CHESHUNT, UK: The cost of moving to digital TV halved Wednesday as Tesco, Britain's dominant supermarket chain, launched the nation's cheapest digital set-top box.

Retailing at just £10 ($20; €15) - half the cost of its cheapest rival - the box offers the standard forty Freeview digital terrestrial TV channels and numerous radio stations.

Consumers can buy a Freeview box with a once-only payment and no subscription charges.

Whoops Ford Ennals, ceo of industry body Digital UK: "We've seen the cheapest digital box go from £100 to £10 in just five years, and this is further proof that going digital needn't be expensive.

"We're now working with Tesco and the other supermarkets to help them provide switchover information in their stores."

Data sourced from; additional content by WARC staff