Abstract :
A new generation of television broadcasting was inaugurated on 5 February when Sky Television began its services of four new channels directed at UK homes. For many the key to receiving Sky and the other new channels is the purchase or rental of a direct to home (DTH) 60 cm satellite television receiver (STR). The take-up of satellite programmes will also depend upon the degree of public awareness of the additional reception equipment-the requirements, the cost, the visual effect of the outdoor dish, and how many STRs are needed to receive a full range of programmes. A number of questions are answered, and more are raised, about the factors that will determine to what extent the technology will affect the growth of the viewing population, and which are likely to deter or delay certain types of customer
