Apsattv
03-12-2007, 11:04 PM
From http://business.scotsman.com/index.cfm?id=1885632007
TELEVISION viewers in Scotland are being left "confused and anxious" about the technological choices facing them in the run up to the digital switchover, according to preliminary findings of a study in the first area in the UK that will have its analogue services switched off.
Vulnerable consumers in the Borders are finding themselves marginalised by the change process and urgent steps need to be taken to put things back on track if the same problems are to be avoided across the rest of the UK, the Scottish Consumer Council (SCC) has warned.
The SCC has issued the early findings of its Digital Diary Project, which records the day-to-day experiences of residents in the Scottish Borders Council area in the run-up to next November's switchover. Participants complete a "digital diary" each quarter and this information forms the basis of the qualitative study that illustrates consumers' experiences.
The SCC report, published today alongside other independent research carried out by the Ofcom Consumer Panel, reveals that many consumers are concerned over technical issues, the range of choices they are faced with and the cost of the switchover.
More than 250,000 residents in the south of Scotland who receive ITV Border will be affected by the change, which takes place when the Selkirk transmitter is converted to digital. It will be the first major transmitter to be changed, with the first small, relay station in Whitehaven, Cumbria, having switched last month. Martyn Evans, director of the SCC, says there is a real worry that, with less than a year to go to the switchover, not enough people are getting important information from Digital UK, the organisation promoting the move.
"The switchover to digital television should provide consumers with a greater number of channels, better reception and improved accessibility. However, the Scottish Consumer Council has found that, for many vulnerable people in the Borders, this change is creating confusion and concern.
"It is essential that Digital UK, the body tasked with achieving a smooth transition, takes appropriate action on the back of our Digital Diary findings."
Mr Evans also claimed that adequate information was still not reaching many householders. "Less than half our respondents said they had received the initial posted leaflet and those who did felt the information in it was too basic and failed to answer the questions they had.
"Whilst further information is provided on the Digital UK website, this medium is the least accessible to those who most need it."
The SCC says advance information on a help scheme aimed at supporting the more vulnerable consumers to make the switch, is failing to reach enough of the people it is aimed at, with half of respondents saying they didn't know it existed.
The organisation says this means Scots on low incomes may be spending money on products and technical support that they not only cannot afford but that the UK government has already agreed to subsidise.
Digital UK disagrees strongly with the SCC findings, which ironically come on the same day as the launch of a major marketing campaign in the Borders aimed at encouraging more elderly consumers to get ready for digital. It also says that, according to research carried out by GfK/NOP for regulator Ofcom, levels of awareness about the digital change are higher in the ITV Border area than the rest of the UK.
A spokesman for Digital UK said: "We don't agree that vulnerable groups are being left in the dark and, in fact, most of the recommendations made by SCC have already been implemented. We have also, in recent months, appointed a Scottish Borders- specific community liaison executive, who will work with the community over the next 12 months and help them get set for digital.
"We don't recognise the negative picture painted by this report. Our research shows high awareness and understanding and that nine out of ten people are comfortable about the process.
"We are writing to every home in the Scottish Borders and will be stepping up our information campaign throughout 2008, including sending information about the switchover help scheme to every eligible home."
The SCC has published a seven-point action plan for Digital UK, which it says should be implemented as a matter of urgency to avoid householders being left in the dark in November next year. The recommendations are:
• More use of local advertising to inform people about the help scheme;
A series of technical information leaflets and newspaper articles on topics of common concern and potential solutions - eg recording other channels - should be developed;
• Greater co-operation with manufacturers is necessary to improve the reliability of set-top boxes and eliminate common problems;
• More printed information on channel availability with the reduced Freeview service should be provided;
• The use of Teletext page 284 to check aerial signal strength must be further promoted;
• Work with local businesses and trade bodies in the Borders area and with Scottish Enterprise Borders to find a practical solution to accrediting local aerial installer firms;
• Ensure that retailers give the correct advice in respect of digital radio as well as digital TV reception.
• The Digital Diary Project will continue until the switchover and those living in the Scottish Borders area and wishing to join the network of digital diarists should contact the project co-ordinator, Heather Batsch, on 0800 707 6765 or e-mail hbatsch@scot consumer.org.uk. Of the 500 participants required, 90 volunteers are already providing diaries in the Borders area.
