The digital switchover brings a growing list of new channels to air, each of them focused on a specific target audience. As New Zealand switches to digital TV broadcast the playing field is levelled for these new channels as everyone in the country will have instant access as soon as they go to air. In the past new TV channels have relied on signal repeater station throughout the country to boost the signal to reach all area.
The advantages to companies wanting to promote on TV are two fold. More channels means more cost effective advertising spots as channels compete for the advertising dollar. TV channels will have to become more targeted to retain an audience which gives advertisers to opportunity to more finely tune advertising toward their demographic.