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.
