[Community Television] Ofcom: Public clueless over analogue switch off

[Michelle McGuire]

Ofcom: Public clueless over analogue switch off
Susan Thompson
11 May 2005 10:36

Over 70% of people in the UK are unaware of the government's plans  
for digital switchover, according to an Ofcom Consumer Panel study.

Out of more than 2,500 respondents questioned for the research less  
than one in three UK consumers has heard of the term 'digital  
switchover' and only one in five is able to describe what it means.

Although 57% consumers said they already had digital TV, only 6% said  
they intend to get it while one in four people say they do not know  
where to turn to for advice about digital switchover.

Levels of awareness and understanding are lowest outside England,  
particularly in Scotland and in Northern Ireland.

"Those who already understand what digital switchover is, are the  
most likely to have a positive attitude towards it," the report  
states. "Those previously unaware are the most likely to have  
negative attitudes.

"Understanding digital switchover therefore appears to increase  
positive perceptions, but with four in five residential consumers not  
understanding the term at present there is clearly much scope for  
increasing positive perceptions."

The findings suggest that SwitchCo, the not-for-profit organisation  
responsible for driving the government's switch from analogue to  
digital by 2012, will have its work cut out educating the public  
about the transition.
SwitchCo, which launched officially last month but has been up and  
running since October has hired former Universal Music direct  
marketing boss, Ford Ennals, as its chief executive.

Channel 4 deputy chairman Barry Cox, is the group's chairman, while  
the BBC executive, Andy Townend is director of commercial business  
affairs.

Source: broadcastnow.co.uk