation from phase 1 progress quickly. A break from the switchover Commission proposes that the switchover build upon an expansion based would be disadvantageous to retail chains in terms of stocks and training on phase 1. A solution of this kind would offer several advantages in terms initiatives. of technological aspects and information.

Information initiatives that adhere to municipal boundaries will naturally spill over into the following phase, which is advantageous from a Scope of various phases communication point of view. There are also advantages from a retailer point The Commission’s proposal: The number of municipalities and of view. Access to set-top boxes has been cited as a potential problem, but households should be distributed as evenly as possible over time. The overlapping information will help retailers in adjacent areas prepare for phases should be divided into one spring and one autumn phase in 2006 and several phases at the same time. This will guarantee consumers’ 2007. opportunities to purchase a set-top box. A longer intensive sales period will probably also result in consumers receiving more offers with reduced prices

as a result. In its proposed switchover plan, the Commission has taken consideration of several different factors. The Commission has primarily taken consideration Area division of the importance of there being a sufficient amount of time for technical preparations before each phase and of the necessity of creating positive The Commission has aimed for the number of households and municipalities prerequisites for clear information about the switchover. to be as evenly distributed as possible over the phases. The Commission 250 also recognises the advantage of waiting to switch over metropolitan areas 251 until it has become more experienced in managing several households at once. Technical prerequisites Stockholm, Gothenburg and Malmö should thus be placed in one of the later In principle, the Commission believes that the phases should be divided into phases, and they should be placed in different ones. spring and autumn phases in both 2006 and 2007. The spring phases could last from 1 March to 31 May, and the autumn phases could last from 1 Other considerations September to 30 November. Areas that are not suitable for making In its proposal, the Commission has taken the fact that it is more difficult to switchover adjustments in the winter can be scheduled for late spring or reach the population with information during holiday periods and weekends early autumn. The time that is left over after completing phase 5 can be used into consideration. However, consideration was not taken of the placement to make any final adjustments. of various events which might be considered as driving forces when digitalising the terrestrial network. Neither did the Commission consider the Naturally, it is crucial that Teracom believes that expansion of the digital issues from a political point of view. terrestrial network is practically feasible and that it is possible to verify adequate coverage before the switchover takes place. In its contact with the Digital TV Commission, Teracom has indicated that expansion will be Summary of the Digital TV Commission’s proposal prioritised for main transmitter sites and relay sites in the order they are Based on the information above, the Commission believes that there are impacted by the switchover, just as was the case for phase 1. One aim of the compelling reasons for a continuous switchover in which the second phase expansion is to ensure that there is access to terrestrial digital TV well in should take place in spring 2006. A continuous switchover with five phases Clean cut advance of the switchover becoming reality. solutions entail relay is an option that also benefits the interests and needs of consumers. This sites being switched from analogue to digital broadcasting without a period option also offers the best chance to provide clear information about the of parallel broadcasting; the Commission and Teracom are working to make switchover. The Commission will be able to maintain a continuous the impact of these switchovers as minimal as possible. 4 Commission’s proposal for the switchover plan

Appendix 1 10 Commission’s proposal for the switchover plan communication process with households. The schedule for the switchover will be optimised so that, from a technical point of view, it should be Analogue broadcasting switch off in five phases possible to complete by 1 February 2008, and opportunities for utilising

assistance and advice will improve. Phase 1 – autumn 2005 Location/Main transmitter site Individuals Households Municipalities The only compelling reason for taking a break in spring 2006 is that doing so Gävle 197 789 96 5 Motala 58 438 28 6 would allow a sufficient amount of time to perform a comprehensive Visby 62 933 31 1 evaluation of phase 1. However, the Commission believes that an evaluation Total: 3 319 160 155 12 of this kind that safeguards consumer interests can be performed on an Phase 2 – spring 2006 ongoing basis. Location/Main transmitter site Individuals Households Municipalities Bollnäs 113 279 55 4 In terms of the geographical placement of various phases, the Commission Borlänge 238 246 116 9 Hudiksvall 61 135 30 2 believes that the number of municipalities and households should be Kisa 128 563 62 5 distributed as evenly as possible over time and that they should be divided Mora 44 053 21 5 into spring and autumn phases in 2006 and 2007. One suggestion is to place Norrköping 402 771 196 8 Uppsala 116 875 57 2 the spring phases between 1 March and 31 May, and the autumn phases Västervik 103 390 50 4 between 1 September and 30 November. The switchover in the metropolitan Östhammar 89 005 43 3 Total: 9 1 297 317 630 42 ar eas (Stockholm, Gothenburg and Malmö) should be placed in one of the later phases after the Commission has learned from the experiences of phase Phase 3 – autumn 2006 1. Exact distribution of service areas to the different phases is outlined in Location/Main transmitter site Individuals Households Municipalities Appendix 1. Borås 215 770 105 8! 252 Emmaboda 205 881 100 10! 253 Finnveden 89 005 43 2! The Commission’s proposal is supported by Teracom, SVT and TV4, as Halmstad 218 467 106 5! Jönköping 89 904 44 2! well as by the major retail chains. Considering the Commission’s budget, it Lycksele 33 264 16 3! would be preferable, from the Commission’s point of view, if SVT’s, TV4’s Nässjö 156 433 76 7! Skellefteå 86 308 42 1! and Teracom’s communication initiatives could be firmly established at an Skövde 253 530 123 13! early stage, preferably as an agreement with the Government. Storuman 12 587 6 1! Varberg 58 438 28 2! Vislanda 118 674 58 5! In order for the switchover schedule to be kept, the Government should Vännäs 102 491 50 5! make a decision regarding the Commission’s proposal by the end of May Västerås 418 055 203 14! Örebro 309 270 150 10! 2005. Should the decision be delayed, the information campaign before Total: 15 2 368 077 1 150 88! phase 2 might also be delayed. This will make implementing a phase in spring 2006 difficult.

Lorentz Andersson Chairman Pierre Helsén Principal Secretary

Appendix to the Commission’s proposal for the switchover plan 1(1)Source: Teracom AB Alternative to switchover plan

Appendix 1 Appendix 2 Phase 4 – spring 2007 Location/Main transmitter site Individuals Households Municipalities Alternative to switchover plan Arvidsjaur 23 375 11 5 Gällivare 29 669 14 2 Analogue broadcasting switch off in four phases Kalix 37 759 18 2 Kiruna 31 466 15 1 Pajala 17 981 9 1 Sollefteå 64 731 31 2 Phase 1 – autumn 2005 Sundsvall 139 351 68 3 Location/Main transmitter site Individuals Households Municipalities Sveg 11 688 6 1 Tåsjö 27 870 14 3 Gävle 197 789 96 5 Ånge 17 981 9 2 Motala 58 438 28 6 Älvsbyn 140 250 68 4 Visby 62 933 31 1 Örnsköldsvik 51 255 25 1 Total: 3 319 160 155 12 Östersund 93 501 45 5 Överkalix 8 990 4 2 Phase 2 – autumn 2006 Stockholm 1 601 196 777 29 Location/Main transmitter site Individuals Households Municipalities Total: 15 2 297 063 1 114 63 Bollnäs! 113 279! 55 4 Borlänge! 238 246! 116 9 Phase 5 – autumn 2007 Hudiksvall! 61 135! 30 2 Location/Main transmitter site Individuals Households Municipalities Kisa! 128 563! 62 5 Helsingborg 100 693 49 4 Mora! 44 053! 21 5 Hörby 436 036 212 13 Norrköping! 402 771! 196 8 Karlshamn 207 679 101 8 Uppsala! 116 875! 57 2 Karlskrona 35 962 18 1 Västervik! 103 390! 50 4 Malmö 418 055 203 12 Östhammar! 89 005! 43 3 Bäckefors 109 684 53 7 Borås! 215 770! 105 8 Filipstad 24 274 12 4 Emmaboda! 205 881! 100 10 Göteborg 737 215 358 12 Finnveden! 89 005! 43 2 254 Karlstad 145 645 71 5 Jönköping! 89 904! 44 2 255 Sunne 89 005 43 6 Lycksele! 33 264! 16 3 Trollhättan 41 356 20 4 Nässjö! 156 433! 76 7 Uddevalla 199 588 97 9 Skellefteå! 86 308! 42 1 Total: 12 2 545 192 1 237 85 Skövde! 253 530! 123 13 Storuman! 12 587! 6 1 Breakdown Vislanda! 118 674! 58 5 Vännäs! 102 491! 50 5 Phase Large Small stations Individuals Households Municipalit Total: 20 2 661 164 1 293 99 stations ies 1 3 9 319 160 155 12 2 9 97 1 297 317 630 42 3 15 145 2 368 077 1 150 88! 4 15 279 2 297 063 1 114 63 5 12 123 2 545 192 1 237 85 Total 54 653 8 826 809 4 286 290

