Thisismoney.co.uk did its own calculations, arriving at the headline '£2,000 to go digital' (16 September). 'Concern over cost of switchover' was the FT's simple statement (19 September).
Beyond cost concerns were fears about the impact on the elderly – 'OAPs will suffer in digital TV shake-up' (Cumbria Online, 16 September) – and the strength of the digital signal.
Bubbling away was the view that the Government had not properly sold the case for switchover. 'If the process is going to be as disruptive as decimalisation... why are we doing it?' asked Greg Dyke, one of the earliest proponents of digital (The Independent, 19 September).
Digital UK clearly has a huge PR job ahead.
Analysis conducted by Echo Research from data supplied to PRWeek from NewsNow. www.echoresearch.com www.newsnow.co.uk
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