Digital UK, the body charged with promoting digital switchover, is to kick off an£8m national awareness raising campaign this week designed to inform the public about their place in the switchover timetable. [ALL]
Digital UK, the body charged with promoting digital switchover, is to kick off an £8m national awareness raising campaign this week designed to inform the public about their place in the switchover timetable.

Despite spending millions of pounds advertising the switchover, recent research showed that only 16% of people were able to say when their region will convert. And this was despite eight-in-ten adults being aware of the overall need to switch.

The new campaign focuses on driving viewers to the Digital UK website where a new postcode checker application will allow them to enter their postcode and find out their date for switchover.

The campaign runs from 19 September to 7 October and features the switchover robot 'Digit Al' in 20 and 60 second TV spots on national and regional channels, locally versioned to highlight when switchover will happen in a given region.

This will be backed with national and regional press and commercial radio spots encouraging pre-Christmas shoppers to buy digital rather than analogue TV equipment.

Online advertising will also be used on major portals and shopping comparison sites.

Whitehaven in Cumbria will be the first town to have its analogue signal switched off. This will happen on October 17.

Switchover will roll out region by region until completion in 2012.