TV “squeeze-back” campaign for Singapore digital TV
September 7, 2018
Come September 17th, Singapore households which have not made the switch to digital TV (DTV) will see a smaller picture on their TV screens, as a visual reminder for them to make the switch before analogue TV signals are switched off on December 31st 2018. On top of that, there will be on-screen instructions to inform viewers how to make the switch to DTV.
According to Mediacorp’s survey on DTV adoption in Singapore, about four in five Singapore households are already enjoying DTV. This includes households that enjoy DTV through their pay-TV subscriptions. Households that do not switch to DTV by December 31st 2018 will not be able to continue to watch Mediacorp free-to-air programmes from January 1st 2019.
Mediacorp’s Chief Content Officer Doreen Neo said, “We note from the survey that the top reason for not making the switch is inertia. The ‘squeeze back’ is a ‘nudge’ to get households to act well before the end of the year. With DTV, viewers will be able to enjoy better picture and sound quality, and enjoy other benefits such as multi-language subtitles and electronic programme guides.”
Prior to the “squeeze-back”, analogue TV viewers have been prompted to make the switch through (1) the “Analogue” channel logo at the top right corner of their TV screens, and (2) a crawler message running across the bottom of their TV screens.