Now digital is upon us and analogue condemned, the choice is between sink and swim.
Broadcasters can either invest in digital or hope to swim, or give up and sink.
There is no going back. Hereon the dabbling with interactive technologies and the Internet can change into business fortunes. That it is all about trade not techno toys is highlighted in a new report from independent analyst group, Ovum. Here they map out the factors in the development of the new digital market with the promise that the interactive services will yield significant returns. Their first point is about content that they see as the key to success in winning viewers and advertisers.