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Consumers Key to Digital Switchover Success

30 March 2004

New research into digital television (DTV) take-up published today suggests the Government will need to embark on a public information campaign in its drive towards switching off the analogue signal by 2010.

The study, commissioned by the Department of Trade and Industry, indicates that providing consumers with better information about the benefits of DTV will be necessary to convince those unwilling to upgrade to analogue sets.

Ministers are committed to switching over to digital sometime between 2006 and 2010, and have set a target of 95 per cent of households having access to digital equipment in time for the changeover. According to the report, DTV penetration stands at over half of UK households and should increase to more than 70 per cent by 2010 without government intervention.

The report also indicates that u
p to 95 per cent of households intend to go digital if the analogue signal is turned off, leaving a core group of five per cent who have ruled out ever converting to digital. Among the reasons outlined for this is that many do not understand or accept the reasons why digital switchover should be imposed upon them.

Announcing the report today, eCommerce Minister Stephen Timms said that the public would need help to "understand and accept analogue should be switched off, and why we believe digital switchover is worth striving for".

He added: "This research is helping us to plan how we ensure that switchover is as smooth and 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."

Download the report

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