Nine Out Of 10 Adults Aware Of Digital Switchover
Nine out of ten adults are aware of digital television switchover, according to new research from Digital UK and Ofcom.
The Digital UK/Ofcom Tracker Survey at December 2007 indicates national awareness of switchover has reached 89%, up from 66% at the beginning of Digital UK’s public information campaign in May 2006.
The figure rises to 96% in the Border TV region, which is set to start the switch at the Selkirk transmitter on November 6. Around three-quarters of those served by it could also pinpoint the exact date analogue transmissions will be turned off at the mast and replaced with a digital signal.
The release of the figures coincides with the launch of a new national TV advertising campaign running in March. The new advert, entitled ‘Skip’, reassures viewers that almost any analogue set can be converted for switchover using a digital box.
Other key findings revealed that 76% of people are now aware of the ‘digital tick’ logo, which identifies equipment ready for the digital switchover, up from 65% in previous research, while eight out of ten viewers in the West Country, Wales and Granada TV areas are already comfortable with switchover, due to start in these regions in 2009.
More than half (53%) of those interviewed had converted every TV in their home, rising to 57% in the Selkirk transmitter area, with 43% understanding that video recorders were also affected by the switch to digital television (up from 32%).
Viewers in London have the lowest awareness levels, at just 77%.
David Scott, chief executive of Digital UK, said: “This latest research is further evidence that viewers across the UK are embracing and enjoying digital TV. More than three quarters of the UK’s 60 million television sets are now ready for digital broadcasts.
“Our figures show there’s some work to be done with raising awareness around converting video recorders, and about the date of switchover in each region. Anyone uncertain about these or other switchover issues can call our helpline, which advises thousands of people every month, or visit our website.”
Last week, a report from the National Audit Office said that there are still 26 million TV sets in the UK which need to be either converted to digital or replaced before switchover (see 26m TV Sets Still To Go Digital).
Digital UK recently announced that it is putting almost £3 million into a scheme to support viewers not covered by the existing targeted help scheme (see Digital UK To Put £3m Into New Switchover Help Scheme).
Digital UK: www.digitaluk.co.uk