According to Mumbrella
, Ross said penetration of HbbTV FreeviewPlus will be above 5 percent by the time of its first anniversary in September, but admitted it won’t hit the initial target of reaching one in 10 households. “We are not releasing any figures [about market penetration]. When we first launched we were targeting 10% in the first year, but Samsung have been a bit slower than we thought so that may make that target a bit tricky to deliver by September,” the general manager said.
The slower than expected arrival of Freeview Plus certified Samsung products made initial targets more difficult to reach. Moreover, Ross explained that some retailers have been “fence sitting”, giving an example of a company (which she declined to identify) that is waiting to see how sales of the set top boxes go before stocking the product.
However, Ross added that with five major TV manufacturers producing Freeview Plus certified products, and three set top boxes and three PVRs expected to be available by September, the service is becoming increasingly accessible at a reasonable cost. “In our third year consumers will be able to walk into a retailer and 80 or 90 per cent of products will be Freview Plus certified,” Ross explained.
According to the same source, the first Freeview Plus certified PVR has been manufactured by Dish TV, the same company behind the first set top box which went on sale last month. It will cost around $300, compared to the $149 for the STB.
Additionally, Ross also flagged the launch of a new TV-led marketing campaign this year and commented of the fierce competition due to new emerging streaming platforms, insisting that regular free-to-air TV remains hugely important.