It's time for consumers to 'think digital'

Intellect, the trade association for the UK hi-tech industry, has told the House of Commons Culture, Media and Sport Committee on 'Analogue Switch-Off' that to achieve switchover it's necessary to increase consumer awareness and get people 'thinking digital' as soon as possible. Giving evidence at yesterday’s select committee hearing Laurence Harrison, Director of Consumer Electronics at Intellect said:

"The effective communication of information about switchover will be crucial in driving demand for digital products and raising awareness of the benefits that digital television can deliver to UK consumers. We have a huge task to convert people from analogue to digital and we need to start communications through Digital UK as soon as possible in order to avoid large peaks in demand which could be challenging for the supply chain to meet."

Intellect member Adrian Northover-Smith, Digital Development Manager at Sony UK Digital, also gave evidence to the committee, he commented: "Sony fully supports digital switchover and the benefits it will bring to the UK. It's vital therefore that we get the switchover message across to consumers who are currently replacing TV's and VCR's. Consumers have to be made aware that although analogue TV sets will work post switchover (by adding a set top box), this does raise issues regarding usability and the environmental impact of increased energy usage. Sony urges potential purchasers to think about digital when buying a TV set or a recording device and to look for the "digital tick" logo in store."

Laurence Harrison continued: "Government and the broadcasting industry want all UK households to benefit from digital television and the access to additional channels and services it offers. Industry is committed to supporting this process and to developing digital product lines to add to the wide range already available to consumers. The supply chain has made a great start with the launch of the digital tick logo, what we now need is widespread and ongoing public information campaigns to tell the public how and when to switch to digital television."