Background and strategyDutch TV provider Ziggo is making the definitive switch to digital TV. Digitalsubscribers will have to reconfigure their channel listing. For analoguesubscribers, channels will even be cancelled.To give these changes a soft landing, we showed that this switch is just thelogical next step in the evolution of TV content and technology. After all,throughout the years, things have been changing for TV viewers all the time.'Digital TV will be the standard. Time to switch again.'ConceptIn a sequence of zooms, we see ever newer TV technology and contentemerging: King Kong is being watched on an old black-and-white TV in a scenefrom Starsky & Hutch, which is being watched in the Baywatch series on an even newer TV. Baywatch is playing on a TV at a crime scene in CSI. CSI is beingwatched digitally by a modern family on a state-of-the-art TV. Only Dad stillneeds to adjust to the digital system. 'Digital TV will be the standard. Time to switch again.'