We examine how neoliberal and multicultural discourses were employed in the development of digital terrestrial television (DTT) policy in Israel as a case study of the deployment of media technology in a society that is characterized by deep social cleavages and rapid neoliberalization. We conduct a detailed analysis of official documents published over 6 years, including preparatory work, draft bills, parliamentary committee minutes, parliamentary plenary discussions, and the wording of the law enacted in February 2008. This study highlights how neoliberal multiculturalism operates as rhetoric that champions the cultural and economic rights of minorities, while masking policy stances that negate these rights. We demonstrate how this is linked to the composition of the channels eventually included on the DTT platform.The transition to digital terrestrial television (DTT) broadcasting has been taking place worldwide since the mid-1990s. The technology enables the transmission of more channels than analog technology on a given portion of the spectrum. Picture quality is usually better, and the signal can include an Electronic Program Guide (EPG) and can also be encrypted. As Picard (2007) notes, more than in many other areas of broadcast regulation, the transition to digital television has taken on different formats in different countries and has been subject to very little, if any, transnational coordination of policy.In this study, we examine the forces that have shaped the development of DTT policy in Israel. We consider the discursive role of neoliberalism and multiculturalism, the emergence of a ''neolibral-multicultural'' discourse, and the structural role of clientelism in shaping this policy domain. We do so based on a detailed analysis of official documents published over 6 years, which include preparatory work, draft