Digital switch-off: a mystery to millions

After years of preparation and millions of pounds spent on advertising, almost half of all British adults (45 per cent) still do not know what the digital switchover actually entails according to research from moneysupermarket.com (LON:MONY).

Worryingly, the latest findings show that almost 22 million adults (45 per cent) do not know the switchover means the analogue broadcast will be turned off and they will need a digital receiver on each TV set in the home to watch any programs.

To further add to the confusion almost two thirds (65 per cent) admit they do not know when the switchover will happen in their area, of which one in four (22 per cent) admit that their TV sets are not digital ready. The study also reveals that one in five (18 per cent) have not yet made any provisions for the digital switchover.

Despite the high profile partners (BBC, ITV and Channel 4) and the Government's not-for-profit company Digital UK aiming to educate the UK, over 20 million adults (43 per cent) say they have received no information at all or if they have, the little they did receive was not enough.

James Parker, manager of broadband and mobiles at moneysupermarket.com, says: "The switchover is well under way now but is worrying how many people still do not understand what it actually means for them. Despite increasing sales of Freeview boxes and satellite subscription services, there are millions of adults who simply do not feel prepared for the switchover.

"Digital set-top boxes have come down dramatically in price and are a low-cost way of preparing your TV for the switchover. However, a subscription to Sky or Virgin Media can start from as little as £16 per month, which could even get you a landline and broadband connection."