Magazine article Marketing

Marketing Mix: We'll Call You - Digital UK

Magazine article Marketing

Marketing Mix: We'll Call You - Digital UK

Article excerpt

One of the digital switchover ads has us worried that we'll have to spend a bundle on an immediate TV upgrade.

Digital UK: Good afternoon, this is Digital UK. How can I help you?

Mktg: Hi, can you tell me exactly what this digital switchover is about? I'm not sure if I'll be affected.

Digital UK: Basically, when the switchover happens in your area, the analogue airwaves will be turned off and you will get digital airwaves instead. You will get better audio quality, better visual quality and better interactive features.

Mktg: Do I need a new TV?

Digital UK: No, you don't need a new television. All you need is to purchase a digibox of some sort and connect that to the back of your television via a scart socket. Digiboxes start at approximately pounds 20.

Mktg: OK. So where can I buy one?

Digital UK: You can buy one from the vast majority of electrical stores.

Mktg: And does that mean I won't need an aerial for my television?

Digital UK: You can still use the aerial you have just now (Digital UK starts laughing). You can use the aerial that you have got just now.

Mktg: So all I need is that box?

Digital UK: Yes (holds back laughter). All you need is the box.

Mktg: I live in London; when will the switchover happen here? …

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