Press Office

Consumers Are at the Core of Digital Switchover - Timms

DTI - P/2004/125

30 March 2004

New research commissioned by DTI shows that although most people are
happy to go digital in the next few years, they are not yet convinced
by the case for switchover.

Digital television has been a success in the UK. In just five
years, more than 50% of households have "gone digital".

The report by Generics - "Attitudes to Digital Switchover: the impact
of digital switchover on consumer adoption of digital television" -
shows that:

* the way digital TV is explained and promoted will affect take-up of
digital TV;

* announcing a switchover timetable will change people's attitudes
towards digital, and will have a major impact on their purchasing
plans; and

* if switchover is to succeed, it will rely on people being fully
informed, fully engaged, and confident in their choices. And the
industry must be ready to meet this opportunity.

Communications Minister Stephen Timms said:

"Consumers are at the core of digital switchover which will affect
everyone in the UK.

"This research is helping us to plan how we ensure that switchover is
as smooth and painless as possible for everyone.

"By switching off analogue, we can bring digital television to
everyone in the UK, and can ensure that the UK continues to benefit
from being a world leader in broadcasting technology.

"We are working with the industry and with consumer bodies on how
best to give clear, reliable information so that everybody knows
what switchover is and how it will affect them. But we must also help
people to understand and accept analogue should be switched off, and
why we believe digital switchover is worth striving for."

Some key findings of the report are:

* Even without switchover, by 2010 over 70% of households intend to
go digital. If we switch over, up to 95% of households intend to go
digital - but 20% will only convert because they have to.

* Of the remaining 5% who ruled out ever converting to digital, at
least half want to keep watching television after switchover, but are
deterred by perceived cost and complexity.

* People don't like the principle of switchover - they do not
understand or accept why it is being imposed upon them, and why it
is not being left to market forces alone.

* For those who will only go digital if they have to, the technical
benefits of digital television are not a compelling enough reason to
convert. They have strong feelings about the quality and relevance of
the channels on offer.

Broadcasting Minister Andrew McIntosh said:

"Fifty percent of households are switched on to digital. That's real
progress. But the other 50% are going to need convincing. We're under
no illusions about that.

"That's why we've got to get the product right. And that means high
qualityTV programmes that people want to watch. This report
underlines this point and is a welcome addition to the debate.

"With consistently improving quality, combined with steps the
Government and industry are already taking, I am confident we can
convince the public of the benefits in making the transition to
digital."

Notes for Editors:

1. "Attitudes to Digital Television: The impact of Digital Switchover
on consumer adoption of Digital Television" is the final one of three
reports prepared for the DTI by the Generics Group under a programme
of research into the "human aspects" of the Digital Television Action
Plan. The first, "Digital Television for All: a report on usability
and accessible design" was published on 18 September 2003. The
second, "Attitudes to Digital Television: Preliminary findings on
consumer adoption of digital television" was published on 7 January
2004. These are available on www.digitaltelevision.gov.uk

2. The study was carried out by the Generics Group, in association
with Ipsos-RSL, with fieldwork taking place over November-December
2003. The Generics Group (Generics) is an integrated technology
consulting, development and investment organisation.
www.genericsgroup.com

3. The report can be downloaded from
www.digitaltelevision.gov.uk/publications/pub_attitudes_to_switchover.html

4. Further information on the Government's policies towards digital
television, the Digital Television Action Plan, and other published
reports can be found on the dedicated website
www.digitaltelevision.gov.uk

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