Distribution of the number of households during the period 2005 2006 2007 Time period Autumn Spring Autumn Spring Autumn Phase 1 2 3 4 5 Main 3 9 15 15 12 transmitter sites Relay sites 9 97 145 279 123 Households 155 630 1150 1114 1237 Municipalities 12 42 88 63 85

Appendix to the Commission’s proposal for the switchover plan 2(2)Source: Teracom AB Appendix to the Commission’s proposal for the switchover plan 1(1) Source: Teracom AB Appendix 2 Appendix 2

Phase 3 – spring 2007 Municipalities 12 99 94 85 Location/Main transmitter site Individuals Households Municipalities Halmstad 218 467 106 5 Varberg! 58 438 28 2 Västerås! 418 055 203 14 Örebro! 309 270 150 10 Arvidsjaur! 23 375 11 5 Gällivare! 29 669 14 2 Kalix! 37 759 18 2 Kiruna! 31 466 15 1 Pajala! 17 981 9 1 Sollefteå! 64 731 31 2 Sundsvall! 139 351 68 3 Sveg! 11 688 6 1 Tåsjö! 27 870 14 3 Ånge! 17 981 9 2 Älvsbyn! 140 250 68 4 Örnsköldsvik! 51 255 25 1 Östersund! 93 501 45 5 Överkalix! 8 990 4 2 Stockholm! 1 601 196 777 29 Total: 19 3 301 293 1 601 94

Phase 4 – autumn 2007 Location/Main transmitter site Individuals Households Municipalities Helsingborg! 100 693 49 4 Hörby! 436 036 212 13 Karlshamn! 207 679 101 8 Karlskrona! 35 962 18 1 256 Malmö! 418 055 203 12 Bäckefors! 109 684 53 7 Filipstad! 24 274 12 4 Göteborg! 737 215 358 12 Karlstad! 145 645 71 5 Sunne! 89 005 43 6 Trollhättan! 41 356 20 4 Uddevalla! 199 588 97 9 Total: 12 2 545 192 1 237 85

Breakdown Phase Large Small stations Individuals Households Municipalit stations ies 1 3 9 319 160 155 12 2 20 212 2 661 164 1 293 99 3 19 309 3 301 293 1 601 94 4 12 123 2 545 192 1 237 85 Total 54 653 8 826 809 4 286 290

Distribution of the number of households during the period 2005 2006 2007 Time period Autumn Spring Autumn Spring Autumn Phase 1 2 3 3 Main 3 20 19 12 transmitter sites Relay sites 9 212 309 123 Households 155 1 293 1 601 1 237

Appendix to the Commission’s proposal for the switchover plan 2(2) Appendix to the Commission’s proposal for the switchover plan 3(3) Source: Teracom AB Source: Teracom AB 5. Decision of the Government regarding the switchover plan June 2005 – map 34 38 36 37 42 33

4. Breakdown of the transition plan dates as determined by the Government 45 1 41 32 9 35 30 24 6 25 2 26 43 12 23 7 5 10 53 4 15

Phase Transmitter sites Start of SVT2 Broadcastin End of 28 3 8 11 29 52 19 13 phase broadcasts g rights phase 31 39 27 22 18 16 20 40 Broadcastin cease cease Broadcastin 51 54 17 44 14 50 g obligation g rights 48 21 46 49 ceases cease by 47 2 Kisa, Norrköping 2006-02-15 2006-02-27 2006-03-20 2006-05-31 Västerås, Uppsala, Örebro, 2006-04-03 2006-04-24 Östhammar Bollnäs, Borlänge, 2006-05-02 2006-05-22 Hudiksvall, Mora 3 Borås, Emmaboda, 2006-11-01 2006-11-06 2006-11-27 2006-12-12 Finnveden, Halmstad, 258 Jönköping, Nässjö, Skövde, ch–May 2007 259 Varberg, Vislanda, Västervik 4 Stockholm 2007-03-01 2007-03-12 2007-04-02 2007-06-11 Sollefteå, Sundsvall, Sveg, 2007-04-16 2007-05-07 Tåsjö, Ånge, Örnsköldsvik, fected municipalities PHASE 5 Sep-Okt 2007 Östersund PHASE 4 Mar Arvidsjaur, Gällivare, Kalix, 2007-05-14 2007-06-05

Kiruna, Pajala, Älvsbyn, , phase by Överkalix 5 Filipstad, Karlstad, 2007-08-27 2007-09-03 2007-09-24 2008-01-31 Lycksele, Skellefteå, Storuman, Sunne, Vännäs Bäckefors, Göteborg, 2007-09-24 2007-10-15 Trollhättan, Uddevalla Helsingborg, Hörby, 2007-10-15 2007-11-05 Karlshamn, Karlskrona, Malmö PHASE 1 Sep–Nov 2005 PHASE 2 Feb–May 2006 PHASE 3 Nov 2006 Digital TV switchover Location of main transmitter sites and af 6. Teracom’s build-out of the digital terrestrial network – list of transmitter sites

The digital terrestrial TV network in Sweden (2008-01-01)

The digital TV Main transmitter County Number of MUXes Mother station for small Municipalities primarily 6. Teracom’s build-out of the digital terrestrial network – MUX build-out switchover 1) sites transmitted 2) transmitter sites (relay sites) (no.) located in the coverage area 3)

Build-out of the DTTV network in Sweden Phase 4 Arvidsjaur Norrbottens 48Arjeplog, Arvidsjaur, Malå, Norsjö, Sorsele Utbyggnaden av DTTV-näten i Sverige. Phase 2 Bollnäs Gävleborgs414 Bollnäs, Ljusdal, Ovanåker, Söderhamn Population coverage (permanent homes) Borlänge, Falun, Gagnef, Hedemora, Leksand, Ludvika, Phase 2 Borlänge Idkerberget Dalarnas 425 Befolkningstäckning (fast boende) Smedjebacken, Säter, Vansbro

Phase 3 Borås Dalsjöfors Västra Götalands 511 Borås, Herrljunga, Mark, Svenljunga, Tranemo, Ulricehamn, Vårgårda, Bollebygd 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 Phase 5 Bäckefors Västra Götalands 511 Bengtfors, Dals Ed, Lidköping, Mellerud, Säffle, Åmål, Årjäng

Mux 1 - 50% 50% 70% 90% 90% 90% 98+% 98+% 99,8% Phase 3 Emmaboda Kalmar 43Borgholm, Emmaboda, Högsby, Kalmar, Lessebo, Mönsterås, Mörbylånga, Nybro, Torsås, Uppvidinge Phase 5 Filipstad Värmlands 44Filipstad, Hällefors, Kristinehamn och Storfors Mux 2 - 50% 50% 70% 90% 90% 90% 98% 98+% 98+% Phase 3 Finnveden Jönköpings 43Gislaved, Gnosjö

Phase 4 Gällivare Norrbottens 411 Gällivare, Jokkmokk 260 Mux 3 - 50% 50% 70% 90% 90% 90% 98% 98% 98+% 261 Phase 1 Gävle Skogmur Gävleborgs45 Gävle, Hofors, Sandviken, Ockelbo, Älvkarleby Göteborg Ale, Alingsås, Göteborg, Härryda, Kungsbacka, Kungälv, Phase 5 Västra Götalands 514 Mux 4 - - 50% 70% 90% 90% 90% 98% 98% 98+% Brudaremossen Lerum, Mölndal, Partille, Stenungsund, Tjörn, Öckerö Phase 3 Halmstad Hallands 44Båstad, Halmstad, Hylte, Laholm, Markaryd

Mux 5 - - - - 50% 50% 50% 50% 70% 70% Phase 5 Helsingborg Skåne 50Helsingborg, Höganäs, Åstorp, Ängelholm Phase 2 Hudiksvall Forsa Gävleborgs46 Hudiksvall, Nordanstig

Mux 6 ------27% Phase 5 Hörby Skåne 511 Bjuv, Hässleholm, Hörby, Höör, Klippan, Kristianstad, Pers- torp, Simrishamn, Sjöbo, Skurup, Tomelilla, Ystad, Örkelljunga Phase 3 Jönköping Bondberget Jönköpings 42Habo, Jönköping Phase 4 Kalix Norrbottens 42Haparanda, Kalix

Phase 5 Karlshamn Blekinge 43Bromölla, Karlshamn, Olofström, Osby, Ronneby, Sölvesborg, Tingsryd, Östra Göinge

1) Time plan for the digital TV switchover: Phase 1: September-November 2005, Phase 2: February-May 2006, Phase 3: November 2006, Phase 4: March-May 2007, Phase 5: September-October 2007 2) The number of MUXes refers to the build-out that will take place during the different phases of the digital TV switchover. 3) In some cases, municipalities can receive coverage from several main transmitter sites. In this table, the municipalities have been assigned to the most dominant transmitter site in their region. The digital terrestrial TV network in Sweden (2008-01-01) The digital terrestrial TV network in Sweden (2008-01-01)

