The UK's largest retailer, Tesco, is offering a digital TV set-top box for £10, but is currently out of stock at its online store. Whether this is a result of unprecedented demand or limited initial stocks is unclear. Strategy Analytics predicted the arrival of the £10 box back in 2003. We were one year out - our scenario predicted they would hit the shelves in 2008, but I make no apologies. This was an aggressive prediction, and more accurate than anything else published that I am aware of. Its validity was, to put it mildly, seriously doubted by a certain leading component vendor. It turns out that even this price projection was not aggressive enough, and I'm sure the company concerned has adjusted its own planning accordingly... The £10 box may make no profit for Tesco, and very little for the manufacturer, but it brings new customers into the market for digital television and provides upsell opportunities. It is also another victory for open, horizontal markets and the DVB family of technologies. Over The Top or Round The Back? Exploring The Emerging Multi-Billion Web Video Landscape, Revenue Outlook and Adoption Scenarios Attend Strategy Analytics' Analyst Forum at IBC. Registration is Free.