While still being the “queen” of home entertainment, Greek TV is nevertheless almost 50 years old. Still based on the same models since its birth time, it is now forced to weather the ultimate shock of a radical renewal imposed by technological developments, digital switchover and fierce competition in content, over the next 1-2 years.

The reason is quite simple: TV screens have fully embraced the idea of convergence, by responding to the need for “all in one”, while –on the other hand- the viewer becomes an increasingly demanding global «connected consumer» that easily handles his tablet, laptop and mobile devices much better than the TV remote control.

In the same time, Apple TV or iTV heralds the great project on the future of television and market leaders -namely Sony, LG, Samsung and Sharp- are ready to build ‘active screens’ and meet the challenge of multiple monitors.

The debate now revolves around the future of television advertising and the claims of TV station owners for some kind of refund, in case it will be technically possible for the viewer, to override TV spots.

It is now obvious that, despite the delay noted on digital transition, along with the crisis that has hit the television market, the “next day of television has come!”

New technologies and proposals (a la carte viewing , video on demand) which introduce platforms for pay TV, the pressing requirement by Commission for analog to digital switch, the mutation of public television and changing positions on the market, require immediate lifting at all stages.

Is it possible for Greece to win this bet and place itself in the first or at least the second line of countries going digital?

Is Greek TV market able to withstand a round of mergers and acquisitions? Maybe digital technology will provide the proper solution.

Could the major broadcasters coexist, in order to overcome financial pitfalls and prove that they have achieved sustainability?

Will digital switchover guide the key players towards the “separation” of television products, such as premium add-free chargeable content or common free content with advertisement?

How the viewer who has been “educated” to enjoy free content will revert to a “pay as you see” model?

Finally, will media shops and advertisers reallocate their campaigns to alternative channels?