The digital TV Main transmitter County Number of MUXes Mother station for small Municipalities primarily The digital TV Main transmitter County Number of MUXes Mother station for small Municipalities primarily switchover 1) sites transmitted 2) transmitter sites (relay sites) (no.) located in the coverage area 3) switchover 1) sites transmitted 2) transmitter sites (relay sites) (no.) located in the coverage area 3)

Phase 5 Karlskrona Blekinge 42Karlskrona Phase 4 Sveg Jämtlands 420 Härjedalen Phase 5 Karlstad Värmlands 45Forshaga, Grums, Hammarö, Karlstad, Kil Phase 5Trollhättan Västra Götalands 50Essunga, Grästorp, Trollhättan, Vänersborg Phase 4 Kiruna Norrbottens 49Kiruna Phase 4 Tåsjö Jämtlands 13 Dorotea, Strömsund, Vilhelmina Boxholm, Kinda, Linköping, Ydre, Åtvidaberg Phase 2 Kisa Östergötlands 52 Phase 5 Uddevalla Västra Götalands 511 Färgelanda, Lilla Edet, Lysekil, Munkedal, Orust, Sotenäs, Strömstad, Tanum, Uddevalla Phase 5Lycksele Västerbottens 413 Bjurholm, Lycksele, Åsele Phase 2 Uppsala/Vedyxa Uppsala 61Knivsta, Uppsala Phase 5 Malmö Skåne 51Bjurlöv, Eslöv, Kävlinge, Landskrona, Lomma, Lund, Malmö, Svalöf, Staffanstorp, Svedala, Trelleborg, Vellinge Phase 3Varberg Hallands 42Falkenberg, Varberg Phase 2 Mora Eldris Dalarnas 420 Malung, Mora, Orsa, Rättvik, Älvdalen Phase 1Visby Follingbo Gotlands 56Gotland Phase 3Vislanda Kronobergs 45 Phase 1 Motala Östergötlands 50Askersund, Finspång, Karlsborg, Mjölby, Motala, Alvesta, Ljungby, Värnamo, Växjö, Älmhult Vadstena Phase 5 Vännäs Västerbottens 416 Nordmaling, Robertsfors, Umeå, Vindeln, Vännäs Flen, Katrineholm, Norrköping, Nyköping, Oxelösund, Phase 2 Norrköping/Krokek Östergötlands 57 Söderköping, Valdemarsvik, Vingåker Phase 3 Västervik Fårhult Kalmar 43Hultsfred, Oskarshamn, Vimmerby, Västervik 262 Phase 3 Nässjö Jönköpings 414 Aneby, Eksjö, Nässjö, Sävsjö, Tranås, Vaggeryd, Vetlanda Arboga, Avesta, Enköping, Eskilstuna, Fagersta, 263 Phase 2 Västerås Lillhärad Västmalands 61Hallstahammar, Heby, Kungsör, Köping, Norberg, Sala, Phase 4 Pajala Norrbottens 45Pajala Skinnskatteberg, Surahammar, Västerås

Phase 5 Skellefteå Västerbottens 46Skellefteå Phase 4 Ånge Västernorrlands 49Bräcke, Ånge Phase 3 Skövde Västra Götalands 53Falköping, Gullspång, Götene, Hjo, Mariestad, Mullsjö, Phase 4 Älvsbyn Norrbottens 511 Boden, Luleå, Piteå, Älvsbyn Skara, Skövde, Tibro, Tidaholm, Töreboda, Vara, Ödeshög Degerfors, Hallsberg, Karlskoga, Kumla, Laxå, Phase 4 Sollefteå Västernorrlands 436 Kramfors, Sollefteå Phase 2Örebro Lockhyttan Örebro 54 Lindesberg, Ljusnarsberg, Nora, Lekeberg, Örebro Botkyrka, Danderyd, Ekerö, Haninge, Huddinge, Håbo, Järfälla, Lidingö, Nacka, Nynäshamn, Salem, Sigtuna, Sollentuna, Solna, Phase 4Örnsköldsvik Västernorrlands 419 Örnsköldsvik Phase 4 Stockholm Nacka 69 Stockholm, Strängnäs, Sundbyberg, Södertälje, Ty resö, Täby, Phase 4 Östersund Jämtlands 542 Upplands-Bro, Upplands-Väsby, Vallentuna, Vaxholm, Värmdö, Berg, Krokom, Ragunda, Åre, Östersund Österåker, Nykvarn, Gnesta, Trosa Phase 2 Östhammar Uppsala 52Norrtälje, Tierp, Östhammar Phase 5 Storuman Västerbottens 422 Storuman Phase 4 Överkalix Norrbottens 42Överkalix, Övertorneå Phase 4 Sundsvall Västernorrlands 529 Härnösand, Sundsvall, Timrå 1) Time plan for the digital TV switchover: Phase 1: September-November 2005, Phase 2: February-May 2006, Phase 5 Sunne Värmlands 435 Arvika, Eda, Hagfors, Munkfors, Sunne, Torsby Phase 3: November 2006, Phase 4: March-May 2007, Phase 5: September-October 2007 2) The number of MUXes refers to the build-out that will take place during the different phases of the digital TV switchover. 1) Time plan for the digital TV switchover: Phase 1: September-November 2005, Phase 2: February-May 2006, 3) In some cases, municipalities can receive coverage from several main transmitter sites. In this table, the municipalities Phase 3: November 2006, Phase 4: March-May 2007, Phase 5: September-October 2007 have been assigned to the most dominant transmitter site in their region. 2) The number of MUXes refers to the build-out that will take place during the different phases of the digital TV switchover. 3) In some cases, municipalities can receive coverage from several main transmitter sites. In this table, the municipalities have been assigned to the most dominant transmitter site in their region. 7. Municipal checklist and step by step guide

What will happen if the municipality does not act? Switchover to Digital TV 2005-2007 • Municipal property will be without TV - If MATV is used • Households whose only source of income is social allowance may loose TV reception. • Management and staff will lack know-how 264 265 -Unable to respond to queries from citizens and the media • Should anything go awry during the switchover, the municipality will not know where to find information or where it should turn for help • Everything takes more time and energy, may be more expensive Municipal checklist and step-by-step guide • An unprepared municipality can result in chaos during the switchover • Negative opinion created

D I G I T A L - T V - K O M M I S S I O N E N D I G I T A L - T V - K O M M I S S I O N E N If the municipality acts in time : Step-by-step guide/checklist:

• Property and residents will receive TV as usual after the transition - Property with MATV will be taken care of well in advance. 1. Create a working group – separate responsibility from issues • Elderly citizens will be affected to the least possible extent 2. Gain support internally and from management – understanding • Consumers will receive good advice from consumer guidance advisors 3. Perform an inventory of property – take action if there is MATV 266 267 • Households that receive social allowance will be able to cope with the 4. Activate information channels – internally/externally transition 5. Provide internal information: consumer guidance advisor, home-help • The municipality will be able to respond to queries – internally/externally service, social chief guardian, switchboard, public relations officer, civic office • Calm and balanced transition • Level of confidence remains the same

D I G I T A L - T V - K O M M I S S I O N E N D I G I T A L - T V - K O M M I S S I O N E N 8. Documentation of workshop 2006-06-02

Workshops to investigate future utilisation of Digital TV Report, English version, 2006-06-05

Contents Background 2 Aim 2 Method 3 Participants 3 Results 5 Video prototypes 5 269 Discussions 7 Reflections 8 Summary 8 Appendices List of participants 9 Separate DVD disc ”12 video-prototyper från workshopar om digital-tv” (“12 Video Prototypes from the Workshops on Digital TV”)

