Never mind the move to HDTV, according to a new survey, awareness of the switchover to digital TV in the UK is "alarmingly low", with 38% unaware of the government’s intention to switch off the analogue signal and only 7% knowing that the switchover was planned to be complete by 2012.
In response, Digital UK, set up by the TV industry to oversee the switchover, said a £200m public information campaign would be launched in May, with money going to retailers, manufacturers, charities and consumer groups to build awareness.
The Which? report found half the people surveyed did not realise they would require a set-top box, satellite dish, cable or broadband internet to receive programming once analogue ends, while six out of 10 believed it was wrong to enforce the change.
The Border ITV region will be the first to have its analogue signal switched off in 2008 as part of a trial. Digital UK claims there has been a "significant" increase in awareness in the region.
Digital UK website