Digital UK, the body charged with orchestrating the country’s digital switchover, is to launch a national information campaign. Analogue switch off (ASO) will commence on October 17 in the town of Whitehaven, Cumbria, and will move around the country on a region-by-region basis. Although the UK was the first country to commence digital terrestrial television transmissions it will be one of the last to switch off when London completes the transition in 2012.
The £8 million campaign is the latest phase of Digital UK’s information programme. Since the first promotions aired in summer 2006, awareness of ASO has increased by over a third. However, information on exactly when each region will convert has been largely absent, and the TV, radio, press and online campaign will emphasise that switchover dates will vary from region to region.
The campaign will feature the robot character Digit Al who will be seen travelling around the country. A new postcode checker launches tomorrow (September 19) and will detail the date of ASO and the services available, right down to the individual house.
