Margaret Hodge MBE MP, Minister of State for Industry and the Regions
Bafta Auditorium, London, 05 March 2007
Ladies and Gentlemen, I would like to thank the Digital Television Group for giving me the opportunity to speak to you today. This is the first time I have met you as a group although I have of course met many of you as individuals. This is a partnership which has been very effective, and the DTI’s shared, collaborative approach ensures we embrace change in this fast-moving world.
Importance of the consumer experience
I would like to focus on the importance of the consumer experience, in particular people’s relationship with television, which is changing as we move fully to digital television.
We know that people no longer have to sit back to watch their favourite programme at a date and time determined by the broadcaster. We know that digital television recorders at last make recording programmes for later viewing easy. We know that on demand services are becoming available in a range of ways. Many people now expect one screen to serve all their needs for viewing television and working with their computer, and over time with their mobile. Increasingly people expect to be able to access and show the same pictures whether they are at home or on the move. I know a number of you here today are passionate advocates for High Definition Television. Whether or not we agree about the “wow! factor” that seeing programmes such as Blue Planet on HD creates for many viewers, there is a whole tier of questions about how easy it is to set up and use the necessary mix of screen, box and remote control. For the technically literate these are exciting times. For the concerned consumer these can be worrying times. The challenge for us working in partnership is to ensure the consumer can enjoy the programmes they want to watch, rather than missing out on features intended to add to their enjoyment.
Usability Action Plan
I am really pleased with the support you are giving for the Usability Action Plan, especially the quick wins on the Digital Tick logo. Digital switchover creates the immediate imperative to address the problems relating to all Digital Television Receivers, including Digital Television Recorders (DTRs). We focus at present on the functionality and usability of set top boxes, particularly those provided for the horizontal market. However, there are problems around this and let me just outline a few:
For those in the industry who have been working with the technology for a long time or perhaps even for the younger people, brought up using new technology, some of these things may seem to be of little importance. However, for some consumers, moving to digital TV is a whole new world!
The DTI identified early on that making the switch to digital television simple for everyone would be key to the successful implementation of switchover. The report we had by Scientific Generics which we published in September 2003 predicted that half of those aged 75 or more would have physical or cognitive difficulties with choosing, with installing and with using digital TV equipment. That finding went on to underpin our Digital Switchover Help Scheme. Further reports from Scientific Generics showed that 5.1 million people would switch more readily if there were an ultra useable box on the market and that over 2 million want a simpler remote control and a box with reduced functionality. This evidence of consumer wants ought to translate into business delivery.
Consumers need to have clear information on what they are buying and be confident that the equipment they are looking to purchase, actually meet their particular needs.
Progress made
I want to congratulate the DTG for the job they have done and the part they have played in the Usability Action Plan.
Industry standard
In particular, the role the DTG is playing to turn Chapter 22 of the D Book into an open reference library of specifications for features. This is a major step forward to bring the value of this central part of the definitive manual for digital television technology to an open market, while retaining for your members the developmental areas covered in other parts of the D-Book. This open library, with clear statements of what has to be done to pass or fail each criterion, gives manufacturers a single source document for identifying what they have to do to meet the requirements of any particular approval scheme such as our ‘digital tick’ logo, or the Digital Switchover Help Scheme.
Improving the remote control
I am delighted that DTG have set up a new group looking to improve the quality of remote controls and look forward to seeing how the group take forward the various studies undertaken in this area and turn that research and development into a reality in the market place.
Interoperability
As consumers, it is important that when we are making investments to take advantage of new technologies such as digital television and high definition television, the other kit that we have should work with it. And again, I welcome the work that DTG is doing to draw up robust tests for the common interfaces which will ensure this.
Other areas of progress
Digital Tick logo
Thanks to you and Digital UK, there is increased awareness of the Digital Tick. I think that the time is now right to progressively upgrade the `digital tick’ requirements from their current baseline specifications to what will increasingly become a quality mark.
Of the quick wins agreed and coming into place in July, I welcome the emphasis on better provision of information for consumers. For example, the requirement for accredited products’ instruction manuals to include information on how to re-tune a receiver at the point of Switchover. This will not only help empower consumers but also save costs by reducing the number of calls made to your customer support lines.
