The thematic channels were the big winners of the past television course, with an average share of 10 %. Nevertheless the penetration of the chains of payment continues without detaching in spite of the arrival of new actors and platforms of television by means of ADSL.

The estimations contained in the presentation of Sogecable in a recent seminar of Banesto Bolsa, indicate that the penetration of the TV for payment in Spain reaches scarcely 23 %. Of this number, which is calculated under the base of 15 million Spanish hearths, approximately two million subscribers exist to Digital Bonus + (13,2 %) and 1,5 million users of offers ‘triple pay ’, that is to say operators as Imagenio, ONO, Jazztel, Orange (9,8 %), etc.

This number contrasts hard with the development of the TV for payment in other European countries. In the United Kingdom the penetration comes to 45 %, in France 47 % and in Germany the penetration Spain doubles up to 65 %. A report of Sogecable of middle of 2005, it points out that the television level for payment in this moment was slightly superior to 20 %, reflecting a quite discreet growth, in spite of the irruption of the platforms of TV for ADSL it does a pair of years.

In 2003, the Commission of the Market of Telecommunications (CMT), it was pointing out that the valuation of penetration of the services of television of payment Spain was located in 22 % of the hearths. This information knows in moments in which the industry of the television and the Government are overturned by the implantation of the Terrestrial Digital Television (TDT), a free technology and that only it needs of the buy of a decoder.

Conference these numbers, in the television for payment they bet for the optimism and for the opportunity that opens a market that does not come to his entire ripeness yet. In his presentation before Banesto Bolsa sent to the CNMV, the chain warns that Spain might approach the European penetration averages and that his subscribers' base in Digital Bonus will have to keep on growing with new opportunities of distribution and exclusive contents assured in the long term.

For his part, his theoretical competition, since there are the ADSL platforms, they have inaugurated the course with new and aggressive advertizing campaigns of clients' reception, always of the Internet hand and television. So much Imagenio, like ONO, Jazztel and the others, have belonged to the companies that more they have invested in publicity in the last months, in clear bet of which the market can still keep on growing.


(18/01/07)