Older Viewers Most Switched On To Digital Switchover

Two-thirds of the population are aware of the UK’s switchover to digital television, with older viewers the most aware of any age group, according to new research by Digital UK and media regulator Ofcom.

The Q1 results from the new Switchover Tracking Survey show that in the three months to June of this year, 66% of those surveyed had heard about the switchover process. Awareness was highest in the Border TV region, where switchover begins in 2008, with 82% of people aware of the change.

Across the UK as a whole, awareness is highest among those aged 65-74, at 78%, and lowest among the 16-24 age group, at 47%.

West Country and Wales, the TV regions that will follow Border in the switchover sequence, also have above average awareness of switchover. In the West Country, 77% of people are aware, and in Wales 71%.

Publication of the findings coincides with the announcement of the national switchover flagship project in Whitehaven, Cumbria. Switchover in Whitehaven will now take place ahead of schedule in 2007, increasing the number of channels available through a normal aerial from four to 18.

Ford Ennals, chief executive of Digital UK, said: “These results are encouraging and demonstrate that the message about switchover is getting through, particularly to older viewers.

“We still have a lot of work to do in order to ensure everyone knows about switchover and understands what they need to do to prepare. This includes knowing that all televisions need to be able to receive a digital signal. Nevertheless, this is a good start to our programme of communication and support, one we will continue to build on in the coming months and years.”

Ofcom: 020 7981 3040 www.ofcom.org.uk