Annual report 2010

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Information campaign

mike header 2 Beth Thoren, Director of Communications, explains how Digital UK's information campaign adapts to reach viewers in each region.

TV celebrity Lorraine Kelly joined Digit Al at Dundee United to help prepare viewers in Scotland for the switch to digital TV TV celebrity Lorraine Kelly joined Digit Al at Dundee United to help prepare viewers in Scotland for the switch to digital TV

Now in its fifth year, the switchover information campaign continues to adapt to the challenges of preparing viewers in each region for the day when analogue TV is switched off for good. This year saw switchovers across more rural areas and island communities where traditional media outlets are fewer. At the same time we further streamlined our campaign model, improving its impact and efficiency.

'Roadshows continue to be popular across all regions, offering viewers face-to-face advice...'

In the north of Scotland, we used bank cash machines (ATMs) as part of our advertising strategy. This allowed information to be targeted to specific postcodes, ensuring that viewers knew when switchover happens in their area. Lamp post banners proved particularly effective in the Highlands and Islands, where standard billboards are not always available and advertisements on local buses also helped to reach viewers in more remote communities.

Together with our standard campaign, including leaflets and local advertising, the additional activity helped ensure that nine-in-10 viewers in the STV North region had converted to digital before the first stage of switchover.

In the Channel Islands, where Freeview services were not available before switchover, a similar proportion of households were ready before analogue signals were switched off and research indicates that all had converted to digital at switchover.

Our roadshows continue to be popular across all regions, offering face-to-face advice to almost 50,000 people at 235 events over the last twelve months. Detailed leaflets explaining how to get ready for switchover were sent to more than four million homes. To improve understanding of the Switchover Help Scheme, new TV adverts and radio trails were developed.  The TV ad featured the friendly robot character, “Digit Al”, passing out leaflets to eligible people and has proved to be enormously successful.  The radio trails, featuring voiceovers from trusted celebrities, including George Alagiah and Sue Barker, were broadcast on BBC radio and helped boost awareness of the scheme, which has met or exceeded targets in areas where these have been used.



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