Humax targets UK DTT market (advanced-television - Sep 29, 2003)
- From Colin Mann in London

Korean digital set-top box manufacturer Humax is entering the UK market with a range of
digital home entertainment products, with the focus on combining digital TV receivers with
Hard Disk Drives. According to Dale Heathcote, commercial director, the company had 'sat
outside the UK market for a while,' because it didn't have a relationship with dominant
digital satellite platform BSkyB. However, in response to the high level of take up of
'Freeview' digital terrestrial STBs, it now intended to establish Humax as a major consumer
electronics brand.

Humax is positioning itself as a value-added supplier, offering differentiated products. "We
cannot be a 'me-too' player, otherwise we'd be competing against more than 20 other
manufacturers," revealed Heathcote. In addition to an entry-level STB that is designed to
offer affordable access to free-to-air digital TV and radio services, Humax will offer a fully
featured unit allowing digital text and interactive services. Also available will be a two-in-one
combined Freeview digital receiver and DVD player, and combined DTT Personal Video
Recorders (PVR).

Scheduled for launch in the first quarter of 2004 is Humax's LCD Integrated Digital TV
(IDTV) range, combining a flat panel LCD screen with a DTT receiver. "IDTVs have had a bit
of a chequered history so far, but we see this as the way forward," observed Heathcote.
The company is also targeting other European markets, with the emphasis away from the
standard functionality of the STB. Humax anticipates that the UK will remain the most
developed DTV market, with a strong PVR uptake and a higher than average proportion of
households taking a second device.

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