On Digital is looking to sign up 350,000 subscribers to its pay-TV service by the end of next year, a conservative estimate compared to competitor British Sky Broadcasting.
On Digital?s target was confirmed by one of the station?s shareholders, the media and leisure company Granada which said that On Digital is potentially ?a very, very valuable business indeed?.
British Sky Broadcasting, which last month started broadcasting 140 digital channels, is expected to have 200,000 subscribers by Christmas. Analysts, however, point out that some of its customers already have analogue Sky and will be upgrading to digital.
Granada has a 50 per cent share in On Digital together with media group Carlton Communications. On Digital launched this autumn, broadcasting thirty digital terrestrial TV channels via rooftop aerials.
On Digital hopes to have pulled in one million subscribers by the end of the year 2000, meaning it could break even in the following year, when it aims to have 3 million customers.
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