The Government has failed to announce a definitive switchover date for digital TV, leaving the industry in a continued state of confusion over exactly how to progress towards a digital-only future.
Culture secretary Tessa Jowell had been expected to delay the UK’s switchover process until 2012, but the minister has stated that the wider views of the industry must be collated before a firm date can be set.
She said: “The Government remains committed to ensuring that switchover is planned and implemented in a way which is platform and broadcaster neutral. Consumers must have clear, unbiased information about what is available on each platform and from each provider so that they can make an informed choice.”
The government had originally been aiming for a switchover deadline of 2010, but the BBC has since expressed concern that it will not meet the target period, stating that 2012 would be more realistic. The culture secretary has stated that the Government recognises the Corporation’s concerns, and its recommended date.
Earlier this year, Stephen Carter, chief executive of media regulator Ofcom, called on the Government to confirm a date for analogue TV switch off warning of problems caused by increasing uncertainty and confusion among viewers (see Positive Quarter One Results For Global Ad Agencies).
Meanwhile the National Audit Office has revealed continued confusion surrounding the Freeview digital TV service, one of the principal methods of converting the nation to digital, claiming that the BBC has failed to significantly improve public understanding of the service, despite numerous high-profile campaigns (see NewsLine).
In a move designed to combat confusion amongst baffled digital newcomers, Tessa Jowell announced that a new ‘switchover’ logo for integrated digital TV sets will be in place by September, earmarking new equipment as ‘digital-ready’ in a bid to reduce bewilderment amongst consumers.
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