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Digital UK campaign in September

October 18, 2007

Digital UK is launching a national information campaign on September 19 to promote the digital TV switchover, which starts in Whitehaven, Cumbria on October 17, before rolling out across the entire country region-by-region over the next few years, finishing in 2012.

The £8m (E11.4m) campaign is the latest phase of Digital UK's national information programme. Since the first promotions launched in summer 2006, awareness of switchover has increased by over a third, to more than eight-in-ten adults. But with only 16 per cent able to say when their region will convert, the new campaign emphasises that people will switch at different times according to where they live. The adverts also encourage people to visit, where a new postcode checker provides detailed information about when they will switch and what digital services and channels they are likely to receive.

Meanwhile, The UK's CE has announced measures to increase the supply of digital television products and phase out analogue-only kit ahead of switchover. The Digital Switchover Supply Chain Group, representing independent retailers and chains such as Currys, Comet, Tesco, Sony and Panasonic, will also take steps to improve levels of information about equipment available to consumers.

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