TELEVISION viewers in Scotland are being left "confused and anxious" about the technological choices facing them in the run up to the digital switchover, according to preliminary findings of a study in the first area in the UK that will have its analogue services switched off.
Vulnerable consumers in the Borders are finding themselves marginalised by the change process and urgent steps need to be taken to put things back on track if the same problems are to be avoided across the rest of the UK, the Scottish Consumer Council (SCC) has warned.
The SCC has issued the early findings of its Digital Diary Project, which records the day-to-day experiences of residents in the Scottish Borders Council area in the run-up to next November's switchover. Participants complete a "digital diary" each quarter and this information forms the basis of the qualitative study that illustrates consumers' experiences.
The SCC report, published today alongside other independent research carried out by the Ofcom Consumer Panel, reveals that many consumers are concerned over technical issues, the range of choices they are faced with and the cost of the switchover.
More than 250,000 residents in the south of Scotland who receive ITV Border will be affected by the change, which takes place when the Selkirk transmitter is converted to digital. It will be the first major transmitter to be changed, with the first small, relay station in Whitehaven, Cumbria, having switched last month. Martyn Evans, director of the SCC, says there is a real worry that, with less than a year to go to the switchover, not enough people are getting important information from Digital UK, the organisation promoting the move.
"The switchover to digital television should provide consumers with a greater number of channels, better reception and improved accessibility. However, the Scottish Consumer Council has found that, for many vulnerable people in the Borders, this change is creating confusion and concern.
"It is essential that Digital UK, the body tasked with achieving a smooth transition, takes appropriate action on the back of our Digital Diary findings."
Mr Evans also claimed that adequate information was still not reaching many householders. "Less than half our respondents said they had received the initial posted leaflet and those who did felt the information in it was too basic and failed to answer the questions they had.
"Whilst further information is provided on the Digital UK website, this medium is the least accessible to those who most need it."
The SCC says advance information on a help scheme aimed at supporting the more vulnerable consumers to make the switch, is failing to reach enough of the people it is aimed at, with half of respondents saying they didn't know it existed.
The organisation says this means Scots on low incomes may be spending money on products and technical support that they not only cannot afford but that the UK government has already agreed to subsidise.
Digital UK disagrees strongly with the SCC findings, which ironically come on the same day as the launch of a major marketing campaign in the Borders aimed at encouraging more elderly consumers to get ready for digital. It also says that, according to research carried out by GfK/NOP for regulator Ofcom, levels of awareness about the digital change are higher in the ITV Border area than the rest of the UK.
A spokesman for Digital UK said: "We don't agree that vulnerable groups are being left in the dark and, in fact, most of the recommendations made by SCC have already been implemented. We have also, in recent months, appointed a Scottish Borders- specific community liaison executive, who will work with the community over the next 12 months and help them get set for digital.
"We don't recognise the negative picture painted by this report. Our research shows high awareness and understanding and that nine out of ten people are comfortable about the process.
"We are writing to every home in the Scottish Borders and will be stepping up our information campaign throughout 2008, including sending information about the switchover help scheme to every eligible home."
The SCC has published a seven-point action plan for Digital UK, which it says should be implemented as a matter of urgency to avoid householders being left in the dark in November next year. The recommendations are:
• More use of local advertising to inform people about the help scheme;
A series of technical information leaflets and newspaper articles on topics of common concern and potential solutions - eg recording other channels - should be developed;
• Greater co-operation with manufacturers is necessary to improve the reliability of set-top boxes and eliminate common problems;
• More printed information on channel availability with the reduced Freeview service should be provided;
• The use of Teletext page 284 to check aerial signal strength must be further promoted;
• Work with local businesses and trade bodies in the Borders area and with Scottish Enterprise Borders to find a practical solution to accrediting local aerial installer firms;
• Ensure that retailers give the correct advice in respect of digital radio as well as digital TV reception.
• The Digital Diary Project will continue until the switchover and those living in the Scottish Borders area and wishing to join the network of digital diarists should contact the project co-ordinator, Heather Batsch, on 0800 707 6765 or e-mail hbatsch@scot consumer.org.uk. Of the 500 participants required, 90 volunteers are already providing diaries in the Borders area.