Half The Country Is Ready To Switch To Digital TV

Just under half of the British public intends to switch from analogue to digital television in the next three years, paving the way for an early analogue switch-off, closer to 2006 than the 2010 deadline. These are the findings of new Gallup research commissioned by digital set-top box manufacturer, Pace Microtechnology.

The third annual Pace Report into customer attitudes toward digital television found that 42% of people believe that they will buy into digital TV by the end of 2002. This rises to 64% in the 16-35 year old category and 17% intend to subscribe by next summer. The Government has set the analogue switch-off target at sometime between 2006 and 2010, but has pledged not to turn off the existing signal until 95% of the population has DTV and transmission coverage is at 99.4%.

Commenting on the poll’s results, chief executive of Pace, Malcolm Miller, says: “Overall, these statistics are very encouraging. The results show that by 2002 there will be more digital subscribers than analogue. From this point, the rate of digital take-up is likely to soar. According to our findings, analogue switch-off could potentially occur closer to 2006 than 2010, the target dates proposed by [culture secretary] Chris Smith last month [see Chris Smith Sets Out Digital Agenda].”

The driving factors for conversion to digital are increased channel and programme choice (33%) and higher quality sound and picture (23%). Interactive services, which are just beginning to be rolled out by DTV operators, have already attracted 8% of subscribers, according to the survey. The offer of free set-top boxes, instigated by BSkyB and followed swiftly by ONdigital, was the motivation behind only 8% of respondents who moved to DTV.

Pace Microtechnology: 01274 532 000