Digital UK

Switchover

Digital UK wanted to explore viewers’ awareness and understanding of switchover, attitudes towards the process, and reactions to key marketing.

It was important to do this both in the run up to and following switchover. After Scottish Borders we were asked to continue this programme of research in West Country and Granada.

In order to understand viewers’ learning process in the run up to switchover we chose to conduct focus groups at several key milestones: 6 months from switchover; 3 months from switchover; one week before an area’s first switchover date; one week after an area’s second switchover date. This approach was mirrored in each of the regions where research was undertaken in order that comparisons could be made and differences noted. The focus groups were recruited as a mix of those yet to convert to digital TV and those partially converted and included a mix of ages and life stages.

Despite some regional differences, the progression in levels of understanding was consistent across all areas. The good news for Digital UK was that in all areas people had a sufficient understanding of what was happening to make necessary preparations by the time that their switchover date came around. While the name Digital UK was not necessarily known recall of various Digital UK communications was generally high and there was an over-riding sense that the whole process was well managed.