Sky Digital

A few months ago, at a charity seminar, a speaker from Shelter keen to engage, threw a question out to the auditorium. ‘What are some of things missing from a homeless person's life?', she asked. Just as an awkward silence was about to settle, one chap put up his hand gingerly and facetiously suggested, ‘Sky+'. Laughter flowed forth and the ennui that had plagued the morning was broken. It was not perhaps the answer she was expecting, but Sky never fails to provide humour and entertainment when called upon. With hundreds of channels to choose from, it can't really fail.

Yet that same gateway to digital choice has been opened by alternative providers. Freeview hit the scene in 2002 and has expanded hugely, delivering digital television through a standard aerial. Those who have made the switch enjoy access to over 40 channels: music, news, sport, and films are available at the touch of a button. Its unique selling point, though, lies in its price: there is none. Freeview is just that, an upgraded terrestrial service, included in the licence fee.

Anyone with even a pedestrian understanding of economics must wonder how the other, paid-subscription digital providers survive. The answer is the same given by the comical audience member at the charity seminar, though this time it is more sincere, ‘Sky+'. Sky provides a service for which people are willing to pay. Its base package alone provides a far greater choice than its free competitor, while those who wish to broaden this foundation are free to select from packages that will deliver everything from the latest blockbusters to live premiership football. Freeview is the standard, no-frills option; Sky opens up new horizons.

But others do too. NTL: Telewest offers a package that can match Sky's promise of movies-on-demand and myriad channels. For those chasing luxury, however, Sky's Sky+ offers a service that revolutionises digital television. No longer do viewers have to be straight-jacketed by schedules, forced to watch programmes at allotted times or having to remember to put a blank tape in the recorder and fiddle with the remote. It marks an end to programme clashes, as multiple programmes can be recorded simultaneously; it can save complete series at the touch of a button, and it allows the pausing and rewinding of live television.

Moreover, Sky offers consumers the chance to experience its services with a sharper picture than ever before, by taking advantage of High Definition Television (HDTV). The new technology delivers compact disc sound quality and a wide-screen picture quality similar to 35mm film. The competition is not far behind, though, and NTL has plans to offer HDTV to its subscribers. Yet Sky can provide what NTL has only the potential to provide.

BT is the new kid on the block, attempting to extend its traditionally telephonic arm into the digital sector. Its BT Vision service is powered by a sleek V-Box and, while providing access to all the Freeview channels, the company has embraced the on-demand market. As with the Sky+ package, viewers are able to pause, record, and rewind live television. But the service offers nothing which Sky does not. In fact, it delivers a somewhat reduced service, for only the Freeview channels can be recorded, in contrast to the more generous selection offered by its competitors. And for those who watch a reasonable amount of television, its pay-per-view focus, which charges for each music video requested, might not be too easy on the wallet.

In all this, it seems, Sky comes out top for features. Yet there still remains the issue of value for money. Fierce competition in the digital market has benefited the consumer, as the various providers vie for subscribers, offering increasingly attractive packages. NTL, BT, and Sky all offer broadband and telephone services. And 2mb broadband is included free with Sky. The full Sky package might be the most expensive, but it is value with which the sage buyer is concerned: it is this provider which leads the game and finds itself chased by the lagging competition. If asked for the best digital service, I would answer, with a straight-faced, ‘Sky+'.