This essay handles the way marketers are affected by the transition from analogue TV to digital TV. Our purpose is to analyse the threats and opportunities of the new technique and how those will affect the marketers of today. Our research has two parts: one part is a literature study and the other consists of five interviews with experts that know the marketing and/or digital TV business. Our result explains how there will be no changes on a larger scale in the transition stage to digital TV. The digital technique principally means a new way of distributing TV-information, but looked at in a future perspective, the technique will imply new opportunities and threats and those are described in our analyses. How that will affect the marketers depends on how the consumers respond to the technique, and we consider that the most important thing for the marketers to do is to work from the basis of the consumers knowledge and usage of the digital TV technique.