DIGITAL TV FAILS TO SPARK PUBLIC'S IMAGINATION

PLANS supported by Tony Blair to convert the remaining 60 per cent of the UK population to digital television by 2006-2010 are in jeopardy because the UK public are not prepared to foot the bill for a service that they do not understand or believe they need.
New independent research released by Pace Micro Technology provides a clear indication of the hurdles that stakeholders need to overcome in order to achieve the switch to digital television.
Despite the UK leading the world in digital television development and take-up, the new research reveals that one third of the UK population has no idea about any of the benefits of digital television and what it will mean to them. As a result, a staggering 92 per cent of respondents don't believe they should have to pay for the switch to digital themselves, with more than one third believing that the Government should foot the bill.
The new research coincides with the launch of Pace's Digital Switch Manifesto which sets out the actions needed to ensure that digital switchover remains a realistic goal. Given that 40 per cent of the population said they will wait until the last minute before deciding to switch to digital, the pressure is now on to convince the UK public that digital television really is a good deal.
Malcolm Miller, Chief Executive of Pace Micro Technology, said: "Digital TV has the potential to deliver far more than the UK population is aware of. We believe converting the UK population to digital by 2006 - 2010 is achievable, but only if we get people excited and ensure that digital TV provides the content and services individuals really want."
(CD)