Too Early To Set Analogue Switch-Off Date, Says IPA

The Institute of Practitioners in Advertising (IPA) has said that it believes the Government’s plans to set a switch-off date for analogue television signals are premature. The Government outlined these plans in The Multi-Media Revolution report by recommending the announcement of a switch-off date this year.

The IPA indicates that “new digital channels have not yet been launched, digital programme plans are not clear and there is no way in which consumer reaction to the new channel offerings can be gauged in advance.” The Institute goes on to say that “to contemplate now a date when those viewers either unable or unwilling to buy into digital may be deprived of their analogue services seems unwarranted.”

It is recommending that the switch-off date is not reviewed until digital penetration has reached 50%, and that analogue broadcasts are not terminated until penetration reaches 90%.

The IPA also expressed concern over Government plans to regulate the commercial activities of all television broadcasters together, saying that there is a danger that broadcasting concerns may become subsumed within telecommunications.

These views are expressed in the same month that Sky’s digital satellite service begins to unroll. Sky is hoping to attract its existing analogue subscribers to the digital service throughout the summer with a promotions campaign believed to be costing up to £100 million.

IPA: 0171 592 2751