Bo Westerlund, Sinna Lindquist, Rósa Gu!jónsdóttir

HCI Group CSC KTH – The Royal Institute of Technology SE-100 44 Stockholm, Sweden http://hci.csc.kth.se/ Workshops to investigate future Method The aim of the workshop methodology involved taking utilisation of digital TV advantage of concrete user experiences during product During the spring of 2006, two workshops were held to development. The method is based on a structured format in investigate future utilisation of digital TV. The workshops were which designers (interaction designers, programmers, industrial held by the HCI Group at the School for Computer Science and designers, etc.) and users take part. The methodology is an Communication, CSC at the Royal Institute of Technology, excellent complement to other activities related to product KTH, in Stockholm. The workshops were based on a development/design process. In short, the methodology methodology that was developed to take advantage of user contains a few steps that enable participants more easily to experiences and needs. show which changes and improvements they would appreciate. Participants jointly design and act out scenarios that are based Reporting on real events. One basis of the methodology is that participants are intended users of the technology or services Reports from the workshops primarily consist of the videos on that the workshop treats. The ideas that emerge are based on the DVD called “12 videoprototyper från workshopar om the reality of users, and are then shaped into video prototypes. Digital-tv” (“12 Video Prototypes from the Workshops on In the video prototypes, participants film events that they Digital TV”). This report describes the background, describe themselves and act out. They make short, simple video methodology and other aspects not found in the videos. The films that clearly show how they would like to use the ideas in report is intended to be used as the basis for the Digital TV practice. The method was developed by Bosse Westerlund and Commission’s continued efforts as well as those on the part of Sinna Lindquist at CSC, KTH, and it has been used in several other stakeholders. different projects. The method has also been described in detail in some reports which were published within the framework of Background the Swedish Institute of Assistive Technology’s project called Sweden is switching over from analogue to digital TV. Digital Bättre tillsammans; the reports are called “Verklighetsbaserade 270 TV provides improved sound and picture quality as well as new videoprototyper” (“Reality-based Video Prototypes”). 271 services such as an electronic programme guide and improved http://www.hi.se/tillsammans/video.shtm teletext. There is a sense of unease among some individuals with functional disabilities that accessibility to the They are illustrated in a 27 Mb QuickTime.video: improvements will not apply to everyone. For this reason, the http://www.bowesterlund.se/publications/video.html Digital TV Commission, in collaboration with the Swedish Disability Federation, ordered the series of workshops to Participants determine what services and products are needed. The Around fifty intended users of digital TV were invited to the participants were various stakeholders in the Digital TV workshops. These individuals are referred to as “users” in the switchover and consumers with functional disabilities. report. Around ten stakeholders were also invited to attend. The stakeholders represented different types of service suppliers, Aim hardware and software manufacturers and salespeople. The aim The aim of the workshops was to create new, meaningful ideas was to invite as many representatives as possible from all the that are based on and relevant to the day-to-day lives of different steps in the process, from content to viewer. The list participants. Many of these ideas can also pertain to other of participants is found in an appendix. people; that is, the ideas are of a general nature and are perceived as meaningful by many people. A related aim was Participant preparation before the workshops for the stakeholders who participated to take their newfound Prior to the first workshop, the intended users prepared at home knowledge and experiences from the workshops into a week in advance by entering information about their TV consideration when designing and developing services and usage into a journal. The journals constituted one of the products. building blocks for the first workshop.

2/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 3/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 First workshop Results The first workshop was held on 20 March 2006. There were 17 Different types of results emerged from both workshops. participants and three people from CSC, KTH. The participants Several viewpoints and problems were clarified during the worked in three groups consisting of around seven people each. discussions and some solutions to these emerged that are It was difficult to recruit users to the first workshop, which formulated in the video prototypes. Finally, participants gained meant that the majority of participants were stakeholders. The a great deal of new know-how as result of the discussions and participants worked for five hours, including a short lunch clarifications. It was clear that there was a great deal of break in the same area as the workshop. The workshop information that not everyone was aware of. primarily investigated the field. Discussions were at times lively, and five video prototypes were made. The strip of text Video prototypes provided by SVT was the object of a great deal of discussion. Twelve video prototypes were produced during the two Some of the issues involved other programme producers not workshops. Following is a description of the prototypes. The providing this service. That menus in the digital receiver are descriptions vary from individual products to large systems. not accessible via audio was also experienced as a problem.

The text to speech function is experienced as technically complicated. One proposal to facilitate usage for blind, visually REMOTE CONTROLS AND MANUALS: impaired and dyslexic users was to build the services directly LEGO REMOTE into the receiver. This would enable the receiver to read text for movies, menus, programme guides, etc. This requires that the Problems related to modern remote controls were identified, text be received as text and not as images, as is generally the both in terms of their complexity and several functions that are case today. not used. Another issue involved the necessity of using several remote controls for several different devices. A proposed Second workshop solution is based on being able to select buttons and functions The second workshop was held on 29 March 2006. There were individually. 272 22 participants and three people from KTH. Two sign language T V W I TH OPTIONS, REMOTE CONTROL 273 interpreters and one assistant also took part. Many of the A remote control that offers simple access to different participants from the first workshop also took part in the functions that the user needs, such as , sign second workshop. All of the new participants, with the language, descriptions for the deaf, etc. Easy to expand. exception of one person, were users, making the majority of participants at the second workshop users. Some of the ideas MANUAL FOR EVERYONE that had emerged from the first workshop were further The proposal shows one clear manual that focuses information developed at the second workshop, and several new ideas that is most relevant to the user. emerged. Seven video prototypes were created at the second workshop. INTERPRETED TV:

CURRENT STATUS This film shows deficiencies in how strips of text are read aloud today, both in terms of timing and character of voices. Visually impaired users also experience difficulty finding desired channels. USING TV WITH OPTIONS This film shows how sign language works on a television with optional means of communication.

5/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 4/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 AUDIO DESCRIPTIONS OF THE NEWS Discussions during the workshops Audio descriptions enable users to “watch” TV even when it In the first workshop, the discussions can be summarised as: cannot be seen since they can hear what is being shown via an - Design-for-all aspects are very important to observe for a audio description. number of different reasons. This is primarily true of products SOUND TO TEXT and services that are developed to help people who have various types of functional impairments, and which also The sound to text function translates sound to text so that simplify life for a large number of other people. The design- others sleeping in the same room, for example, are not for-all aspect means that products are designed so that they can disturbed by sound from the television. It also shows the be used by “everyone”, which helps producers avoid unique importance of being able to switch between different colours and costly solutions for a small number of users. for text and background. - There are no real technical limitations to future development,

rather, SPEECH SYNTHESIS IN THE RECEIVER: - The issue is more about who makes decisions about AUDIO TV GUIDE development. Two different groups emerged on the issue. One The film shows the advantages of using an audio TV guide. includes people who believe that services should be financed by the different users themselves, while the other group RECEIVER WITH MENUS THAT ARE READ ALOUD consists of people who believe that society should ensure that A digital receiver that reads all of the menu options aloud. TV is accessible to everyone. The latter group cited the United There is also an entire section on dealing with adaptations for Kingdom as an example. Most users experience a solution various functional disabilities. involving a separate receiver as very primitive; the switchover to digital TV has been a known fact and has been planned for several years. A separate receiver is needed for each television SYSTEMS THAT OFFER FREEDOM: set and video player in addition to an extra remote control. 274 PERSONAL MEDIA TERMINAL, PMT Naturally, this incurs extra expense and complicates the set-up, 275 which can result in problems such as more difficult installation The film shows a mobile unit that plays TV sound in a number and trouble-shooting. This issue applies to all users. All of the of different ways. For example, it is possible to hear speech instructions are in writing, which can reduce the level of minus background sound and to have foreign segments accessibility. All of the marketing material is also in writing, translated directly. and there are no instruction videos. However, there are ACCESSIBILITY BOX relatively good sources of information on various websites. During the discussions, it became clear that knowledge about A large number of translation services are made available via users with functional disabilities needs to improve and that the hearing, sight or feeling as a result of a special apparatus being opportunities offered by technology are not equal for all users. connected to the Internet. SVT has a good level of awareness of these issues and has worked to increase accessibility for a long period of time. One COLLECTED EFFORT: of the problems, however, is that there are so many different players with different intentions and interests. DEPARTMENT TO ENSURE TV ACCESSIBILITY FOR EVERYONE Questionnaire The film claims that a collected effort is needed to achieve After the second workshop, we sent out an e-mail questionnaire accessibility to the TV media. to all of the participants asking how they had experienced their participation in the workshop. Just under half of the participants responded to the questionnaire. The participants responded that they experienced the workshop as productive and that they were comfortable in the situation. Those who

6/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 7/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 responded perhaps did so because they found the experience to Appendix: List of participants be positive, but those of us who were responsible for the workshops also experienced the atmosphere to be open, inquisitive and productive. PARTICIPANTS, USERS Gum Anders Andersson Reflections Kane Bengtsson There were some difficulties recruiting users. The method is Ilias Bennani based on participants having concrete experiences of their own. Hans Collinder The workshop participants were in many cases more Vivi-Anne Emanuelsson representative of users with functional impairments than of Emil Erdtman users who had experience of digital TV utilisation. Some of the Magnus Gustafson stakeholders abused the situation by taking part more for their Hans Hammarlund own gain than to share with others. Even so, we believe the Ingela Hanson activities resulted in several concrete and relevant proposals. Stig Kjellberg The proposals spanned solutions for delimited problems to Kitt Kyhlström-Quist entire, complex systems. Remote controls are an example of a Sonja Lindh delimited problem. One of the more complex solutions was the Inger Rålenius mobile media terminal that translates relevant segments of TV Jacob Selin programmes to make them accessible to everyone. The most radical proposal was perhaps introducing a new department to PARTICIPANTS, STAKEHOLDERS ensure TV accessibility. Rickard Bjursåker, Expert Invest AB Pia Brunell-Hansson, Sagem Communication Nordic AB Summary Peter Johnsson, Boxer TV Access AB 276 The vast majority of participants expressed that they learned a Lars Jönsson, The Swedish Consumer Agency great deal in terms of existing deficiencies and opportunities in Peter Larsson, Sveriges Television AB terms of utilising modern digital TV. Focus was on Göran Lindgren, Sveriges Television AB accessibility for users with functional disabilities, but many of Johan Lindroos, Teracom AB the aspects apply to the vast majority of users. Bo Lindqvist, A2B Erik Lundbeck, Sveriges Television AB

