Digital Tv Will Demand Deep Pockets

01 July 1998

British Digital Broadcasting announced its new moniker ONdigital and at the same time unveiled details of cost. Digital TV is not - initially, at least - for the impecunious! At the outset, TV sets capable of receiving digital transmissions will cost up to £1,000 and a set-top box in the region of £200; plus around a tenner a month to subscribe to ONdigital. The company, a joint venture between Granada and Carlton Communications, is about to launch a massive £40m marketing campaign to win subscribers and will start limited interactive transmissions some six months after its November launch. The name change, for which the generous BDB paid Wolff Olins £100,000, is intended to distinguish the company from rival BSkyB.