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Australia - Digital TV - Market Overview and Statistics


Attention: There is an updated edition available for this report.

Since the introduction of digital TV to Australia, there have been additional channels available to viewers. However, difficulties such as poor reception in many areas still need to be overcome. While the global financial crisis had an impact on all media, free TV weathered the storm well.

The Free-to-Air TV stations have increased promotion of their digital TV channels and slowly but steadily there is more awareness among viewers. The formation of Freeview and the launch of Free-to-Air new digital multi-channels, along with the expansion of the networks’ online and cross-platform offerings, have the potential to enrich the viewing experience.

By late 2012 total overall digital TV penetration remains around 82% across Australia with steady growth expected until late 2013 when analogue ceases to transmit. FTA viewer numbers have also increased since the digital TV offering commenced. Smart TVs are now becoming a must have item for the consumer.

A number of regions have now switched from analogue to digital, and of these regions most have hit 100% household penetration leading up to the changeover, with some users being assisted by the Household Assistance Scheme or the Satellite Subsidy Scheme.

This report combines a range of statistics such as digital TV sales and uptake and regional penetration rates, which are presented across a range of tabular and easy-to-read chart formats.

Key developments:

smart TV, commercial FTA broadcasting, digital TV, analogue to digital conversion, HDTV, SDTV.

Companies covered in this report include:

Australian Broadcasting Corporation (ABC), Special Broadcasting Service (SBS), Seven, Nine, TEN, Southern Cross, Prime, WIN, Freeview.


1. Synopsis
2. Digital TV broadcasters
2.1 Overview
2.2 Australian Broadcasting Corporation (ABC) and Special Broadcasting Service (SBS)
2.3 Commercial Free-to-Air (FTA) digital TV
2.4 Freeview
3. Market trends, developments and analysis
3.1 Digital switchover legislation passed
3.2 Government digital strategy plans
3.2.1 Background information
3.2.2 Digital TV timetable
3.3 Digital TV
3.3.1 Slow but steady growth
3.3.2 The replacement market
3.3.3 Patchy digital TV reception – yet another stumbling block
3.3.4 Will digital TV reception be free?
3.4 Smart Connected TVs
3.4.1 Introduction
3.4.2 Smart TV threatens broadcasters
3.4.3 Brief case study: YouView
4. Statistics
4.1 Digital TV uptake as at 2012
4.2 The Digital Assistance Scheme
4.3 The Satellite Subsidy Scheme
4.4 Digital and now Smart TVs still selling
4.5 Household conversion
5. Market surveys
5.1 Canon Digital Lifestyle Index survey (CDLI) – 2011
5.1.1 Background information
5.1.2 Survey statistics
6. Related reports
List of Tables, Exhibits and Charts
Table 1 – Household conversion to digital TV – 2009 - 2012
Table 2 – Percentage of digital TV households by region – 2009 - 2012
Table 3 – Total plasma, LCD digital TV sales and annual change – 2003 - 2011
Chart 1 – Overview of overall household conversion to digital TV – 2009 - 2012
Chart 2 – Overview of plasma versus LCD digital TV sales and annual change – 2003 - 2011
Exhibit 1 – Overview of analogue switch off to digital by regional and metropolitan area
Exhibit 2 – Some self-help retransmission sites still maybe converted from analogue to digital

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