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Digital Tv Will Demand Deep Pockets

News, 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.