SwitchCo hires Freuds for digital switch

Freud Communications has been handed the prodigious task of publicising Britain's switch from analogue to digital.

SwitchCo, the Government-backed body made up of public service broadcasters and the TV supply chain, has called in Freuds to encourage take-up of digital TV and raise awareness of the switchover. Only one in five consumers are able to describe what switchover means, according to the regulator, Ofcom.

While 60 per cent of households already have digital TV, there is resistance to its adoption, as well as concern about who will bear the cost.

The first area to go fully digital will be the Scottish Borders in 2008 and the last will be London in 2012.

Freuds will manage a national and a regional campaign and plans to sub-contract work in the Scottish borders and in Wales.

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