Viewers fuzzy about digital TV

The people who most need information and technical support for the digital TV switchover are not getting it.

A report, Going Digital, from Ofcom's Consumer Panel found the people most confused about what equipment they should buy and install are the vulnerable; including the elderly and disabled.

It said that although much of the information and assistance that people said they wanted, such as a helpline, already exists, most of the respondents to the survey were unaware of this.

The Panel said with many people likely to spend a lot of money buying new, digital TV equipment as Christmas approaches, a more concerted and targeted communication campaign was vital.

This would ensure viewers who are “confused and anxious” are made aware of all of the options, information and assistance available to them. Even money wasn't as much of an issue as advice and technical expertise.

Colette Bowe, Consumer Panel chairman, said: “We wanted to understand the experience of vulnerable consumers as they ‘go digital’, and... they told us clearly that they don’t want money; they want easily accessible assistance and advice to help them through the process.”

The survey latest research is published alongside research from the Scottish Consumer Council (SCC), which also found that people confused about the choices. SCC plans to follow the day-to-day experiences of consumers until switchover in November 2008 in the Digital Diaries project.

According to the research, the people who lack the technical confidence to start the conversion process really did not know where to go for information. Even buying the equipment was proving difficult. Going Digital participants told the Consumer Panel that in most cases an easily accessible telephone helpline would meet their needs.

The Consumer Panel said it realised that much of the information and assistance that people want, such as their call for a helpline, already exists, but that they are unaware of it.

Key recommendations therefore include a targeted national information campaign. This will include posting its Helping Hand Packs to all who are eligible for help which includes those over the age of 75 and those on disability benefits.

The Panel also wants better promotion of the Digital UK helpline, which can be reached on 08456 505 050. It would also like to see a rolling information channel on Freeview that provides switchover information and more specifically targeted information for older, disabled and technically unsupported participants.

"The country is currently energized about the digital switchover. They are thinking about buying digital TVs for Christmas, and the switchover is on everyone's mind. So we are saying the information should be given to people now and it shouldn't wait until their region is going to switch over," said a representative for the Panel.

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