Confusion over the digital switch-off
Half of all British adults are still unclear of what the digital switchover involves, according to a new report from moneysupermarket.com.
Despite years of preparation and millions of pounds worth of advertising, just under half the British population (45%) admit to not knowing what the upcoming switch-off entails.
Around 22 million adults do not know the digital switchover means their analogue broadcast will be turned off and they will need a digital receiver on each TV set to watch any programmes, according to the findings.
The report also found that nearly two thirds (65%) say they are unsure of when the switchover will happen in their area, while one in four people claim their TV sets are not digital ready.
Meanwhile, one in five people haven’t made any provisions for the digital switchover and over 20 million adults say they have received little or no information about the switch-off.
This will come as a blow to the switchover partners – BBC, ITV and Channel 4 – and the not-for-profit body set up by the government to assist with the switchover process, Digital UK.
The body was established to communicate the switchover to the public and work with the industry to build support for the whole switch-off programme.
James Parker, manager of broadband and mobiles at moneysupermarket.com, says: “The switchover is well under way now but is worrying how many people still do not understand what it actually means for them. Despite increasing sales of Freeview boxes and satellite subscription services, there are millions of adults who simply do not feel prepared for the switchover.
“Digital set-top boxes have come down dramatically in price and are a low-cost way of preparing your TV for the switchover. However, a subscription to Sky or Virgin Media can start from as little as £16 per month, which could even get you a landline and broadband connection.”
The first digital switchover was completed in Cumbria in 2007 – the second took place recently in the Scottish borders.
The entire programme is expected to finish in Northern Ireland in 2012.