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Digital Television: Tomorrow is Today

12th February 2007

UK SwitchoverDavid Mortimer, Head of Public Affairs


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Digital UK: leading UK switchover

Ownership: Public service broadcasters and multiplex operators

Board Representation: Retailers, installers and manufacturers

Programme Co-ordination: Government, Ofcom

Platform Advisors:

Consumer Interests: The Consumer Expert Group


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Digital Switchover Programme Status

1999 2005 2008 2012

Policy Development

& Planning

Communication &

Mobilisation

Implementation

& Switchover

1999 Secretary of State suggests ‘digital switchover’

2001 Government ‘Digital TV Action Plan’ launched

2003 Secretary of State commits to switchover

2004 ‘Digital TV Action Plan’ report

Apr ’05 Digital UK formed

Sept ’05 Digital UK launches to public

May ’06 Digital UK launched first major communications campaign

Oct ’07 Switchover starts in Whitehaven

Q4 2008 Regional switchover begins with Border

Q4 2012 Switchover completes with Ulster


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Sweden - 50% of the Swedish population have now switched overFinland - remain on track for switch-off by 31 August 2007Germany - remain on-track to achieve a 2008 switch-offItaly - switchover slated for completion by 31 December 2008Norway - will then switch-off analogue terrestrial between end of 2008 and late 2009 or early 2010USA - have set a switchover date of 17 February 2009 VsAustralia – have set a target switchover timeframe of 2010-2012

2005 2006 2007 2008 2009 2010 2011 2012 2013

Germany

Sweden

Netherlands

Finland

Norway

Italy

UK

Denmark

Switzerland

USA

Australia

Austria

France

Ireland

Portugal

Spain

Japan

Year Starting:

UK Finish

UK Start

TODAY

Switchover completedSwitchover in progressSwitchover plan setTentative switchover dates

Switchover is a global phenomenon


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The benefits of digital TV

Digital TV alsooffers features for those with hearingand sight impairments


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The switchover timetable

Re-engineering the UK’s terrestrial network: Conversion of 1,154 transmitters Delivering universal coverage of

98.5% (equivalent to analogue today)

Finalising transmitter timetable

By ITV Region starting in:

2007 Whitehaven2008 Border2009 Westcountry, Wales, Granada2010 West, Scottish2011 Central, Yorkshire, Anglia2012 Meridian, London, Tyne Tees, Ulster


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Programme Structure

Communications1

Consumer & Market Research

2

Consumer & Public Affairs

3

Broadcast Infrastructure4

Housing & Property5

Digital Equipment6

Help Scheme7

Ofcom Regulatory8

Government Statutory9

Dig

ital

UK

Pro

gra

mm

e O

ffic

e

Switchover Programme

Group[Digital UK, Government

& Ofcom]

Digital UK Board

[broadcasters, multiplexes, supply chain]

Ministerial Group

[Government, stakeholders]


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Digital Switchover Funding

Industry Costs

Terrestrial network upgrade

Digital UK Operations

Digital UK Communications / Assistance

Switchover Help Scheme

Source of Funds

All broadcasters £500m

All broadcasters £25m

BBC Licence Fee £200m

BBC Licence Fee £600m

BBC Licence Fee Funding Switchover costs are being ring-fenced Agreement between Government and BBC One off and non-recurring cost


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Most homes already multi-channel

0

5

10

15

20Analogue cable

Digital cable

Digital terrestrial

Free-to-viewdigital satellite

Analoguesatellite

Pay digitalsatellite

Source: Ofcom Q3 Digital TV Progress Report

Market share of UK multichannel TV homes, Q3 2006

75% of homes are multi-channel (73.3% digital)

Three-quarters of current conversion via DTT

More than 50% of TV equipment sales were digital for the first time


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Half of all TVs are still analogue

Source: Ofcom / Digital UK Switchover Tracker, Q2 2006

Digital TV on all TV sets, June 2006


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Consumer Costs

Digital box:

DTT (Freeview) from £25-£100 one-off paymentor Satellite (Sky) / Cable (Ntl:Telewest) subscription Freesat from Sky £150 one-off payment

And potentially:

Digital TV £99-£1,000+ Digital TV recorder £100+ Rooftop aerial (if required) £80-£150 Set-top aerial (if required) from £10

Ofcom estimate average £130 per household


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Information leaflet

WebsiteTelevision

Retail

Press ads

Commercial TV in May/October BBC TV in October Press advertising – national & regional BBC TV and radio Website with postcode checker Call Centre – 0845 6 50 50 50 Information leaflets to 3m homes in

May, further 3m homes in October Retail information and promotion

Switchover Communications


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Switchover Logo

(1) General Promotions

• Non-certification mark

• For use in switchover promotions (e.g. by Digital UK, broadcasters, platforms, or retailers)

(2) Product Certification Scheme

• Certification mark

• For use by digital equipment manufacturers and service package providers (the digital TV platforms) to show which products will work through switchover

(3) Retail Advisor Scheme: “Ask Digital”


• For use by trained retail staff who sit test and receive badge

• Launched October 2006

(4) Registered Digital Installer Scheme


• For use by qualified aerial installers belonging to the Registered Digital Installers (RDI) scheme (managed by DTI)

• Launched 16 March 2006


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Manufacturers

Retailers

Support from across industry

Broadcasters / Platforms


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Assistance for everyone

Digital UK and Government working with consumer groups:

The Consumer Expert Group

Information & Advice Call centre: 0845 6 50 50 50 Web site: www.digitaluk.co.uk Focus on ‘hard-to-reach’

groups

- Tailored communications (e.g. large print, other languages)

- Alternative distribution (e.g. ethnic minority press)

Public Protection All advice platform neutral ‘Registered Digital Installer’

scheme for qualified aerial installers

‘Ask Digital’ staff training programme to provide reliable advice at retail

Retail mystery shopping programme

Promoting usable and accessible equipment (working with consumer groups and manufacturers)

Advising on energy efficiency

Regional Co-ordination Regional Managers working with:

- Local Authorities

- Housing Associations

- Local services

- Charities / Volunteers Regional Events:

- Roadshows (Carlisle, Exeter Plymouth)

- Schools

- WI, parish council meetings etc.


