NOP poll reveals low awareness of digital TV

Consumer understanding and awareness of digital television is low, with only 58 per cent of consumers aware of its introduction, a national survey for PR Week by research group NOP has revealed.

Consumer understanding and awareness of digital television is low,

with only 58 per cent of consumers aware of its introduction, a national

survey for PR Week by research group NOP has revealed.



Of those polled, 37 per cent said they were not aware of any major

developments in TV, despite the fact that Sky Digital began broadcasting

on 1 October and has spent pounds 60 million on marketing its digital

service.



Only six per cent, of those who were aware of digital, knew that

terrestrial pay-TV carrier Ondigital will be one of the companies

providing digital TV services. However, 68 per cent named Sky as a

digital provider. Ondigital launched this month, and begins broadcasting

on 15 November. However, it has so far only advertised in national

newspapers but plans to spend pounds 40 million on promotions.



Ondigital media and public affairs head Andrew Marre said he was not

surprised by the survey results. He said: ’Sky have been doing a huge ad

campaign. We’ve had a launch, limited advertising in national

newspapers, and we are still a month away from going on air.’



Of those who were aware of digital TV, 64 per cent knew that channels

have already begun broadcasting. Nineteen per cent knew that BBC was to

provide its own terrestrial digital service, and four per cent named ITV

or its franchise holders as providers.



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