A survey of leading media planners by MediaTel Insight has highlighted concerns that the UK Government's deadline for analogue TV switch-off may be unrealistic and could prompt a backlash from consumers over the cost of upgrading their sets.
Some suggested the proposed 2012 date for switch-off to be completed could be forced back to as late as 2016, MediaGuardian reported.
However, others predicted there would be a sudden acceleration in digital take-up once the Government fixes a date for the switch.
Carat media planning director Steve Hobbs said: "No government can afford to unilaterally disenfranchise a significant element of the electorate from its ability to receive TV broadcasts.
"However, the means of achieving the transition could become a party issue, less worthy than education but of greater importance to many."
Lovelacemedia | 08.04.2005