Japanese unaware of 2011 switchover

Television viewers in Japan remain largely ignorant of digital switchover, with only a third of the general public alert to the fact that the analogue transmission signal will be turned off in five years' time.

According to a report in Japan's Mainichi Daily News, a recent study by the country's Internal Affairs and Communications Ministry asked 4,006 people aged between 15 and 79 whether they knew the date for the scheduled switch to digital-only television broadcasting. Only 32.1% of people gave the correct answer of July 25, 2011.

However, the new figure is a rise of almost 23% on an earlier switchover awareness study carried out in March 2005, claims the newspaper.

A broadcast official is reported to have said: "The figure rose from last year, but it's still too low. Even if people know the timing of the discontinuation of such broadcasts, it doesn't necessarily encourage them to buy new digital TV sets. Therefore, the figure needs to be further raised".

The Japanese government, says the Mainichi Daily News, has increased its public relations activities and hopes to raise digital awareness to 50% of TV viewers during the current fiscal year ending March 2007.

Lovelace Consulting  |  01.06.2006

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