ORGANISERS, INITIATORS Pierre Helsén, Digital TV Commission, [email protected] Malin Wallin, Digital TV Commission, [email protected] Mia Ahlgren, HSO, [email protected]

FROM CSC, KTH Rósa Gudjónsdóttir, [email protected] Sinna Lindquist, [email protected] Bosse Westerlund, [email protected]

9/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 8/9 Reports from Workshops on Digital TV, CSC, KTH. 2006. 2.8 9. Digital TV Switchover Help Telephone – statistics 10. Statistics from Branschkansliets Marknadsinformation AB

Calls to the Digital TV Switchover Help Telephone Sales of digital TV receivers 2004-2007 Försäljningen av digital-tv-mottagare 2004–2007 Calls per month Total, number of units 7,000 6510

1,200,000 Terrestrial box 6,000 TV w/ built-in box 700,000

1,000,000 5,000

4479 800,000 800,000 4,000 4075

600,000

3,000 2,880 2,574 278 2,550 279 2,431

2,153 400,000 450,000 450,000 2,000 2,003 1,848 1,842 1,633 1,610 350,000 1,546 1,411 1,416 1,257 1,207 1,134 1,104

1,014 200,000 1,004 972

1,000 906 723 684 665 503 487 374 351 100 000 264 214 0 0 2005 2006 2007 2008 2004 2005 2006 2007 y y e e ch ch July July May May April April Jun Jun Mar Mar August August January January January October October Februar Februar November December November December September September July V27 - 30 May V17 - 21 June V22 - 26 August V31 - 34 October V40 - 43 November V44 - 47 December V48 - 52 September V35 - 39

Source: Aditro AB Source: Branschkansliets Marknadsinformation AB 11. International overview

SWITCHOVER PROCESS ACTORS INFORMATION Norway • Switchover in stages between • Ministry of Culture and Church • The primary informational campaign Denmark • Single switchover date for entire • Ministry of Culture • DKK 50 million earmarked for 2008 and 2009 Affairs will be carried out by NTV country, preliminary date 31 • Media Secretariat informational campaign, procurement • Parallel broadcasts for 6—12 • Ministry of Transportation and • The Ministry of Culture and Church October 2009 • Industry Organisation BDM to be completed in March 2008 months Communication Affairs will distribute platform-neutral • Direct to MPEG4 • Requirement of 95% coverage • NTV (owned by NRK, TV2 and information (permanent households) and Telenor) Finland • Single switchover date for the • Ministry of Transportation and • Digita – responsible for info centre 70% coverage (leisure homes) in • RiksTV (owned by NTV) entire country, 1 September Communication and telephone support the terrestrial network • Telenor/ (responsible for 2007 • FICORA (Finnish Communications • TV 2007 Group - responsible for • Direct to MPEG4 distribution) • The cable network will be Regulatory Authority) informational campaigns digitised no later than the end • Regulatory Authority) -TV 2007 of February 2008 Group (committee with Digita and Spain • Switchover in four stages; test • Ministry of Industry • Impulsa TDT has primary • Requirement of 99,9 procents the TV channels) runs at the end of 2008. Full • Secretary for Telecom and Info. responsibility for information 280 household coverage in the • Digita (distributor in the terrestrial completion 2010. Society • The Government has allocated a 281 • • terrestrial network network) Requirement of 95% household Impulsa TDT (consists of public and budget of EUR 10.5 million to coverage in the terrestrial private TV channels) Impulsa TDT. The distributors have France • Switchover in stages between • Digital Strategic Committee ansvarar • France Télé Numérique is responsible network contributed an equivalent amount. 2008 and 2011 för att planera och genomföra for information and support • Requirement of 95% household övergången UK • Switchover in stages between • DCMS (Department for Culture, • Digital UK is primarily responsible • 2008 and the end of 2012 Media and Sport) for the informational campaign. coverage for the terrestrial France Télé Numérique, (utgörs av network tv-bolagen och regeringen) ansvarar • BB2 will be shut down first. • BERR (Department for Business Budget of GBP 200 million. • 18 free channels, 11 pay för implementering och The freed spectrum will be used Enterprise and Regulatory Reform) • BBC, though the Digital Switchover channels and several local kommunikation for parallel broadcasts. One • Ofcom (regulatory authority) Help Scheme (DSHS) is responsible channels • Le Conseil supérieur de l’audiovisuel month later the other analogue • Digital UK (equivalent of DTV for support to specific groups, (CSA) ansvarar för frekvenser channels will be shut down. Commission) including 75+. Budget of GBP 603 • Requirement of 98.5% • BBC (DSHS) million taken from BBC’s licensing household coverage for BBC in fee Italy • Originally the switchover was to • Ministry of Communications the terrestrial network be completed in 2008. Now • DGTVi (equivalent of Digital TV revised to 2012 Commission) Germany • Switchover in stages between • Media authorities in the 14 • A large portion of the responsibility • 2003 (Berlin) and the end of Bundesländer for information lies with the media Sardina and Valle d’Aosta, first regions 2008 • TV channels authorities and TV channels in each • Requirement of 90% household • Distributors and manufacturers Bundesland coverage in the terrestrial • Weak position for the terrestrial network network, 10% penetration • Around 24 digital terrestrial channels, of which half are public service Czech • Switchover in stages between • Government and affected authorities • The structure and the plans for the Republic October 2010 informational campaign are • December 2012 established in the switchover plan • Test run in Domazlice region in (TTP) that will be adopted in 2008 2007 282 USA • Switchover should be • Federal actors – FCC, NTIA, US • NAB has primary responsibility for completed 17 Feb 2009 Congress increased awareness • 95% of all full power stations • Private actors – NAB (National • NTIA is implementing an already have parallel broadcasts Association of Broadcasters) informational campaign for SEK 5 million • NTIA is responsible for a coupon program worth USD 1.5 billion. The coupons subsidise consumer purchases of digital TV receivers and will be administered by IBM.

