Satellite TV broadcaster BSkyB launched its 100-channel digital TV service on 22 June, albeit in a lower key than originally envisaged. Limited supplies of the essential set-top boxes meant that the new channels were available initially only to a handful of Sky subscribers, extending later this summer to other subscribers and by autumn to new customers. Sky plans a promotional bonanza in support of the phased launch with a massive marketing budget of up to £100 million - said to be one of the largest media launches ever. Meantime, rival digital service British Digital Broadcasting, which starts terrestrial transmissions in the autumn, has budgeted £30-£40m to promote its launch.
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