Magazine article Marketing

Digital UK Puts Focus on London 2012 Switchover

Magazine article Marketing

Digital UK Puts Focus on London 2012 Switchover

Article excerpt

Digital UK, the body charged with leading the switch from analogue to digital TV, is rolling out its biggest ad campaign yet, as it targets a 'smooth switchover' in London ahead of next year's Olympic Games.

The capital's analogue TV signal will be switched off on 4 April. To promote the switchover, Digital UK is running a pounds 6m TV, radio, local press and online advertising campaign.

A TV ad features a female viewer who is unaware of the switch to digital. The character's TV stops working during a favourite programme, so she visits Digital UK's brand mascot, Digit Al, to ask whether she can watch his TV. Digit Al's house soon becomes swamped with unprepared viewers.

Digital UK is keen to warn London residents that if they do not switch to digital TV receivers, they will lose access to their 'favourite' channels.

The London switchover coincides with the lead-up to the London 2012 Olympics, giving the campaign extra weight for viewers who enjoy sport on TV. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.