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Indoor or outdoor?
An outdoor or loft mounted aerial will always outperform an indoor one, because height and a clear line of sight to the transmitter matter more than any other factor. Indoor aerials work where the signal is strong, typically in towns within reasonable range of a main transmitter, and they suit a second television, a bedroom or a caravan. If you are in a weak signal area, a valley, or behind a hill, no indoor aerial will fix that and mounting outside is the only reliable answer.
Amplified or passive?
An amplified aerial boosts what it receives, which helps where the signal is weak but present. It cannot create signal that is not there, and in a strong signal area an amplifier can actually make things worse by overloading the tuner, which shows as pixelation on the strongest channels. Start without amplification if your signal is good, and add it only if you have a genuine shortfall.
Check your local signal first
Before buying, look up your postcode on a reception predictor to find your nearest transmitter, its direction and the expected strength. That tells you whether you need a modest indoor aerial or a directional outdoor one, and which way to point it. It also tells you whether your transmitter is horizontally or vertically polarised, which decides whether the aerial elements should sit flat or upright. Getting the polarisation wrong loses a great deal of signal.
Positioning and pointing
Height first, then direction, then polarisation. Indoors, a window facing the transmitter is usually the best position, and moving an aerial half a metre can change reception noticeably, so retune and check signal strength as you experiment. Keep the aerial away from other electronics, and be aware that LED lighting and some power supplies generate interference that can affect a nearby indoor aerial.
5G and 4G interference
Mobile networks transmit close to television frequencies, and in some areas that now causes patchy reception or the loss of specific channels where none existed before. An in-line 5G or 4G filter fitted between the aerial and the television removes those frequencies. If reception has worsened recently without any change to your setup, this is the first thing worth trying.
Connections and cable
Use properly screened coaxial cable, and keep the run as short and direct as practical, since every metre and every joint costs a little signal. Make coaxial connections carefully, with the braid neatly folded back and no stray strands touching the centre core, as that is the commonest cause of a sudden complete loss. If you are feeding several rooms, split the signal after amplifying it rather than before.