Don't underestimate the import of this quiet launch: Despite the lack of fanfare surrounding Freeview, the Government's digital strategy rests on its success. It will have to build at least some profile. (Media).

Marketing Week, October, 2002 by Torin Douglas

This week sees the launch of the most important broadcasting service since BskyB--though you won't hear much of a fanfare. When Freeview launches, there'll be no starry switch-on (remember Ulrika Jonsson launching ONDigital at the Crystal Palace transmitter?), no fireworks, no press conference and no party.

Yet Freeview--the new digital terrestrial television (DTT) service--represents nothing less than the Government's final chance to achieve its ambition of converting the whole nation to digital TV--not just by its current (much-mocked) target date of 2010, but ever.

It's still not widely recognised that the key to analogue switch-off (or "digital switchover" as the Government would prefer it to be known) lies not with digital satellite or cable but with...