Digital UK campaign to support start of digital switchover

Digital UK, the body set up to implement the UK’s switch to digital TV, is launching a £8m campaign to highlight the start of digital television switchover next month.

The nationwide campaign, which breaks on September 19, aims to awareness across that Cumbria’s analogue signal will be switched-off on October 17. The rest of the country will follow by 2012.

The adverts feature robot character Digit Al who will encourage people to visit to find out more information and check their address with a postcode checker.

The ads have been created by Abbott Mead Vickers.BBDO and feature the Harry Nilsson track “Everybody’s Talkin'”.

The campaign includes national and regional television ads on BBC and commercial TV, radio, press and online activity.

Ford Ennals, chief executive, says: “In Whitehaven, where switchover starts next month, 100% of people are aware of the process, and people understand when it will happen. With this campaign we want to achieve similar levels of understanding throughout the UK.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here