Audio Description and Subtitles
If as a society we are all to enjoy the benefits of digital television, we have a responsibility to help those consumers with particular needs to have easy access to features such as audio description and subtitles. Research has shown us that audio description, for example, appeals not only to those with poor sight but also to busy parents distracted from watching programmes by the needs of their children. I welcome the move that Sony and Panasonic have made to incorporate audio description in their Spring range of iDTVs. This provides a basis for considering when audio description could be included in the requirements for the `digital tick’ logo, at least for integrated digital televisions.
Energy Efficiency
Given the increasing profile of energy efficiency in our society and amongst consumers, it is right that the digital tick logo will also be seeking accredited products to provide consumers with information on energy consumption levels. Consumers are increasingly savvy when making purchasing decisions about white goods but so far have had little to go on for brown goods.
They are also familiar with the Energy Savings Recommended logo awarded by the Energy Saving Trust. The fact that this logo has been awarded to integrated digital TVs, with 145 qualifying models on the market and will soon be rolled out to digital television recorders and set top boxes, can only help to push consumer demand for greater energy efficient digital television equipment.
Switchover Tracker Survey
One measure of consumer awareness of energy efficiency when making purchasing decisions in the move to digital television is through the results from Digital UK’s Switchover Tracker Survey conducted from April to June, which will include questions on energy efficiency. I await eagerly the results and look forward to seeing how we can progress this part of the debate.
EU Code of Conduct
Manufacturers also have a responsibility to play their part in making equipment as energy efficiency as possible. Apart from the environmental benefits, less heat generated in equipment also reduces the chances of breakdowns and saves a cost to you!
I am pleased that some manufacturers are taking on this responsibility and actively working to meet the standards set out in the EU Code of Conduct. However, more still needs to be done and I do support the work that Intellect are doing with the manufacturers to secure a greater, stronger, and wider commitment to the EU Code of Conduct for televisions, set top boxes and recorders.
Retailers
Turning to Retailers, they are also taking on an active role in helping to bring more energy efficient digital television equipment on to the market. I look forward with great interest to the results of the Retailers Initiative that is being led by my colleagues in DEFRA to encourage retailers to procure against energy efficiency criteria.
I hope that all these initiatives, brought together, will bring a greater range of energy efficient digital television equipment on to the market.
Better provision of information
Retailers also have a vital role to play in ensuring that consumers clearly understand the choices available to them and are able to reach decisions about how best to meet their needs.
The problems that many people face in getting used to digital TV are reduced if they can use an integrated digital television set. However, people choosing to get digital television via cable or satellite services are not able to buy one with the necessary hardware. Many people, though, will prefer to opt for a set top box rather than replace each television set in the home.
With such a range of choices available to consumers, is it any wonder that most consumers are confused and bewildered and may well be put off switching to digital until the very last minute, and this is something we feel remiss about.
I therefore welcome the Approved Digital Advisor Scheme recently launched by Digital UK, with the support of DTI, to ensure that retail staff are able to offer quality advice to consumers on digital Switchover. Over 5,000 retail staff have already qualified, and I look forward to further progress during 2007.
I am also pleased that the DTI is able to assist consumers in this area by commissioning independent product testing reports on digital TV equipment in the market. Reports on set top aerials, set top boxes, personal video recorders and integrated digital television sets can be found on the Ricability website [at www.ricability-digitaltv.org.uk {pronounced Rike-ability}]
Wider accessibility
Finally I would like to talk a little bit about wider accessibility.
I recognise the enormous potential brought by new media for those with the capacity to capitalise on the opportunities it presents. But what concerns me is how we deliver equal opportunity and benefit to those currently marginalised by such innovations. They should be a force for good, and if we don’t take steps now the changes could inhibit digital mobility.
I believe that we need to consider carefully how to maximise the opportunities for all in an age where exchange of information takes on ever greater importance. I take a personal interest and I am committed to the e-Inclusion agenda both at home and in Europe.
Good examples of digital inclusion are those where our most vulnerable in society benefit from technology seamlessly, without the need for special skills or training.
Innovative applications that build personal capacity and help people to help themselves.
Partnerships between industry and government which help us to ensure that the huge benefits of technology are enjoyed by every individual and every community in society.
We need to ensure good education and training. You need to ensure easy-to-understand and comprehensive information.
I look forward to working with you on these issues.
Thank you.
