9 out of 10 aware of UK switchover

Nine out of ten adults are aware of digital television switchover, according to joint research released today by Digital UK and Ofcom.

The latest Digital UK/Ofcom Tracker Survey found that as of December 2007 national awareness of the switchover process had reached 89%, up from 66% at the start of Digital UK’s public information campaign in May 2006.

Awareness is at its highest in the Border TV region, which will start the switchover process in earnest when the Selkirk transmitter is switched to digital on November 6, and publicity has been at its greatest.

Around three quarters of those served by the Selkirk transmitter can pinpoint the exact date.

The survey also showed 76% of people were aware of the Digital Tick logo, in line with last week’s National Audit Report spun the other way, which found 25% of people did not know of its meaning.

A new national TV campaign gets underway later this month. Entitled ‘Skip’ it is designed to reassure viewers that almost any box can be converted for switchover using a digital box.