Hi-tech equipment produced in Bradford is sounding the death knell for traditional television and winning a top firm millions of pounds in deals.

Bradford hi-tech firm Pace Micro Technology is at the leading edge of the UK electronics industry with its set-top boxes

The firm, based in Salts Mill, Saltaire, has 250 engineers devoted to the future of the set-top box technology which has helped Pace bosses make their fortunes.

They are working on a whole range of products which are way ahead of any other firm in Britain.

They include a number of interactive digital set-top boxes which will be an integral part of the home of the future.

The firm will be showing it is ahead of the game and bringing in multi-million pound deals at Europe's premier media exhibition next month. Top directors - including chief executive Malcolm Miller - and sales teams from around the world will be at the event.

Pace will show off its multimedia digital cable box at Mediacast '99 between May 17 to 19 at Earls Court, London. The exhibition also attracts distributors from around Europe and is seen as a major opportunity for Pace to be seen by all the major broadcasters across Europe.

The firm is also working on how to make set-top boxes cheaper than the current retail price of £200 each.

It is believed the television industry is working towards making digital television cheaper to run in a bid to bring forward the day when the mainstream analogue television signal is switched off.

British Telecom and BSkyB are believed to be working on plans for a £99 set-top box - half the current price.

The Government has already set a provisional date of 2010 for the national changeover to digital television which will involve switching off the signal which is currently used by millions of traditional TV viewers.

A Pace spokesman said: "We are at the leading edge of research and development for set-top boxes and one of the most exciting areas is the inclusion of interactive services in a set-top box."

TV and telecoms firms are also believed to be looking at a set-top box which, with a subsidy, could cost the viewer as little as £25, but this has been dismissed by Pace.

"We think it is quite unlikely that a £25 box is possible because of the cost of research, components and royalties needed to bring such a box to market. The set-top box people buy now is capable of carrying out interactive services in the future," she added.

Mr Miller said: "Interactive TV is set to revolutionise how consumers in the UK watch and use their TV.

"Our digital technology is transforming TV viewing from a one-way experience to a truly engaging, interactive activity, enabling consumers to order groceries, clothes and music at the touch of a button. The opportunities are endless."

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.