How aware are people of Digital Television?
According to a survey just conducted by Sony 51% of UK households do not know the difference between analogue and digital TV and 48% do not know what it takes to receive “Freeview”.
Recent advertising by the BBC has done much to increase awareness; however, by only focusing on its own branded channels, it appears to have done little to increase the understanding of what the digital platform offers across the board.
Confusion is further compounded by the BBC’s continued reference to ‘one off payments’. Manufacturers like Sony want consumers to understand that any payment relates to the technology needed to receive the signal and is not a condition of receiving Freeview broadcasting. 60% of households asked in independent research, thought this referred to an additional payment to the broadcaster.
With the theoretical switch off of analogue only a few years away there is a long way to go to educate the general public. This surveys results are more worrying as close to 50% of UK households have Digital TV and it would appear that either all the others don’t know what it is or a substantial number of those who do have digital TV don’t realise that they do.
With manufacturers like Sony realising that there is confusion in the market maybe they will start educating their dealers and bringing out video recorders / dvd recorders with digital tuners along with the integrate DTV sets that are now available. But without end to end consistency in the message if will be hard. It amazes me how TVs in shops these days are all showing 4x3 images unsquished onto 16x9 TVs when there is plenty of 16x9 channels available to show.
There is still a long way to go to persuade the masses of the benefits digital TV and everyone from broadcaster, manufacturer and retailer have to give a consistent view.
According to a survey just conducted by Sony 51% of UK households do not know the difference between analogue and digital TV and 48% do not know what it takes to receive “Freeview”.
Recent advertising by the BBC has done much to increase awareness; however, by only focusing on its own branded channels, it appears to have done little to increase the understanding of what the digital platform offers across the board.
Confusion is further compounded by the BBC’s continued reference to ‘one off payments’. Manufacturers like Sony want consumers to understand that any payment relates to the technology needed to receive the signal and is not a condition of receiving Freeview broadcasting. 60% of households asked in independent research, thought this referred to an additional payment to the broadcaster.
With the theoretical switch off of analogue only a few years away there is a long way to go to educate the general public. This surveys results are more worrying as close to 50% of UK households have Digital TV and it would appear that either all the others don’t know what it is or a substantial number of those who do have digital TV don’t realise that they do.
With manufacturers like Sony realising that there is confusion in the market maybe they will start educating their dealers and bringing out video recorders / dvd recorders with digital tuners along with the integrate DTV sets that are now available. But without end to end consistency in the message if will be hard. It amazes me how TVs in shops these days are all showing 4x3 images unsquished onto 16x9 TVs when there is plenty of 16x9 channels available to show.
There is still a long way to go to persuade the masses of the benefits digital TV and everyone from broadcaster, manufacturer and retailer have to give a consistent view.