50,000 TV VIEWERS MAKE THE SWITCH TO DIGITAL BETWEEN AUGUST AND SEPTEMBER
MINISTER RABBITTE ENCOURAGED BY THE LATEST RESEARCH AND URGES PEOPLE TO MAKE THE SWITCH TO DIGITAL NOW
94% AWARENESS OF DIGITAL SWITCHOVER
Minister for Communications, Pat Rabbitte, has today announced very encouraging results from the latest Millward Brown Lansdowne tracking study on the Digital TV Switchover which was carried out between September 10 - 20.
Minister Rabbitte revealed that between mid August and mid September 50,000 viewers who are reliant on Analogue TV network made the switch to Digital TV, leaving approximately 150,000 still to make the switch. Awareness of the digital switchover has increased 1% to 94%, with awareness among users who are reliant on analogue - the main target group - even higher at 97%. Awareness that it is happening this month is at 92%, an increase of 10%.
The full impact of National Digital Switchover Week which took place from 17th – 23rd September is not factored into these figures, as the majority of this research was carried out in advance of the week of events and activities across Ireland.
Commenting on the latest research results, Minister Rabbitte said, “The figures are encouraging and the indications are that viewers are starting to make the switch in big numbers. However, there is still a large number yet to make the switch and I would urge those viewers to make the switch now and not to wait until the last minute. With just 22 days to go, I would ask the public to give a helping hand to friends, relatives and neighbours who may need assistance with the switch to ensure they are not without a TV signal from Wednesday 24th October.”
Viewers who can currently see ‘X 24 October’ in the corner of their TV screens are using the Analogue TV system and need to switch to Digital in advance of 24th October. These Viewers have two options, depending on the range of services or channels they require. They can get Saorview by purchasing a set top box or a Saorview approved television or they can go to a PayTV provider, such as Sky or UPC.
Guidance on the Digital Switchover is available at www.goingdigital.ie, through LoCall 1890 940 980 (English language) and 1890 940 970 (Irish language).
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Notes to Editor:
Millward Brown Lansdowne Research (Millward Brown Lansdowne Digital Switchover Benchmark Study, September 2012) interviewed a representative sample of 1003 adults aged 15+. 14 respondents who claimed not to have a television in their household were excluded, thus giving an effective sample of 989. All respondents were interviewed in their own homes. Fieldwork dates were 10th – 20th September 2012.
The ‘Bug’ or marker, ‘X 24 October’ or ‘X 24/10/2012’ currently appears on RTE, TV3 and TG4 analogue screens