BRANDING: Design Choice - Sony Freeview Box

Just before Christmas, the BBC announced that more than 50% of homes will have digital TV.

This seems a remarkable turn-around since the embarrassing failure of ITV Digital.

With its low-key approach, Freeview has avoided making monkeys out of its owners. About 100,000 set-top boxes are sold every month, and now that TV sets with a built-in box are widely available, it seems we are well on our way to all going digital by 2010.

Electrical stores carry an array of digital set-top boxes, which all look the same, probably do exactly the same thing and are best kept out of sight.

So it's a pleasant surprise to see that Sony has applied its high design principles to its little box. Most noticeably, it stands vertically and feels like another quality piece of equipment from the same stable as the iconic PlayStation 2.

It is shiny, silver, compact and contemporary, and looks as if it should be on display. It comes with enough blinking lights to keep techno-man happy, but not enough to offend the house-proud.

The design has some authority to it and this means you do not feel as if it's a last minute add-on that has been cobbled together.

It sits happily alongside the video and DVD player to create the family entertainment centre we probably all need to wash away those post-Christmas blues.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message