Digital UK's autumn campaign to raise awareness of digital switchover began this week on BBC television with a promotional video from Oscar-winning Wallace and Gromit creators Aardman. The campaign video, called Why Wait, will air on commercial channels later this month.
Digital UK communications chief Beth Thoren said: "The campaign aims to remind people that switchover is coming but they don't have to wait until then to enjoy the benefits of digital television."
A further campaign in the run-up to Christmas, called Look for the Logo, will drive conversion to digital.
Meanwhile staff in electrical stores across the UK will be trained to offer accurate advice on the switch to digital. Digital UK is launching an approved digital advisor scheme called Ask Digital, backed by the DTI, aimed at ensuring consumers are well guided when buying new TV equipment.
Digital UK will promote Ask Digital as part of its national information campaign, and will also commission a regular "mystery shopping" audit of around 250 stores at a time, to monitor the standards of customer service being offered by staff during switchover. The results will be shared with retailers and consumers groups.
Digital UK already encourages consumers to look for the 'digital tick' logo, which identifies products and services designed to work through digital switchover. Under the scheme, a version of the logo with the strap-line 'Ask Digital' will be licensed for use in stores and on staff badges.
To qualify for using the logo, retailers must ensure that most shop-floor staff involved in TV sales have undertaken a training programme which includes approved information on digital switchover.
Industry minister Margaret Hodge said: "As we move towards the implementation of digital switchover, it is more important than ever that consumers receive reliable information about the digital options available to them. The introduction of the digital adviser scheme, as part of the digital switchover certification mark, should ensure that retailers can play a key role in putting consumers in the picture."
Ford Ennals, CEO at Digital UK, added: "We have worked closely with major and independent retailers from the start of the switchover project, because their staff are the primary source of advice about digital for many consumers. Now we are asking retailers to ensure the quality of that advice by signing up to this important national scheme."
Lovelace Consulting | 10.10.2006