Britons Remain Mystified Over Digital TV Plans
Almost two thirds of British residents remain mystified by the prospect of digital switchover, according to a study by retail chain You Me TV, with 63% of the public completely unaware of the impending switch from analogue TV to digital.
The number of oblivious viewers rose to 70% amongst the over 60s, although Scottish residents were the least knowledgeable, with 71% completely unaware of the change.
The findings should start alarm bells ringing for the Government, which has earmarked the Border region for the first complete switchover from analogue to digital in 2008 (see Digital Switchover To Begin In Three Years).
However, Scotland is not alone in its switchover ignorance. The majority of the British public were equally unaware that analogue TV will soon be switched off in their area, with 73% claiming no knowledge of the Government’s plans.
The Government’s pledge to provide assistance to at risk groups has also done little to allay public fears, the survey showed, with 61% worried about the cost of making the move to digital.
You Me TV’s findings underline those of Ofcom’s Consumer Panel Study, which reported in May that less than a third of UK consumers had heard the term “digital switchover,” with a significant proportion not knowing where to turn for advice (see UK Public Unaware Of Impending Digital Switchover).
The survey also echoed concerns raised over the rising cost of the licence fee, with an overwhelming 86% of the British public believe they already pay too much. The BBC has applied for permission to increase the licence fee’s cost to £150.50 by 2013 in order to pay for the switch to digital broadcasts, and a range of new internet and on-demand services (see BBC Requests Increased Licence Fee For Digital Britain).
Daniel Green, CEO of You Me TV said the findings indicated a knowledge gap on digital switchover, and that the public were still not “tuned-in” to the notion of analogue switch-off.
“We discovered the majority of people don’t know about the main issues surrounding digital TV,” he said. “The Government and the BBC face a big task to educate the British public about the switch-off – especially amongst those over 60 and people in Scotland.”
You Me TV: www.youmetv.com