Summary: General decision now that the switchover has been com- pleted. In order to include as many consumer as- opinion about the digital pects of the technological shift as possible, this final survey also includes cable households and TV switchover in Sweden persons with leisure homes. By including these groups in the survey population, it is also possible Surveys to evaluate how the shift affected persons who In the spring of 2003, the Riksdag (Swedish Par- may have only come into contact with the digital liament) decided to digitise the country’s terrestrial TV switchover indirectly or outside their primary network, i.e. the broadcasting network that at the residence. The survey was conducted on assign- time the decision was passed provided almost 1.4 ment from the Digital TV Commission. million Swedish households with TV. This switchover, which started in September 2005, is now completed. TV reception and action taken in conjunction Below is a summary of the results from Mediavision’s with the switchover final survey of the general opinion of 18-74 year olds Even if a household’s mode of TV reception is not in Sweden about the digital TV switchover in the the primary focus of this report, it serves as a partial terrestrial network. This opinion survey is the last in basis for the analysis of several of the opinion ques- a series of surveys intended to follow and analyze tions. To begin with, it is interesting to note that a the digital TV switchover and how the general relatively large percentage of the 18-74 year olds 285 public perceived the technological shift. During who were participated in the survey do not know 2005-2007, each of the five switchover stages which type of TV distribution they have. In other was studied in detail. However, this study focuses words, five percent, which corresponds to almost 1 Final Survey – General opinion about the digital TV switchover in Sweden, on current general opinion, i.e. after the completion 320,000 persons in the above mentioned age group, including cable households and leisure homes of the switchover, among those both directly and do not currently know via which mode of reception 2 Final Survey – Digital TV Switchover “Refuseniks” indirectly affected. A separate survey was also they receive their TV signal. Mediavision also tracks 3 Final Survey – Digital TV Switchover “75+” conducted in December 2007 regarding the opinion TV reception of Swedish households in other sur- of the elderly population and persons with certain veys and this percentage is considerably lower. types of handicaps to the digital TV switchover. However, in its tracking surveys, Mediavision uses As opposed to the surveys conducted after each more detailed questions which are in turn support- individual switchover stage, this report is limited in ed by multiple control questions requiring the re- that it does not analyze the various purchasing al- spondent to provide information about both channel ternatives available to consumers or the choices access and technical equipment. The conclusion regarding technology or operator that consumers that can be drawn is that, despite the relatively large actually made. Rather, the purpose of this report is amount of attention placed on mode of reception to describe the current opinions and attitudes re- in recent years, a large number of people are not lated to the decision to switch to digital terrestrial knowledgeable about their TV distribution if they broadcasts and the actual implementation of the are not given specific guidance. The most reason- able explanation for this is probably the simplest any problems”, while almost one third thought that would occur and how it would affect their house- significantly less important (14 percent). If satis- explanation: TV distribution is only marginally in- it was “easier than expected”. Two-thirds say that hold. Nine percent felt that they were poorly in- faction levels are compared before and after the teresting for many people, particularly in relation they switched to digital reception because they formed and did not know when the switchover digital TV switchover, more respondents say that to content. Among the 95 percent who “know” had to, while 34 percent say that they switched to would take place. The remaining 32 percent felt they are very satisfied or dissatisfied with the what type of distribution they have, the most digital TV to have access to more channels. that they were partly informed about the switchover. sound and picture quality and their expenses for common mode of reception (after adjusting for The youngest age group, 18-24 year olds, was digital TV (i.e. fewer express neutrality) after the double coverage) is cable TV (46 percent), followed The switchover: general opinions, opinions somewhat less well-informed (42 percent) and switchover. The respondents are more satisfied by terrestrial TV 33 percent). Only two percent of about information and the effect on TV viewing somewhat more poorly informed (16 percent) than with the number of channels they have access to households do not have functional TV reception. Almost 90 percent of those that say that they have the population as a whole. The 45-64 year olds after the switchover (30 percent more of the re- There is considerable uncertainty among cable access to some form of digital TV (62 percent of were best informed; 65 percent answered that spondents were satisfied with the number of TV households about whether their reception is ana- the entire population) say that they watch as much they were well-informed about the digital TV channels after the switchover than before). Seventy- logue or digital and approximately seven percent or more TV than they did before the switchover. switchover. The majority of the survey population three percent of respondents that have some type of all cable TV households say that they “do not The remaining 10 percent say that they watch less were informed about the switchover via TV or of digital TV reception say that they are satisfied know” the answer to this question. However, almost TV than before the switchover or that they do not newspapers, but many also mention friends and with their current digital TV package and do not two-thirds of cable TV households know that they watch TV at all. The results also show that at the family followed by Digital TV Commission’s mailings plan to switch during the coming year. A larger have analogue reception. The opinion survey re- time the survey was conducted, approximately 12 and information from digital TV providers. Two share of those with terrestrial digital TV says that ports that, on an individual level, 62 percent of percent had at least one TV in their household that percent say that they received information from they intend to keep their current TV package during those interviewed (with functional TV reception) could not receive a TV signal. The most common Digital TV Commission’s information bus. Three the coming year (77 percent) than the population 286 say that they have some form of digital TV either in explanations are that this TV set will be thrown percent say that they did not receive any informa- as a whole. Forty-four percent of all respondents 287 their primary household or in their leisure home away and that it is only used to watch recorded tion at all. Friends and family were a more common with digital TV did not have any problems during (digital cable TV, terrestrial reception, satellite re- movies. A more detailed analysis shows that a source of information among the younger age the switchover. Thirty-eight percent say that they ception or IPTV). This is in line with other independ- comparison of TV viewing before and after the groups than the older age groups. A relatively were neither affected positively nor negatively by ent surveys, for example Mediavision’s digital TV switchover is dependent on age. Thirteen percent larger share of terrestrial households received in- the switchover in the terrestrial network. Approxi- tracking from Q4 2007, which reports 61 percent of 65-74 year olds answer that they watch more formation via TV, and a relatively smaller share of mately 16 percent were affected negatively and penetration for digital TV on an individual level. In TV now than they did before the switchover, which the oldest age group received information via the think that the digital TV switchover was a “difficult total, 21 percent of households say that they have is slightly higher than the population as a whole. Internet. The survey population was given the op- experience”. Relatively more terrestrial TV homes terrestrial pay TV via Boxer and 12 percent have Almost half of the entire survey population (18-74 portunity to rate the importance of a number of felt that the switchover took place without any FTA. Only 11 percent of all households reported year olds) watch the same TV channels as before aspects related to the switchover and their satis- problems (44 percent) and half of the youngest age that they were forced to take action as a direct re- the switchover, while more than 40 percent say faction levels of TV services before and after the group felt the same. The oldest age group, 65-74 sult of the switchover to ensure that they would be that they watch more channels after the switchover. switchover. More than half of the respondents with year olds, was affected most negatively by the able to continue watching television – by either A significantly lower share of 18-24 year olds, 28 digital TV consider improved sound and picture digital TV switchover; one-fifth reported a negative purchasing a new TV antenna or a digital TV receiv- percent, say that they watch more TV channels quality to be important or very important. Thirty- experience. er. This implies that the majority of the population than before. Sixty-five percent of this age group four percent think that it is important or very im- opted to digitise their TV equipment before the say that they watch the same channels as before portant to have access to a large selection of Opinion of cable TV households actual switchover date. Almost half of all respond- the switchover. Fifty-nine percent of the total survey channels. Many consider access to digital add-on More than half of Sweden’s households receive ents with digital TV say that they were able to pur- population say that they were well-informed about services, for example high definition TV (HDTV) or their TV signal via cable and, as a result, were not chase the needed digital TV equipment “without the switchover, i.e. they knew when the switchover a hard disc with recording capacity (PVR) to be directly affected by the switchover in the terrestrial network. However, this survey, as well as previous affect their household. The primary reason for why percent, say that they do not know when they surveys, has shown that many cable TV house- analogue cable TV households had not switched switched to digital TV reception in their leisure holds mistakenly believe that they were affected to digital TV was quite simply that the households home. In conjunction with the switchover, one- by the switchover and even believe that they “al- felt they did not need digital TV (71 percent). fourth of leisure home owners with functional TV ready are digital” since they did not need to do reception said that they needed to purchase a anything when the switchover reached their region. Leisure home owners: TV reception new TV antenna. The conclusion these households have drawn, often and opinions incorrectly, is that they currently have digital cable In total, 17 percent of the individuals who partici- Methodology TV. When asked about the household’s TV recep- pated in this survey had access to a leisure home. The survey was conducted via telephone interviews tion, 41 percent of those living in cable TV house- Of these, 69 percent needed to take some type of with 3,284 individuals between the ages of 18-74 holds initially answered that they have digital cable action in order to be able to continue receiving a using an independent random sample from the TV. When given a follow-up question about whether TV signal in their leisure home after the digital population register. The interviews were conducted or not they have a digital TV box, 29 percent of all switchover in the terrestrial network. Approximately December 2007 – February 2008; in other words, cable TV households answer affirmatively. In other 88 percent of individuals with a leisure home said all interviews were conducted after the switchover words, there is a rather large share of “wrong an- that they had functional TV reception in their leisure in the terrestrial network had been completed. The swers”. Among individuals living in analogue cable home before the switchover. Of those with function- response frequency was 63 percent. The sample TV households who originally said that they had al TV reception before the switchover, 90 percent losses can be explained by the following: the sam- digital TV but changed their answer after the follow- had terrestrial reception in their leisure home. After ple individual could not be reached after six to eight 288 up question, almost 40 percent say that the survey the switchover, one-fourth of the individuals with a attempts (1,029 individuals), the individual did not 289 was the first time that they understood that they leisure home no longer had functional TV reception want to participate due to the subject of the survey, were not directly affected by the digital TV switch- in the leisure home. However, it should be noted lack of time or the individual’s principles (382 indi- over. Even after the follow-up question, there is that these results can be partly explained by the viduals) and the individual was out of town during still a significant portion of the cable TV population fact that the survey was conducted during months the entire survey period (230 individuals). All of the that can not answer if they have digital or analogue when leisure homes are not used as frequently results in the report, excluding those specifically TV reception. The primary reasons cable TV (December – February). Of the individuals with a relating to background variables that describe the households switched to digital reception was to leisure home with functional TV reception, 53 per- sample, are nationally representative. The data was gain access to more or specific channels and that cent only have a digital TV box without a subscrip- weighted at the individual level by gender, age and they had to since their TV operator switched to a tion in this home and therefore only have access county; at the household level the data was weight- digital cable signal. Approximately 29 percent of to free TV channels. Nineteen percent say that ed by household size. the individuals with analogue cable TV who be- they have a separate subscription for their leisure lieved that they had digital cable TV also believed home and seven percent have a “multi-room” sub- that their cable TV network would automatically scription that is also used in the leisure home. switch to digital TV. Like many of those who mis- Thirty-eight percent switched to digital TV in their takenly believed that they had digital cable TV, leisure home in conjunction with the switchover. these individuals said that they had heard about Only four percent switched to digital TV in their lei- the digital TV switchover through the media and sure home when they switched to digital TV in therefore believed that the switchover would also their primary home. A relatively large share, eight Summary: Digital TV percent of the interviewed “refuseniks” did not know Among “refuseniks” who now have digital TV, 84 to the decision to switch to digital TV in Sweden. that the switchover had occurred. Twenty-eight