German cable operator Unitymedia plans to promote digital switchover amongst its subscribers by offering a carrot and using a stick. A campaign called “Jetzt Digital” (Digital Now) offers subscribers the incentive of a free digital cable tuner, no additional charge for the subscription before the end of the year and a waiver of the activation fee. Viewers can also test the extended tier Digital TV Plus for free during three months.
On the downside, analogue basic subscription will be raised from €15.49 to €17.90 a month. With the price rise, basic analogue will be €1 more expensive than basic digital, which offers up to 70 channels. Unitymedia offer cable in the states of Nordrhine-Westphalia and Hesse.
The Jetzt Digital campaign aims to convert all 5 million cable hosueholds to all digital and is a joint venture between Unitymedia, the major channels and the state media authorities. The campaign includes billboarding, radio spots, flyers and a special website.