Two surveys of UK consumer attitudes towards digital television have come up with contrasting pictures of the willingness to upgrade to pay-television. Research carried out in July by polling company NOP for investment bank UBS showed that 21 per cent of the 14.3 million homes that do not take Sky Digital or cable were likely to take a pay service in the future. These figures suggest, says UBS, that there is room for three million more pay-television homes and that BSkyB's target of 10 million subscribers by 2010 is credible. NOP found that homes that have recently taken Freeview are less satisfied with the service than long-standing customers. About 15 per cent of users who bought Freeview reception equipment in the past year said that it had not lived up to their expectations.
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