Consumers Not Switched On To Switchover

Consumer awareness of digital switchover is still low, with a “drastic boost” needed, according to the head of communications at price comparison website uSwitch.com.

Steve Weller’s comments follow last week’s announcement by Ofcom suggesting that less than half of Britons are still using the traditional analogue technology on their televisions.

Research carried out by uSwitch suggests that four fifths of adults do not know when their region will have its analogue signal switched to digital.

Almost a quarter of adults are also under the impression that they will have to purchase a brand new TV set when the regional digital switchover begins in earnest in seven months’ time.

“Our advice to consumers is to first establish when their region is scheduled to be switched over,” said Weller.

Regarding the need to buy a new set, he pointed out “that it’s highly unlikely that consumers will have to go out and buy a new TV set” due to the wide range of choice that should “meet all needs and budgets”.

He added: “Check online… to see which digital services are available in their area.”

Last week the start date for the digital switchover was announced by Digital UK, with Whitehaven and the surrounding area of Cumbria having BBC Two switched off on October 17 this year.

Chief executive of the independent body leading the switchoff, Ford Ennals, said that the remaining three analogue channels would be switched off four weeks later on November 14.

The two-stage process will then be repeated across the UK until switchover is completed in 2012 (see Digital Switchover Gets October Start Date).

uSwitch: www.uswitch.com