Retailers need to improve advice on digital TV switchover, research suggests

According to recent research by Digital UK, the independent body implementing the UK’s switch to digital TV, there are too many electrical retailers giving poor information about the digital switchover.

Their research found that, while 69% of stores were using the ‘digital tick’ logo, only 32% could accurately explain it. 56% of stores couldn’t explain what would happen to analogue recorders at switchover, while only 27% ran a postcode check on their customers’ reception options.

With just a couple of months until the first area is switched over to digital TV, Digital UK is now planning measures to help retailers to improve the advice they give.

Though some stores, particularly independent ones, have improved, measures will include greater promotion of the “Ask Digital” advisor scheme for training staff, developing pocket cards for staff explaining issues such as analogue recording, forming partnerships with unassisted stores such as supermarkets, and point-of-sale advertising to explain the “digital tick”.

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