Government’s Digital Switch-Off Plan Alienates Viewers
A staggering 50% of UK viewers are still opposed to the Government’s plan to switch-off analogue television signal by the current 2010 deadline, according to new research from the Department for Trade and Industry.
The recent success of Freeview and numerous BBC advertising campaigns mean that more British households than ever before now receive multi-channel services. However, the latest research shows that 5% of viewers claims they will never switch to digital television.
This deficit would technically allow the Government to go ahead with its plan of terminating analogue broadcasts when 95% of the population have gone digital. However, there continues to be doubts over the feasibility of pushing viewers towards the switchover.
The report confirmed the findings of recent research by ZenithOptimedia, which shows that large portions of the UK population disagree with the principle of digital switchover. However, the DTI predicts that even without the prospect of analogue switch-off to drive take-up, digital television would still reach around 70% of UK homes by the end of the decade (see Consumers Reluctant To Upgrade To Digital Television).
Commenting on the findings, Communications Minister, Stephen Timms, said: “This research is helping us to plan how we ensure that switchover is as smooth an painless as possible for everyone. By switching off analogue, we can bring digital television to everyone in the UK, and can ensure that the UK continues to benefit from being a world leader in broadcasting technology.”
The DTI’s latest report underlines research conducted in January by the Generics Group warning culture secretary, Tessa Jowell, that she risks angering millions of viewers when the process of closing down existing analogue television broadcasts begins (see Government Faces Backlash Against Analogue Switch-Off).
Broadcasting minister, Andrew McIntosh, said: “Fifty percent of households are switched on to digital. That’s real progress. But the other 50% are going to need convincing. We’re under no illusions about that. That’s why we’ve got to get the product right. That means high quality TV programmes that people want to watch.”
Concerns have already been raised over the quality of content on digital television and the latest research shows that the majority of digital refuseniks are more concerned with the quality of channels on offer than the technical aspects which have so far pre-occupied the Government (see Government Faces Backlash Against Analogue Switch-Off).
DTI: 020 7215 5000 www.dti.gov.uk
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