1. Project: Transition to digital television broadcasting in Estonia
Category: PUBLIC SECTOR COMMUNICATION
Summary
In spring 2008 Estonian parliament adopted the law that defined switch-off date of
analogue terrestrial television: July 1, 2010. At that moment approximately 1/3 of
Estonian households (173,000) watched an old analogue television via regular
antenna and had to purchase new equipment (set-top-box or digital TV set) or
subscribe TV channels from service provider to ensure continuous TV reception. The
main objective was to motivate this target group to make its decisions and act before
switch-off deadline July 1, 2010.
Extensive media coverage was achieved: 3015 articles were published between
March 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in a
day.
Although primary target group was mainly conservative and rather against any
changes, lived in countryside, was with higher average age and earned often
minimum salary or retired, was transition to digital television successful. Most TV
viewers implemented transition before deadline despite of economic crisis. According
to survey of TNS Emor, 99.6% of Estonian homes with TV sets were after transition
able to view Estonian channels and amount of households without TV availability did
not increase significantly.
Situation
96% Estonian households (560.000) have at least one operational TV set. In the end
of 2007 only two Estonian TV channels were digitally available via regular aerial
antenna and only 5000 homes had set-top-boxes. In spring 2008 Estonian parliament
adopted the law that defined switch-off date of analogue terrestrial television: July 1,
2010. At that moment approximately 1/3 of Estonian households (173,000) watched
an old analogue television via aerial antenna and for continuing TV viewing had to:
·
purchase new equipment (set-top-box or digital TV set) or;

2. - subscribe TV channels from service provider (cable TV, satellite TV, digital TV,
IPTV) before analogue TV switch-off deadline July 1, 2010.
Objectives
·
To inform all TV viewers and Estonian society about transition to digital
television broadcasting (DTT).
·
To advice TV viewers about practical aspects of DTT (need for set-top-boxes,
modernization of antennas and cables, re-configuration of reception systems at
homes etc.).
To ensure awareness of transition process by deadline of analogue switch-off
in July 1, 2010.
To minimize political risk of postponing existing deadline.
Primary target:
-Mainly Estonian speaking
-Mainly countryside, especially Central and South
-Regions
-High average age
-Often earns minimum salary or retired
-Mainly conservative, against any changes
Strategy
Main message: digital terrestrial TV brings at your home all national channels (twice
more than via analogue TV). More detailed messages were divided according
process time-line.
 In 2008:
– All Estonian channels are digitally available via regular antenna
– Whole country is covered with digital TV

3. – Unique content: free Olympics channel (ETV2)
 In 2009:
– Start watching digital TV already today
– Report your problems: we will improve TV coverage
– All preconditions are created for transition: coverage of digital TV
is wider than old analogue coverage, more free channels, pre-tested
set-top-boxes are cheaper than earlier, equipment is sold across
Estonia, website and helpline are launched
 In 2010:
– Countdown: x days to transition deadline
– Ask help early: (practical advice to implement transition)
 Main message to Russian-speaking target group: do not do anything (97% of
that target group were already viewers of cable, satellite or digital TV and were
technically not concerned by the transition).
Execution
 Open and active communications
 Continuous information flow to national and local media
 Regular media events: project launch in distant Ruhnu island (the first area
that had only digital TV transmission); launch of “Digilevi” (DTT) compatibility
logo for pre-tested receivers; all Estonian channels are digitally available;
Estonia is covered with digital TV; official press conference 2 days before
deadline; switch-off of analogue TV network in Tallinn TV Tower
 Quick re-active media relations: zero tolerance toward misinformation
 Publishing process monitoring surveys in quarterly
 Support for new opportunities: HDTV live broadcasts from Song Festival and
Eurovision, channels switch to wide screen
 Co-operation with TV stations: launch of new digital channels, special
broadcasts, screen graphics before transition etc.
 Co-operation with service providers, retailers and antenna installers
 Information events road show in all counties
 Manuals for local governments and social care officials

4.  Website, helpline, direct mail, newspaper inserts, simple manual in Estonian
and Russian
Documented Results
Analogue TV network was switched off and transition to digital television broadcasting
took place on July 1, 2010 as planned 2.5 years earlier. Most TV viewers
implemented transition before deadline despite of economic crisis. According to
survey of TNS Emor, 99.6% of Estonian homes with TV sets are able to view at least
4 Estonian channels and amount of households without TV availability did not
increase significantly.
Extensive media coverage was achieved: 3015 articles and other media hits between
March 31, 2008 and July 31, 2010 i.e. an average of approximately 3.5 coverage in a
day. Media relations were the most intensive during January-July of 2010 when 1246
articles about digital television were published (an average of approximately 5.9
coverage in a day). Most of media coverage was neutral or positive, some negative
user experiences did not lead discourse in public.
Digilevi (DTT) website www.digilevi.ee