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Baltic PR Awards 2011: Transition to digital television broadcasting in Estonia

Hamburg & Partners; EST
PUBLIC SECTOR COMMUNICATION

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Baltic PR Awards 2011: Transition to digital television broadcasting in Estonia

  1. 1. Digitalization of Estonia Indrek Raudjalg Managing partner May 19, 2011
  2. 2. Situation <ul><li>96% Estonian households (560.000) have at least one operational TV set </li></ul><ul><li>Television is still the leading type of media consumption: the average Estonian  watches television 3h 45 min daily </li></ul><ul><li>In the end of 2007 only two Estonian TV channels were digitally available via regular aerial antenna and only 5000 homes had set-top-boxes </li></ul><ul><li>In spring 2008 Estonian parliament adopted the law that defined switch-off date of analogue terrestrial television: July 1, 2010 </li></ul><ul><li>At that moment approximately 1/3 of Estonian households (173,000) watched an old analogue television via aerial antenna and for continuing TV viewing had to: </li></ul><ul><ul><li>purchase new equipment (set-top-box or digital TV set) or; </li></ul></ul><ul><ul><li>subscribe TV channels from service provider (cable TV, satellite TV, digital TV, IPTV) </li></ul></ul>06/16/11
  3. 3. Objectives <ul><li>To inform all TV viewers and Estonian society about transition to digital television broadcasting (DTT) </li></ul><ul><li>To advice TV viewers about practical aspects of DTT (need for set-top-boxes, modernization of antennas and cables, re-configuration of reception systems at homes etc </li></ul><ul><li>To ensure awareness of transition process by deadline of analogue switch-off in July 1, 2010 </li></ul><ul><li>To minimize political risk of postponing existing deadline </li></ul><ul><li>Primary target: </li></ul><ul><ul><li>Mainly Estonian speaking </li></ul></ul><ul><ul><li>Mainly countryside, especially Central and South Regions </li></ul></ul><ul><ul><li>High average age </li></ul></ul><ul><ul><li>Often earns minimum salary or retired </li></ul></ul><ul><ul><li>Mainly conservative, against any changes </li></ul></ul>06/16/11
  4. 4. Continuous information flow to national and local media , media events, co-operation with all parties, pro- and re-active media relations, website, helpline, direct mail, newspaper inserts… 06/16/11
  5. 5. Results <ul><li>Analogue TV network was switched off and transition to digital television broadcasting took place on July 1, 2010 as planned 2.5 years earlier </li></ul><ul><li>Extensive media coverage was achieved: 3015 articles and other media hits between March 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in a day. Most of media coverage was neutral or positive </li></ul><ul><li>Media relations were the most intensive during January-July of 2010 when 1246 articles about digital television were published (an average of approximately 5.9 coverage in a day ) </li></ul><ul><li>Most TV viewers implemented transition before deadline despite of economic crisis </li></ul>06/16/11

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