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The Digital Switchover Help Scheme

Who?

7 million eligible individuals:

- Over 75s (free TV licence)

- Severely disabled (on Disability Living Allowance or Attendance Allowance)

- Registered blind / partially sighted

What?

Programme providing:

- Digital TV receiver for 1 TV

- Installation (including aerial if needed)

- User support (how to use your digital TV)

Platform neutral (choice of satellite, cable or DTT)

How Much?

Subsidised to all (will pay modest fee)

Free to those on income support, job seeker’s allowance or pension credit

A Government scheme to provide practical assistance to those who most need help, and ensure no one is left behind in the digital switchover


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National Regional

Communications Timetable

- 3 years

1. Why wait to enjoy digital on all of your sets

2. Why buy anything but tv equipment with digital logo?

3. Mythbusting (Including Landlords)

4. Family word-of-mouth (Why wait to help your Nan?)

5. Advertorial/Infomercial

ConversionDriving immediate action through urgency and removal of barriers

ConsiderationDriving active engagement through positive encouragement

1. The digital switchover countdown reminder- with postcode checker message

2. Mythbusting(Including Tenants)

-1 year

1. The digital switchover countdown reminder

2. Mythbusting

3. If you don’t switch, you’ll lose your tv (test kick)

4. It’s going to take 4 weeks to switch

5. If you don’t have a signal, it’s because you didn’t switch

- 2 years

Support for the Hard-to-reach

1. The digital switchover countdown reminder- with postcode checker message

2. Mythbusting(Including VCRs)

3. If you don’t switch, you’ll lose your tv (test kick)


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Regional Programme PhasingRegional Communications Plan

Households

Whitehaven 25,000

Border 276,000

Westcountry 741,000

Wales 1,000,000

Granada 2,848,000

West 1,000,000

STV 2,079,000

Central 3,813,000

Yorkshire 2,486,000

Anglia 1,780,000

Meridian 2,410,000

London 5,000,000

Tyne Tees 641,000

Ulster 623,000

Calendar Yr HOUSEHOLDS 24,722,000

REGIONS 1

Financial Yr HOUSEHOLDS

REGIONS 1

Phasing of SpendTotal

Total Spend £176,538,239

% of Total Spend 100%

£10,925,756

2005

21%14%10%5%1%

£36,707,630

1%

1%

£40,516,352 £34,064,189

23% 19% 6%

£1,902,574 £8,725,512 £18,495,723 £25,200,503

4 6 9 13

96% 76% 35%

411 8

8% 32% 65% 100%

2010 2011 20122006 2007 2008 2009

4

32% 95% 99%8% 80% 68% 35%

6 11 12 9 7 4

Year -2 Year -1 SwitchoverYear -3

84% of total spend


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Whitehaven will be lead region

Border region switches first:

Whitehaven October 200725k homes

Selkirk Q4 200860k homes

Caldbeck Q2 2009 215k homes Whitehaven

Whitehaven switching one year prior to start of regional switchover roll-out – programme of monitoring being

established to gather lessons


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The Switchover Tracker: Measures of Progress

Awareness

Understanding

Attitudes

Intention

Conversion

Satisfaction

Of switchoverOf digital tick logo

Of what to doOf regional date

Of policyWith process

To convert one setTo not convert any set

Primary set convertedFull household converted

Of digital TV vs. analogue

80%58%

61%11%

69%82%

91%2%

79%45%

78%

95%76%

77%62%

69%84%

90%0%

73%32%

78%

National Whitehaven


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Consumer LearningsSatisfaction - People like digital TV (78% think

digital is better) - Installation easier than you think

Awareness - Growing steadily and well placed in lead regions - Will next step be more difficult?

Understanding - Six out of ten people understand what to do (61%) - Older and Non-English have lower understanding - Date understanding low (11%)

Attitudes - People are going along with switchover - Only a minority see benefits

Intent to Convert- People likely to convert (only 2% say they won’t)- Resister group has diminished over time- Most non-adopters will leave it to switchover

Conversion - Primary set conversion may be slowing- Increase in secondary set conversion- VCR replacement slow


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2007/08 Programme Priorities

Driving awareness / understanding and conversion

Order and build antennas on time

1

2

- Launch comms in STV + West in Q4 ‘07- Awareness = 89% by March ‘08- Conversion = 81% by March ’08

- Engineering to complete in Whitehaven- To begin in Border, Westcountry, Wales,

Granada, STV and Anglia

Successfully switch Whitehaven and capture learnings

- Local communications launched Sept ‘06- Monitoring throughout- Switchover in October 2007

Establishment and communication of Digital Switchover Help Scheme

- Publication of Help Scheme detail- Procurement and creation of ‘HelpCo’ - Launch of Whitehaven Help Scheme

Accelerate conversion of social housing and private rental property

- Programme of direct engagement - ‘Good Practice Guide’ and practical

advice to assist conversion

3

4

5


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Thank [email protected]

Digital Television: Tomorrow is Today

12th February 2007

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