The body charged with handling the UK’s switch to all-digital TV, Digital UK, is planning to spend eight million pounds this autumn to get its message across. A new campaign, built around the company’s robotic character Digit Al (voiced by Matt Lucas), will cover all media.
According to broadcast regulator Ofcom, fewer than one in five adults know when their own TV region will convert. The UK’s digital switch begins on October 17, in Whitehaven, Cumbria. Says Ford Ennals, Chief Executive of Digital UK: “In Whitehaven, 100 per cent of people are aware of the process and when it will happen. With this campaign we want to achieve similar levels of understanding throughout the UK. We also want people to understand that the process happens transmitter by transmitter, over dozens of dates in the coming years. So we now have a postcode checker that can tell people the year it will happen for them.”