November 2006

~ research reveals consumers are confused about timeline and implications of digital TV switchover ~

Only one in five Scottish consumers knows when the digital TV switchover will take place in their region, despite 86% saying they are aware of the forthcoming switchover.

Furthermore, 56% of Scottish consumers said they did not understand what was involved in the switchover process, compared to 52% in Wales , 50% in Northern Ireland and 49% in England . The Scottish border region is amongst the first areas in the UK scheduled to make the switchover (in late 2008). All of Scotland will receive digital TV by the end of 2012.

These are the headline findings of an independent national survey of 1,022 people 1 on their attitudes to new digital TV platforms and technologies. The research was commissioned by MGt, a digital TV support services company, as part of its 'State of the Broadcast Nation' study programme.

"Digital TV is no longer a possibility for some, it's a certainty for everyone," said Jamie Mackinlay, Director of Sales and Marketing at MGt. "The analogue to digital TV switchover will inevitably cause confusion for many people. It's vital that manufacturers, providers and broadcasters provide accessible information so that all consumers can benefit from the innovative services the switchover will provide".

Research conducted by the government's office of National Statistics suggests that Scotland is less receptive to new technologies. 52% of Scottish homes have no internet access, compared with 50% in Northern Ireland , 48% in Wales and 37% in England . Figures from the Scottish Government's social research report and the department for culture, media and sport indicate that 72% of houses throughout the UK have already switched to digital television, compared to an average of 41% in Scotland .

Additional findings:

• Males were more likely to be aware of the switchover (92%) than females (86%)
• Consumers in the East Midlands were least likely to know about the digital switchover (84%), with consumers in Wales being most likely to know (95%)
• 30% of respondents had absolutely no idea when the switchover was due to take place. The most popular answer was between 2008 and 2010 (17%)
• 16 to 24 year olds (76%) and 25 to 34 year olds (84%) were less likely to be aware of the switchover than those aged 55 to 64 (95%)

*** For further information about the survey or additional supporting data, please contact George Coleman or Lisa Worrall at Nelson Bostock Communications on 020 7229 4400 ***

1 The research was conducted online and by telephone by Marketing Sciences Ltd during March and April 2006