Tesco has fired the opening salvo in what could soon become a price war in the Freeview set-top box market. The supermarket giant is offering a digital terrestrial converter, made by Techwood, for just £10—half the price that the cheapest boxes once retailed at.
Tesco said the move deliberately targeted customers who had yet to make the transition to digital-only TV, which begins on October 17 in Whitehaven and surrounding Copeland area, then rolls out across the UK on a region-by-region basis until completion in 2012.
"We know many of our customers are not ready for the change in the way their TV programmes are transmitted, so to get them prepared for the switchover from analogue, we are offering this," said a Tesco spokesman.
Digital UK, the switchover coordination body, welcomed Tesco's move, saying it was further proof that "going digital need not be expensive".
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