17 September 2007
A new advertising campaign has been launched to promote the forthcoming switchover to digital TV.
The £8 million publicity campaign comes just one month before the switch off of analogue TV begins, starting in Whitehaven in Cumbria on October 17th.
Animated robot character Digit Al will feature in the TV and radio adverts, which aim to raise awareness of the forthcoming switchover to digital TV.
Recent research by Digital UK, the organisation leading the UK's switchover to digital, has found only 16% of people are able to say when analogue switch off will happen in their area.
Commenting on the campaign, Chief Executive of Digital UK, Ford Ennals, said: "In Whitehaven, where switchover starts next month, 100% of people are aware of the process and people understand when it will happen.
"With this campaign we want to achieve similar levels of understanding throughout the UK."
With the exception of Whitehaven, digital switchover will officially commence region by region in 2008, with total switchover expected by 2012.