For Consumer Product Strategy Professionals

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	December 18, 2008 Digital TV Transition Targeting Late-Adopting Pay TV Households by Doug Williams with Julie A. Ask

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Executive Summary

With the digital TV (DTV) transition looming on February 17, 2009, pay TV providers have a narrowing opportunity to capitalize on this event to migrate over-the-air (OTA) TV viewers to pay TV services.

Key Questions

• What percentage of online users view OTA free TV at home?
• What opportunity exists for pay TV providers to increase service subscriptions in advance of the DTV transition?
• What acquisition strategies should pay TV providers adopt leading up to the DTV transition and beyond?

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