7 March 2006
The UK still views services such as digital radio and digital, satellite and cable TV in "traditional" terms and is failing to recognise their full potential, says new research.
The report was produced by communications regulator Ofcom as part of its duty to promote new electronic media.
The report discovered that most people with access to multi-channel TV still used it to watch scheduled programming and often remained unaware of other services available.
Three fifths of those questioned said that they had access to Freeview digital channels.
While digital radio has proved popular, with over a quarter of those questioned saying that they had made the switch to digital, there remained little knowledge of alternative methods of listening such as through digital TV boxes or online.
The desire to learn more is still strong however, with a third of people questioned by Ofcom saying that they would like to learn more about digital services.
Many people - particularly the elderly who generally had the lowest awareness of new media - said that they preferred to learn from friends and family than through formal groups, however.
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