Awareness of digital switchover is running high at 95% among the 25,000 households in Whitehaven, the Cumbrian town that will become the first to switch to digital-only television in October. But while awareness of switchover is nearly universal, a survey by media regulator Ofcom and switchover coordinator Digital UK suggests just 7% of Whitehaven adults understand they will have to convert every TV set in their homes to get digital, and just 32% of people there are able to quote the exact quarterly period in which switchover will take place.
Across the UK, Ofcom and Digital UK's switchover tracking survey suggests awareness of switchover rose by 10% in the last quarter of 2006 to 80%. The period saw the second wave of Digital UK's national TV and newspaper advertising campaign, featuring animated robot Digit Al, in October.
Awareness is generally highest in the first regions to switch, with 91% familiar with the process in Border, the first full TV region to go digital-only next year, and in West Country, which goes digital-only in 2009. Awareness has risen to 87% from 71% in the Granada region, which also switches off analogue transmitters in 2009, following a regional advertising campaign in the area in October.
Digital UK said knowledge of switchover dates remained low in areas where its regional communications campaign had yet to launch. Across the UK just 11% of respondents in the tracker survey knew when their region would switch. Awareness of the digital 'tick' logo?indicating a new TV has an inbuilt digital terrestrial receiver?stood at 58%, in line with Digital UK's target of 57%. Digital UK is now targeting logo awareness of 70% by the end of 2007.
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