Right Royle video explains switchover

Ricky Tomlinson teaches switchover for Virgin Media

Royle Family star Ricky Tomlinson has joined the drive to promote the UK's digital switchover, which starts next week in Whitehaven. Tomlinson fronts an online video made by Virgin Media, and hosted on its website. Virgin Media said the online video followed a survey carried out by TNS in the spring showing one in 10 people had not heard of switchover, while two-thirds were not prepared for the transition.

Tomlinson—best known as the remote control hogging Jim Royle—said: "To be honest I was baffled by the whole idea of the digital switchover, but when I realised everything kicks off in October I thought I'd better get my act in gear! The online video explains in a fun way the different options available, giving handy tips and advice to help everyone get their head around it."

James Kydd, managing director of marketing at Virgin Media, said: "TV is changing so rapidly, it's not surprising consumers feel unprepared, but now is the perfect time to upgrade to digital and get to grips with the technology in time for the switchover."

Beth Thoren, director of communications at Digital UK, the independent body co-ordinating switchover, said: "We welcome this entertaining idea from Virgin Media to help increase public awareness about switchover. As a much-loved star, Ricky Tomlinson is the perfect person to reassure those who may be worried about switching and to convey the many benefits of digital television."

Lovelace Consulting  |  12.10.2007

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