More support for retailers

Television retailers will be supported through digital switchover by a team of specialist staff, as part of a package of measures announced today by Digital UK, the body in charge of the switch.

The development follows publication yesterday (April 24) of the report into the UKís first switchover in Whitehaven, Cumbria. One of the reportís leading findings was that retail sector readiness was a major factor in the successful transition from analogue to digital broadcasting.

Digital UK, in partnership with field marketing agency Gekko, will now deploy a dedicated Retail Support Team to assist stores in the lead switchover regions of Border, West Country and Wales.

They will visit TV retailers in each region, starting one year before switchover

The team will develop relationships with ñ and offer a point of contact for ñ store managers and their staff, helping to ensure switchover communication is effective and accurate. They will supply point-of-sale material, offer staff training and recruit new stores to the ëdigital tickí scheme. Gekko, which has worked successfully with Digital UK on field marketing, will manage teams in each region.

Also today, Digital UK unveils two further initiatives for retailers and manufacturers, designed further to improve the information available to shoppers during switchover. Products that are simple for viewers to set up and retune will be promoted through the ëEasy to Installí recommended mark.

This symbol, promoted by Digital UK, identifies products that have been judged easy to install, through independent testing by consumer body Ricability.

The scheme follows research2 revealing that 58% of people are not confident in setting up their own digital TV equipment, rising to 74% among over-65s. In Whitehaven, retuning was the leading line of enquiry during switchover.

Digital UK will also promote a new ëDigital Scoreboardí, an extension of the familiar ëdigital tickí logo. This voluntary scheme, which manufacturers will use to label digital TV equipment packaging and TV screens, identifies key features in a product, including power consumption in standby mode.

The quality of digital-switchover advice given by retailers is already improving, according to recent research. ëMystery shoppingí by GfK NOP on behalf of Digital UK found that overall customer satisfaction rose, staff were more confident in answering switchover enquiries, and more were aware when switchover took place.

Digital UKís retail activity will now focus on improving understanding of the ëdigital tickí logo and what happens to recording devices after switchover, while also encouraging greater use of the postcode checker at digitaluk.co.uk.