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.”


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