By now, most television viewers have been exposed to messages out of the U.S.A. that over-the-air analog TV transmissions will cease in February 2009 (the same is scheduled to occur in Canada by August 2011). To continue to use older, non-digitally equipped televisions will require the use of a set-top box. Of course, subscribers to digital cable and satellite services have long been accustomed to the use of such external boxes, but another group - users of traditional analog coax cable would continue to be able to plug their TVs directly into the cable without the need for any external devices. The end of this functionality may be drawing upon us however, at least for customers of Rogers Cable.
Sources indicate that effective today, Rogers will cease the promotion and sale of both basic analog cable and analog tier channels in digital-ready areas. New customers will be required to take digital services (and the set-top box(s) that come along with it). This is the first step in the eventual shut-down of analog transmission over cable, which can take place once 85% of subscribers are on a digital platform. (As of June 2008, Rogers was at approximately 62% digital penetration based on their Q2 results.) This action can only push that number closer to the required threshold at which point Rogers can flip the analog switch, rendering all those TVs in basements and guest bedrooms without set-top boxes into fancy, electronic snow globes.
Rogers will end up gaining a significant chunk of spectrum on its cable to redeploy for more HD digital services or high-speed internet access. The cost however, comes in alienating long-time customers with second or third televisions who may wake up one day to find they’ve been left in the analog stone-age.
JN
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