Home > Research and Market Data > Television research > Reports and Research > Digital Switchover > Digital Television Switchover

Executive Summary

This paper reports a qualitative research study conducted in Q1 2007 by i2 media research limited, commissioned jointly by Digital UK and Ofcom’s Advisory Committee on Older and Disabled people. The objective of the study was to understand how disabled, older, isolated and low income people will be affected by digital television switchover. In particular, the project aimed to (a) identify the role and importance of TV and other media in participants’ lives; (b) explore participants’ awareness, knowledge of and attitudes towards digital television and digital television switchover; (c) understand participants’ support needs (type of support, and extent of support) in their day to day lives, and in particular in relation to media consumption and digital television switchover; (d) understand the extent to which participants’ formal and informal supporters are able to provide the identified support in relation to digital television switchover; and (e) provide an overview evaluation of current and planned Digital UK switchover information materials and assistance to participants and their supporters.

The insights obtained from the research will inform Digital UK’s continued development of its broad range of communications activities, to the public, and to supporters of disabled, older, isolated and low income people. In the research, draft tailored switchover information materials (such as versions in large print, Braille and simple language) were evaluated with their target users. The research has provided insight:

• about the form and content of such information materials towards their optimisation;
• identified where disabled, older isolated and low income consumers expect switchover information materials to be made available;
• suggested ‘digital surgeries’ to familiarise people with digital television equipment in advance of switchover; and
• suggested ‘power questions’ to empower consumers to get the best equipment for their needs through switchover.

Digital UK will also be using the research (a) to feed into the development of Digital Switchover Help Scheme^(-1-) communications, including those communications to be conducted by Digital UK to raise awareness of the Help Scheme, and (b) to help shape Digital UK’s emerging community outreach and practical assistance programme, including a potential partnership with charities and other support structures to provide practical assistance through switchover to local communities.

Footnotes:

1.- See Chapter 1.3 of the full report for more information on the Help Scheme.

The full document is available below

• Digital Television Switchover and Disabled, Older, Isolated and Low Income consumers [pdf]
  Full Print Version

Back to top