Pace of change to digital TV looks set to quicken: Affordable digital TV is not far away, with the launch of a [pounds sterling]99 adapter -- but it's up to broadcasters and manufacturers to ensure cheap TV is a reality. (Media).

Marketing Week, January, 2002 by Torin Douglas

So, the digital dream is becoming a reality. The once-mythical concept of a small, low-cost gizmo that would turn all analogue television sets into digital ones has been achieved -- and it's due in the shops by April.

It's nor yet as cheap as it will be, but make no mistake Pace Micro Technology's [pounds sterling]99.99 Digital TV Adapter is a breakthrough in the campaign to switch UK TV from analogue to digital -- making the Government's target period of 2006 to 2010 look distinctly more achievable. Now it's up to the broadcasters to deliver more free-to-air channels. And to come up with a marketing concept that will make it clear that digital TV doesn't have to be pay-TV.

Last week's launch announcement by Pace took most people by surprise; nor least the...