87% NOW AWARE OF DIGITAL SWITCHOVER, 35% AWARE OF DATE
Minister for Communications, Energy & Natural Resources, Pat Rabbitte T.D. today announced research which reveals that 87% of Irish people are now aware of the digital TV switchover and 35% are aware that the analogue TV network will be officially switched off in October 2012. These encouraging results come from the latest Millward Brown Lansdowne benchmark study on the Digital Switchover which was carried out in November.
The research reveals that awareness levels of the Digital Switchover among Irish people have increased by 10% since DCENR launched a public information and awareness campaign last October which included a new TV campaign featuring iconic broadcaster, Gay Byrne.
Even more encouragingly, the latest study highlights that only 11% of Irish people aged 65+ remain unaware of the Digital Switchover, a figure which represents a 25% drop since the last body of research in September. Only 6% of 55 – 64 year olds remain unaware of the Digital Switchover, down some 21% on September’s figure. Interestingly too, the research shows that just 11% of rural dwellers are unaware of the switchover as compared to 13% of their urban counterparts.
Minister Rabbitte said, "As I stated when we launched our information and awareness campaign in October, it is Important that we help people, particularly those people still unaware of the Digital TV Switchover, to understand what it is, its many benefits, when it is happening and where they can go for guidance. It is really encouraging to see that our campaign is having real impact, particularly among older people and rural dwellers who are most affected by the switching off by the analogue TV service next October."
The study also reveals that the date of the analogue TV switch off - Wednesday 24th October 2012 - also seems to have cut through with some 35% of Irish people correctly stating that this will happen next October. This figure represents a significant 22% increase on September’s figure.
Minister Rabbitte said, "These findings clearly indicate that our campaign is working and that the key messages are reaching those who need them most. The Government remains committed to continuing to drive awareness of digital television and the switching off of the analogue TV network on October 24th next year. This is a very positive thing for Ireland and will offer TV viewers a number of additional benefits, such as clearer picture and sound quality, more TV channels, radio channels, information services and high definition TV. "
Anyone who currently relies on an aerial to watch TV - approximately 250,000 households across Ireland - will need to take action before 24th October 2012 to retain access to TV services. Guidance on the Digital Switchover is available at www.goingdigital.ie, through LoCall 1890 940 980 (English language) and 1890 940 970 (Irish language) and through information booklets which are available in post offices and Citizen Information Centres throughout the country.
The DCENR will shortly announce details of an outreach programme to support its Public Information and Awareness campaign around the Digital Switchover which will engage with community groups, voluntary organisations and charities throughout the country.