Digital Marketing
A Medium Transition to Digital
DIGITAL TV
Digital Television(DTV) is a more technological advanced form of broasting that allows the viewers better options. DTV makes it possible for broad caster to offer television with higher picture and sound quality throgh mulitple channels. TV transit into different channels in smart devices, smart, phone, computer, tablet and so on.
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 Devices use to access internet90% of British have accessed internet last three month, and also high percentage of people with the internet use of smart phone and tablet. While, Only 14% of people access the internet with television, which means the multi-channels television is important for the detrimental of TV market.(digital television through other channels)(Mintel 2014 C) |
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Digtal Television with Multichannel Statistics (Ofcom)
 Platform Take Up surveryMulti-channel take up and digital TV take up indicate the highest percentage at the top 4 major. Others obviously stay weak competitive.Therefore, the Digital Market expansion is inevitable. |  Digital/ Multichannel TVMulti-channel with the incredible growth for the whole market. This figure following with the first one, comparing other channel, TV medium tends into digital. |  Multichannel and analoguemulti-channel present the replace of analogue on 2010, shows 26.5 million of secondaryTV sets. |
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Advantages for Marketer(Fill et al):
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Cost effective( it is less expensive than traditional paid media
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The internet can reach a global ( and local audience).( Compare with the traditional TV, which is distributed in regional.)
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The internet offers opportunity for two way comversations ( with more engagement with custoemers, audience enable to post comments on the online)
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Providing good tracking mechanisms(tracking on traditional newspaper, tv is difficult, while online television allows the marketers to track the number of impressions an ad receives and vistors. It is relatively easy to determine the kind of click through conversation rate ratios the online advertisements achieve.
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Good target reach
Digital Market Potential (Mintel 2014 D)
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Total spending on digital entertainment products – music, video, computer/console games and e-books – will rise 21% to £1.9 billion in 2014
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Breakdown of estimated spending on digital entertainment products, 2014. Music and videos are the main part of TV, which competitive with tranditional medium. Hence the the transimission is the market tendency.(Choice of digital or dark)
