They are all looking for viewers in a multi channel environment. Perhaps fearful of public resistance, Digital UK is treating this enforced switch as a marketing challenge. It is not getting frittered away between different channels; there are better things to be watching, and they are watching more television than they did previously.
The lessons learned are being tweaked for the regional rollout, hitting the Borders of Scotland this year, and the remainder in As a result of that, we started communicating in the regions three years in advance.
Our communications step up significantly at that time. From days out, there is press, posters, radio, and the whole process steps up. So we will definitely be pushing all our communications towards the back end of the process. It is geographically spread across the country to engage people properly. The Digit Al character has proven to be an invaluable tool to break down the final barriers. They tend to be older, female, 50 plus and scared of technology. He is a really good visual cue.
The goal in this case is percent penetration, awareness and ultimate acceptance, and they cannot take the risks associated with something as subtle as going viral. Digital UK is employing labour intensive methods above and beyond buying space or airtime in the usual media. Only by making connections with charities and institutes, can the word-of-mouth be spread to find the people who are vulnerable. It is very, very much on the ground. It goes region by region, and then transmitter by transmitter within the region.
It increases in intensity and increases in depth of detail as you get closer. Share to Twitter. Digital switchover: Biggest change in TV since the introduction of colour. Facebook Twitter Email Whatsapp. October 11 AM. Facebook Twitter Email. Stage two — when the remaining analogue channels go for good — is scheduled for October Video: Behind the scenes making Ryanair's racy cabin crew calendar.
D igital switchover has been quietly advancing region by region around the UK since October But next year it is London's turn and the stakes will be raised, with switchover organisers planning to have the process completed before the start of the Olympic Games in the capital.
The switchover machine has so far run remarkably smoothly, with seven of the 15 UK TV regions already switched and several others in the process of turning off their analogue transmitters. However, when digital switchover comes to London in April the process will inevitably take place under the gimlet eyes of media and political commentators, most of whom live in the capital. London will be the most populous area to switch, with 33 local authorities to deal with and about 12m TVs — 4m still analogue, many second sets in kitchens or bedrooms - presenting unique logistical challenges.
Morg an reckons "the main thing is the cosmopolitan nature of London, we've got over 50 ethnic groups… and languages spoken". Digital UK chief executive David Scott said: "There is clear evidence that the benefits of digital TV are welcomed by the vast majority of those who have upgraded, most of whom have found it a straightforward process. Meanwhile, senior government sources have told the BBC that a firm date for the radio switch is yet to be announced.
Last year, the Labour culture secretary Ben Bradshaw set a target date of for the switchover, which will make m existing analogue radios obsolete. The new coalition government has said it is "completely committed" to the project but has not confirmed that date.
0コメント