percent watch more than or the same amount of A reasonable explanation is that the switchover switchover percent of the respondents said that they were TV as they did before the switchover, while 10 per- went more smoothly than the this group initially forced to take action in order to be able to watch cent say that they watch less TV than previously. expected it to. among “refuseniks” TV after the switchover – either by purchasing a new In comparison to before the switchover, 45 percent TV antenna or a digital TV box. Most of those who of “refuseniks” watch more channels than before, Methodology said that they needed to take action currently have which is slightly higher than the average for the The survey was conducted via telephone interviews The following is a summary of the results from terrestrial reception or IPTV, but households with entire population. Only four percent say that they with 500 individuals identified through Mediavision’s Mediavision’s analysis of how the digital TV other modes of reception were represented in this watch fewer TV channels. Forty-one percent of TV tracking and the five switchover stage surveys switchover in the terrestrial network has affected group. Only five percent of cable households in- the entire population say that they watch more that were previously conducted on assignment and been received by persons who in previous correctly answered that they needed to take action channels and 6 percent say that they watch fewer from the Digital TV Commission during the years surveys (also conducted by Mediavision) expressed to keep their TV reception after the digital TV switch- channels, which is somewhat lower than before 2005-2007. The original sample was limited to in- scepticism regarding digital TV. In this and previous over in the terrestrial network. Forty-two percent the switchover. dividuals who had answered in previous interviews reports, this group is referred to as “refuseniks” of the “refuseniks” had switched to digital TV that they “never” intended to switch to digital TV. since the respondents answered during the survey well in advance of the switchover. Thirty-two per- Information and opinions about the The ages of the survey participants ranged from that they “never” intend to purchase the equipment cent say that they switched to digital TV in con- switchover to digital TV 18-85 and the interviews took place between De- needed to watch digital TV. The survey was con- junction with the actual switchover. Approximately Sixty-one percent of “refuseniks” believe that they cember 2007 and January 2008, i.e. after the ducted on assignment from the Digital TV Com- 9 percent of the households waited until after the were well-informed about the switchover, i.e. that completion of the switchover to digital TV in the 290 mission. switchover and a large portion, 17 percent, say that they knew when the switchover would take place terrestrial network. The original sample in Medi- 291 they do not know when they switched to digital TV. and how it would affect their household. Thirty-one avision’s TV Tracking (15-74 year olds) and in the TV reception percent say that they were somewhat informed, i.e. surveys after each switchover stage (18-85 years The most common mode of reception among the The effect of the switchover on TV that they had heard about the switchover but did old) was a nationally representative two-stage “refuseniks” interviewed in this survey is cable TV consumption of the refuseniks not know much more than that. Seven percent felt cluster sample. Individuals in this report have par- (42 percent, of which 8 percent say that they have The number of TV sets among the group referred that they were poorly informed and did not know ticipated in the TV tracking or in the stage surveys digital cable TV and 33 percent analogue cable to as “refuseniks” changed slightly before and after when the switchover would happen and were sur- and were chosen because they had answered that TV). Thirty-three percent say that they have some the switchover in the terrestrial network: 15 percent prised when it did. A relatively larger share of they did not intend to switch to digital TV. This type of digital terrestrial reception (19 percent have say that their household does not have a TV with “refuseniks” who currently have digital TV say that survey is therefore a combination of a two-step only FTA, 14 percent have a pay TV subscription/ reception after the switchover (10.8 percent did not they were well-informed (69 percent) than cluster selection and a quota sample. The sample Boxer and two percent say that they do not know have TV reception before the switchover). This “refuseniks” as a whole. The survey also shows loss rate, which totals 65 percent, can be broken if they have FTA or pay TV). A relatively large group, means that four percent do not have TV reception that many “refuseniks” have changed their position down into the following: the person could not be eight percent, do not know what mode of reception today as a result of the switchover. The number of and are in general positive or neutral about the reached (533 persons), the person did not want to they currently have. respondents with two and three TV sets falls slightly decision to switch to digital terrestrial broadcast participate due to the subject of the survey (249 after the switchover, at the same time as the number and the actual switchover itself. However, 21 percent persons), the person did not have time (97 persons) Action taken in conjunction with the switchover with only one functional TV increases slightly. Me- have a negative opinion about the decision and 14 and the telephone number was no longer in service Despite the fact that the switchover to digital TV in diavision has also investigated if the switchover to percent have a negative opinion about the actual (50 persons). the Swedish terrestrial network had already been digital TV had an effect on the TV consumption of switchover. Compared to the population as a whole, completed at the time of the survey, almost 10 “refuseniks”. the previous “refuseniks” are slightly more positive Summary: The digital TV switchover among “75+” Action taken by the elderly in conjunction for this is that the survey participants had not with the switchover purchased digital TV boxes to all of their TV sets. Sixty-three percent of the elderly say that they Mediavision has also analyzed if the switchover switched to digital TV in conjunction with the actual to digital TV affected the elderly’s TV consumption. On assignment from the Digital TV Commission TV reception switchover in the terrestrial network. Approximately Among the elderly that have digital TV, more than and the Swedish Institute of Assistive Technology, The majority of the survey age group, i.e. 70 percent four percent answered that they waited until after 80 percent say that they watch more or as much Mediavision was requested to survey and analyze of 74-85 year olds in Sweden not currently living the date of the switchover to purchase the equip- TV after the switchover than they did before, while how the technology shift and the switchover was in an apartment, had terrestrial TV reception at ment needed to be able to receive a digital TV 17 percent say that they watch less TV than previ- perceived by the elderly population in Sweden, the time of the survey. This group was therefore signal. More than 60 percent say that they received ously. Primarily elderly women and the most elderly here defined as 74-85 year olds. The analysis is directly affected by the technology shift in the help in selecting their digital TV equipment. Among (80-85 years old) say that they watch less TV after based on 300 random interviews with individuals terrestrial network. An additional consequence of the most elderly (80-85 year olds), this share reach- the switchover in the terrestrial network. It is also between the ages of 74 and 85 years old who live the switchover is that pay TV options were suddenly es almost 70 percent. The majority say that their interesting to note that almost one-third say that in single-family homes. This single-family restriction available to households that previously only had children were the primary source of help when they watch more channels today than they did was applied due to the fact that persons living in (analogue) terrestrial reception, although it was selecting the digital TV equipment, but that radio previously. In order to be able to receive a digital single-family homes (detached houses, terrace still possible for persons with terrestrial-only recep- and TV sales personnel also provided advice and TV signal, it is necessary to have a digital TV box houses, farms) were primarily affected by the tion to choose a free TV package (free to air, or assistance. A large portion also received help when with a remote control. For many households that switchover in the terrestrial network. Multiple- FTA). An analysis of the elderly population shows connecting their digital TV box (ca 70 percent); previously had analogue terrestrial reception, this family properties are usually connected to a cable that a majority, 46 percent, chose the free alter- again, the respondents’ children were the primary box is new. Therefore, questions were asked about 292 network and therefore were most likely not directly native. Approximately 20 percent chose terrestrial source of assistance. Among the elderly with how the new equipment affected TV viewing, i.e. 293 affected by the technology shift in the terrestrial pay TV (two percent do not know which type of digital TV who said that they did not receive help if it was more difficult than before from a pure network. The switchover to digital broadcasts in terrestrial reception they have). When this survey with the technical installation (in total 22 percent), technical perspective to watch TV after the the terrestrial network occurred between Septem- was conducted (December 2007), a total of 82 almost 80 percent said that it was very easy or switchover in the terrestrial network. A relatively ber 19, 2005 and October 15, 2007. The techno- percent of the survey population had some form fairly easy to connect the box, while 15 percent large portion of the elderly, 25 percent, strongly logical shift was implemented in five geographical of digital TV reception (i.e. responded that they felt that it was fairly difficult (no one answered agreed or partly agreed with the statement that it stages and is now completed. The following report had one or more of the following distribution very difficult, but eight percent could not say if it is more difficult to turn on the TV after the switch- analyzes how the elderly have experienced the platforms: digital cable TV, digital terrestrial re- was difficult or easy). over. Almost 20 percent feel that it is more difficult switchover, from information about the switchover ception, digital satellite or IPTV). After answering to change the channel and 14 percent agreed to handling and installation of any needed equip- a control question about whether or not the The effect of the digital TV switchover on the (strongly or partly) that it is more difficult to raise ment as well as general opinions about the household had a digital TV box (i.e. the technical TV consumption of the elderly the volume. More than 20 percent have experi- switchover and the underlying political decision. equipment that is necessary to be able to receive Similar to the trend in the population as a whole enced it to be problematic to have more remote The following is a summary of the results from a digital TV signal) only 75 percent answered af- (18-74 year olds), the number of TV sets among controls than previously. Elderly women and the Mediavision’s analysis of how the digital TV firmatively, which indicates that there is a certain the elderly decreased slightly after the techno- most elderly (80-85 year olds) were slightly over- switchover in the digital TV switchover has affected degree of confusion surrounding the uptake of logical shift in the terrestrial network. The number represented in this group. and been perceived by 74-85 year olds, which was digital TV. This type of uncertainty has also been of two and three TV sets fell slightly in conjunction carried out on assignment from the Digital TV very evident in other surveys, which leads to the with the switchover at the same time as the Information and opinions about Commission and the Swedish Institute of Assistive conclusion that awareness of modes of TV re- number of households with only one functioning the switchover to digital TV Technology. ception is not directly dependent on age. TV set increased. The most common reason given Almost 60 percent of the elderly feel that they were well-informed about the switchover, i.e. they ceased to be broadcast analogue in the terres- References and further reading: knew when it would take place and how it would trial network. The survey sample is an independent affect their household. More than 30 percent said random sample, which means that the population that they were “partly informed”, i.e. that they had register is used to select the names of the survey heard about the switchover but did not know much participants for the age group 75-85. The interviews Information that is directly related to Authorities more than that. Three percent felt that they were were then held with the person in the household “poorly informed” and did not know when the who had the most knowledge about the house- the digital TV switchover The Radio and TV Authority www.rtvv.se switchover was going to take place. The majority hold’s TV reception. This step was taken to ensure Division for Media, Ministry of Culture Media preparedness, the National Board of of the elderly were informed via TV or newspapers, that the answers would be as close to reality as www.regeringen.se Psychological Defence www.psycdef.se while the third most common source of information possible and to minimize the number of “don’t The Digital TV Commission’s annual report The Swedish National Post and Telecom Agency was friends and family. An overwhelming majority know” answers. The response frequency for the 2004 KU2004:04 Dnr 12/05 www.pts.se say that they are “positive” or “neutral” to the deci- survey was 63 percent. The Digital TV Commission’s annual report The Swedish Disability Federation www.hso.se sion to switch to digital terrestrial broadcasts and 2005 KU2004:04 Dnr 15/06 to the actual switchover itself. However, seven The Digital TV Commission’s annual report Network operators percent say that they have a negative opinion 2006 KU2004:04 Dnr 14/07 Terrestrial network: Teracom www.teracom.se about the decision and nine percent have a neg- Final national survey of attitudes of the Satellite: SES Sirius www.ses-sirius.se ative opinion about the actual switchover. country’s cable and recreational home house- holds KU2004:04 Dnr 53/08 294 Methodology Final national survey concerning “refusniks” Operators 295 This survey was conducted via telephone inter- and the digital TV switchover KU2004:04 Com Hem www.comhem.se views with individuals between the ages of 74-85. Dnr 55/08 Canal Digital www.canaldigital.se Interviews with individuals older than 74 are usually Final national survey concerning the elderly Boxer www.boxer.se linked to a relatively high sample loss rate and the and the digital TV switchover KU2004:04 Viasat www.viasat.se age range was therefore limited to 85. Only indi- Dnr 54/08 Telia www.telia.se viduals living in terrace houses, single-family Media coverage of the digital TV switchover, homes, farms or detached houses were inter- 2004-2008, KU2004:04 Dnr 56/08 Broadcasters viewed, i.e. those living in apartments were ex- “Motala introduces digital TV”. The municipality’s

