Switchover completion by 2012 'achievable'—Sugar

Sir Alan Sugar

Amstrad chairman Sir Alan Sugar says the completion of digital switchover by 2012 is achievable, so long as the Government is able to "crank up the message" that consumers need to switch, and that Digital UK—the industry-funded body charged with coordinating the transition—is not bogged down with bureaucracy.

In an exclusive interview screened at the Digital Television Group's annual meeting yesterday, Sugar said the Government had been right to declare a switch-off date between 2008 and 2012 for each UK television region.

"I understand where people are coming from [on the forced switchover] but there has to come a time that for the benefit of the nation you have to change things."

Sugar said the marketing campaign had to make it clear to consumers that they faced "an absolute black screen" unless they started now to make the transition. The roll-out of digital television and coordination of switchover was like any other commercial exercise, said Sugar.

"We believe we have the clout and the money," said Townend. Digital UK's strength was forging partnerships across the industry, he added.

Lovelace Consulting  |  13.01.2006

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