Abstract :
The launch of any new electronic product or service inevitably brings confusion. If the marketing managers cannot explain it clearly to the press and dealers, then what hope has the consumer of understanding what is on offer? Confusion is compounded where there are rival and incompatible formats. Ten years ago Sky trounced BSB and has built a monopoly in analogue pay tv. But now Sky faces a significant challenge; the digital satellite service which Sky provides is competing head on with the digital terrestrial services offered by the BBC, ITV, Channel 4, Channel 5 and the new pay broadcaster On Digital. But consumer confusion remains the enemy to progress. The terrestrial broadcasters have done a very poor job of presenting a clear generic message. The article discusses the current state of play, taking into account some of the news and views which are likely to emerge