cluded. In total, 300 individuals between the report www.motala.se SVT www.svt.se

ages 74-85 years old were interviewed in De- Digital TV commission of inquiry SOU 2001:90 TV4 www..se

cember 2007, i.e. after all analogue TV channels www.regeringen.se Kanal 5 www.kanal5.se TV3 www..se

The surveys were conducted by Mediavision on assignment from the Digital TV Commission. The radio and television industry For questions related to the surveys and the results, please contact: The Swedish Association of Antenna & Cable TV Suppliers organisation www.cant.se Marie Nilsson, MD Mediavision AB + 46 8 528 090 90 Consumer electronics, radio and television Stina Sandell, Executive Secretary, Digital TV Commission, +46 8 405 10 00 industry www.elektronikbranschen.se The Digital TV Commission would especially like to thank the individuals and project teams whose commitment and long working hours have helped make the digital TV switchover possible. The number of blank screens would have been much greater without our collaboration!

Teracom Consultants and PR Editor Photo documentation Lorem ipsum 296 Lennart Ivarsson strategic StrandbergHaage AB / Stina Sandell Pierre Helsén This report is on sale in 297 Annah Jagebo collaboration partners Geelmuyden Kiese AB Johan Kinnman Stockholm at Fritzes Bookshop, Carina Koch Contact person: Sten Haage Writers and editorial Jakob Lind which supplies Swedish official Sven-Erik Laingren Information campaign Phone +46 8 410 129 00 staff Stina Sandell government reports (SOUs). Anna Rolén Futurniture AB www. strandberghaage.se Olle Bergman Malin Wallin Fritzes, Customer service Anna Stålhandske Contact person: Jakob Lind Lotten Bergman SE-10647 Stockholm Phone +46 8 566 147 00 Surveys and Gustaf Brusewitz Bus driver Telephone: +46 8 690 91 90 Sveriges Television www.futurniture.se strategic analyses Stina Sandell Sefa Arslanerkekoglu Telefax: +46 8 690 91 91 Sven Bohlin Mediavision AB E-mail: [email protected] Jan-Olov Gurinder Media agency Contact person: Marie Nilsson Interviews Design and layout Internet:www.fritzes.se Ursula Haegerström Scream AB Phone +46 8 52 80 90 90 Thord Eriksson Futurniture AB Jörgen Stenborg Contact person: www.mediavision.se Phone +46 8 23 43 44 Catarina Wilson Sofie Westerstrand www.thorderiksson.se Printed in Stockholm Phone +46 8 53 48 84 00 Paper: Cover---, inside----, re- TV4 www.scream.se Photographers port---- Mona Björklund Jonas Linell/ Agent B Martin Number of copies: 500 Suss Dafgård Johan Warden/ Skarp Agent Published 2008 Elizabeth Gummesson Printer Printley AB Magnus Janson 298 299 300 References and further reading:

Information that is directly related to Authorities the digital TV switchover The Radio and TV Authority www.rtvv.se Division for Media, Ministry of Culture Media preparedness, the National Board of www.regeringen.se Psychological Defence www.psycdef.se The Digital TV Commission’s annual report The Swedish National Post and Telecom Agency 2004 KU2004:04 Dnr 12/05 www.pts.se The Digital TV Commission’s annual report The Swedish Disability Federation www.hso.se 2005 KU2004:04 Dnr 15/06 The Digital TV Commission’s annual report Network operators 2006 KU2004:04 Dnr 14/07 Terrestrial network: Teracom www.teracom.se Final national survey of attitudes of the Satellite: SES Sirius www.ses-sirius.se country’s cable and recreational home house- holds KU2004:04 Dnr 53/08 Final national survey concerning “refusniks” Operators 297 and the digital TV switchover KU2004:04 Com Hem www.comhem.se Dnr 55/08 Canal Digital www.canaldigital.se Final national survey concerning the elderly Boxer www.boxer.se and the digital TV switchover KU2004:04 Viasat www.viasat.se Dnr 54/08 Telia www.telia.se Media coverage of the digital TV switchover, 2004-2008, KU2004:04 Dnr 56/08 Broadcasters “Motala introduces digital TV”. The municipality’s

report www.motala.se SVT www.svt.se

Digital TV commission of inquiry SOU 2001:90 TV4 www.tv4.se

www.regeringen.se Kanal 5 www.kanal5.se TV3 www.tv3.se

The radio and television industry The Swedish Association of Antenna & Cable TV Suppliers organisation www.cant.se Consumer electronics, radio and television industry www.elektronikbranschen.se The Digital TV Commission would especially like to thank the individuals and project teams whose commitment and long working hours have helped make the digital TV switchover possible. The number of blank screens would have been much greater without our collaboration!

Teracom Consultants and PR Editor Photo documentation For futher copies 298 Lennart Ivarsson strategic StrandbergHaage AB / Stina Sandell Pierre Helsén This report is on sale in 299 Annah Jagebo collaboration partners Geelmuyden Kiese AB Johan Kinnman Stockholm at Fritzes Bookshop, Carina Koch Contact person: Sten Haage Writers and editorial Jakob Lind which supplies Swedish official Sven-Erik Laingren Information campaign Phone +46 8 410 129 00 staff Stina Sandell government reports (SOUs). Anna Rolén Futurniture AB www. strandberghaage.se Olle Bergman Malin Wallin Fritzes, Customer service Anna Stålhandske Contact person: Jakob Lind Lotten Bergman SE-10647 Stockholm Phone +46 8 566 147 00 Surveys and Gustaf Brusewitz Bus driver Telephone: +46 8 690 91 90 Sveriges Television www.futurniture.se strategic analyses Stina Sandell Sefa Arslanerkekoglu Telefax: +46 8 690 91 91 Sven Bohlin Mediavision AB E-mail: [email protected] Jan-Olov Gurinder Media agency Contact person: Marie Nilsson Interviews Design and layout Internet:www.fritzes.se Ursula Haegerström Scream AB Phone +46 8 52 80 90 90 Thord Eriksson Futurniture AB Jörgen Stenborg Contact person: www.mediavision.se Phone +46 8 23 43 44 Catarina Wilson Sofie Westerstrand www.thorderiksson.se Printed in Stockholm Phone +46 8 53 48 84 00 Number of copies: 500 TV4 www.scream.se Photographers Published 2008 Mona Björklund Jonas Linell/ Agent B Martin Printer Printley AB Suss Dafgård Johan Warden/ Skarp Agent Elizabeth Gummesson Magnus Janson

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