Nine out of ten adults are aware of digital television switchover, according to new research from Digital UK and Ofcom published today.
The Digital UK/Ofcom Tracker Survey at December 2007 indicates national awareness of switchover has reached 89%, up from 66% at the beginning of Digital UK’s public information campaign in May 2006.
The figure rises to 96% in the Border TV region, which is set to start the switch at the Selkirk transmitter on November 6. Around three-quarters of those served by it could also pinpoint the exact date analogue transmissions will be turned off at the mast and replaced with a digital signal.
Following the successful switchover in Whitehaven, Cumbria, the research also shows more people than ever are relaxed about switchover. Nationally, 86% of those interviewed were comfortable with the move to digital TV.
The release of the figures coincides with the launch of a new national TV advertising campaign running in March. The new advert, entitled ‘Skip’, reassures viewers that almost any analogue set can be converted for switchover using a digital box.
Other key findings revealed:
�� 76% of people are now aware of the ‘digital tick’ logo, which identifies equipment
ready for the digital switchover, up from 65% in previous research.
�� Eight out of ten viewers in the West Country, Wales and Granada TV areas are
already comfortable with switchover, due to start in these regions in 2009.
�� More than half (53%) of those interviewed had converted every TV in their home,
rising to 57% in the Selkirk transmitter area.
�� 43% understood that video recorders were also affected by the switch to digital
television (up from 32%).
�� Viewers in London have the lowest awareness levels, at just 77%.
David Scott, Chief Executive of Digital UK, said: ‘This latest research is further evidence that viewers across the UK are embracing and enjoying digital TV. More than threequarters of the UK’s 60 million television sets are now ready for digital broadcasts. Our figures show there’s some work to be done with raising awareness around converting video recorders, and about the date of switchover in each region.’

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