National Grid Wireless Case Study
by Nigel Walley - May 2008
Prior to its aquistition by Arquiva, National Grid Wireless was the major broadcaster of terrestrial analogue and digital signals from its network of masts around the UK. As such, it was a major service provider to a large number of commercial broadcasters operating on the Freeview platform. Decipher was asked to provide an analysis of the potential ad revenues to be made from the UK terrestrial broadcast market up to 2020, based on assumptions of core broadcast revenue, TV on-demand take up and PC on-demand take up. Decipher's Scenario Planning approach provided a 'core' market model whichh offered a broad analysis of potential shifts in content consumption across the UK market over the next 12 years. To further the analysis, Decipher also created three support scenarios around the core model which allowed for extreme reactions to drivers such as the take up of VOD, the shift of content distribution from broadcast to networks, the rise of mini-channels to challenge the PSBs and the shift of commercial model from commercially supported free to air (FTA) to subscription.