Government Faces Backlash Against Analogue Switch-Off
The Government is facing significant opposition to its plans to switch off the analogue television signal by the end of the decade with more than one in ten householders refusing to join the digital revolution.
New research carried out by the Generics Group warns that Culture Secretary, Tessa Jowell, risks angering millions of viewers when she begins the process of closing down the existing analogue television broadcasts by the 2010 deadline.
The study shows that around 13% of British householders will not voluntarily switch to digital television. A further 3% claim they currently have no plans to invest in non-terrestrial services, but say they could be persuaded in the future.
More than 50% of the population now receives digital television either through Sky Digital, cable or the recently launched Freeview digital terrestrial service, which offers viewers a range of 30 free-to-air channels (see Digital TV Now In More Than Half Of UK Households).
However, despite the recent increase in uptake, there remains a hardcore of digital refuseniks and 6% of households say they will never buy digital equipment even if it means having to stop watching television altogether.
The research claims that the majority of consumers do not fully understand the Government’s motive for switching to digital and many are objecting purely to the principle of enforced change.
So far the Government has been preoccupied with addressing the technological aspects of digital television. However, the majority of refuseniks are more concerned with the quality of channels on offer and the proliferation of low budget programming.
E-Commerce Minister, Stephen Timms, said: “Millions of people have already chosen to go digital and millions more will do so in the future – but some consumers remain reluctant to make the transition.”
He added: “This unique research gives us an invaluable insight into the complex views and concerns that consumers have about digital television and digital switchover. There are strong messages here for both Government and the broadcasters to take on board.
The Government has now announced that the analogue switchover will definitely occur by the 2010 deadline. The Department of Trade and Industry has commissioned a further wave of research to examine how consumers will respond to the changes.
The Generics Group: 01223 875 200 www.genericsgroup.com
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