INF: Status of digital switchover in the United Kingdom

[David Farber <dave () farber net>]

Begin forwarded message:

> From: Michael Kende <Michael.Kende () analysysmason com>
> Date: May 27, 2008 1:06:12 PM EDT
> To: David Farber <dave () farber net>
> Subject: FW: INF: Status of digital switchover in the United Kingdom

> Dave, in case this is of interest, this describes the first test of  
> the digital switchover in the UK.  I wonder if this relatively  
> positive finding will be matched by the first switchovers taking  
> place here.  Based on a few postings I have read on a listserv in my  
> community, I think people here are quite confused about what is  
> about to happen here, but it may still be early days.
>
> Michael
>
>
>         
>
>
>
> Digital UK, the organisation responsible for coordinating digital  
> switchover, has published its assessment of the digital switchover  
> process which took place in Whitehaven/Copeland at the end of last  
> year. This is the first region to complete digital switchover in the  
> United Kingdom and the lessons learned through this experience can  
> now be applied to other regions preparing for analogue switch-off.
> Switchover in Whitehaven/Copeland
>
> On 14 November 2007, Whitehaven/Copeland completed digital  
> switchover. This followed from over 18 months of preparation by  
> Digital UK which offered information, support, and coordination  
> services. Three transmitters had        their analogue services  
> turned off at 2 in the morning with the new range of DTT services  
> launched in the two hours that followed.
>
> Analogue switch-off took place in two stages, with the analogue  
> channel of BBC Two switched off on 17 October and the remaining  
> three analogue channels switched off on 14 November. Viewers are now  
> able to access over 15 television programme services available from  
> 3 multiplexes.
>
> The Digital Switchover Help Scheme provided assistance to 2616  
> people, which included the elderly, those aged 75 and older, and the  
> disabled. It practice, this represented only 28% of all those who  
> would have been eligible for the service. It also guided 7000 people  
> who visited its “Help Centre”.
>
> What worked well
>
> Research conducted by Digital UK showed that 97% of households were  
> prepared for digital switchover by 17 October, the date of the first  
> channel switch-off. Among 200 households interviewed, 95% thought  
> the digital service were as good or better than analogue services  
> and 94% felt either positive or neutral about the switch.
>
> Residents well informed and prepared
> Effective communications ensured that 95% of residents in Whitehaven  
> clearly understood how to prepare for digital switchover. Viewers  
> were informed via leaflets sent to all homes, advertisements on  
> billboards and in the media, and on-screen captions. The on-screen  
> captions and mailed leaflets proved to be the most important  
> communication methods.
>
> Most found switchover straightforward
> The vast majority of households interviewed found digital switchover  
> relatively easy. Approximately 81% had no problems with their  
> digital television equipment with 50% found the equipment  
> installation to be easier than expected. Re-tuning proved to be the  
> biggest difficulty for viewers.
>
> Retail readiness critical
> Retailers played a crucial role in supporting switchover, ensuring  
> sufficient quantities of equipment, setting up in-store displays  
> which featured the ‘digital tick’ logo and deploying extra staff  
> to answer questions about switchover.
>
> Local community involvement important
> Early engagement with local government, charity groups, retailers  
> and the media helped to ensure their active involvement and support  
> for switchover.
>
> Some needed one-to-one assistance
> Help was available to those who found the process difficult.  
> Approximately 10% of homes were helped by the Help Scheme, 5% by the  
> Digital UK call centre or help centre, 6% by retailers and 5% by  
> family and friends.
>
> Good understanding of second sets and recorders
> Nearly all households interviewed knew that every television set  
> needed to be converted and 70% understood the effect that switchover  
> would have on their analogue recorders. By mid-December, 95% of  
> second sets had been converted and Digital UK estimates that 50% of  
> homes now have digital recorders.
>
> Positive reaction to the new services
> For 95% of households interviewed, digital television provided good  
> or better services in comparison to analogue. Those receiving  
> digital services for the first time appreciated the electronic  
> programme guide (EPG) and interactive features, although some  
> viewers found digital text services unsatisfactory.
>
> What can be improved
>
> Several lessons have been learned in the Whitehaven/ Copeland  
> switchover process and will be applied in other regions as they  
> switch-off their analogue services.
>
> Two-stage switchover process
> The process of switching off analogue channels in two steps did not  
> appeal to all viewers. Approximately 17% of those interviewed found  
> the two-step process very unhelpful, compared with 10% who found it  
> very helpful. A single switch would have been preferred for nearly  
> half of households interviewed although those in older age groups  
> were more likely to prefer the two-step process. Digital UK is  
> considering a shortened transition period or a single switch in the  
> future.
>
> Explanation of service availability
> Approximately 10% of viewers in the United Kingdom, including those  
> in Whitehaven/Copeland, will only have access to services from 3  
> multiplexes compared with viewers in other parts of the country who  
> will access services from 6 multiplexes. While this is a significant  
> improvement over the 4 or 5 analogue channels previously available,  
> some viewers in Whitehaven/Copeland felt disappointment that they  
> would not receive as many digital channels as viewers in other  
> regions. Digital UK recognises that it will be important to  
> communicate clear information to viewers about the services  
> available and ensure that they are not misled.
>
> Consultation between landlords and tenants
> Issues may arise should landlords increase tenant service charges to  
> cover the cost of a new communal aerial system or need to access  
> individual flats in short notice as part of the upgrade of the  
> communal aerial. Digital UK plans to develop a consultation model  
> for use by landlords and tenants.
>
> Views on the value of the Help Scheme
> Some eligible for the Help Scheme were required to pay a £40 contrib 
> ution towards the cost of the total help. However, some misunderstan 
> ding arose as to who needed to pay, why and for what return. Moreove 
> r, many did not realise that the contribution was a small proportion 
>  of the actual costs and value provided by the Help Scheme. Digital  
> UK recognises that in the future it will need to ensure a better und 
> erstanding of the benefits of the Help Scheme.
>
> Next steps
>
> The task of digital switchover has only just begun in the United  
> Kingdom and much work remains to ensure that all households are  
> prepared in time.
>
> In the next 4 years, a total of 72 areas will switch-off analogue  
> services. The Scottish Borders region is next with switch-off  
> planned at the Selkirk transmitter on 6 November 2008. Given the  
> successful results in Whitehaven/Copeland led by Digital UK, the  
> United Kingdom seems well positioned to meet the digital switchover  
> challenge.
>
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