Urban myths dog digital switchover

The Granada region in England’s North West is about to receive the UK’s first Freeview HD broadcasts, but are consumers ready? In a special report, HCD brings you the latest from the digital switchover now underway in the North West.

A new survey by LG has revealed that 57 per cent of North West consumers in the Granada region – where the digital switchover process started on 4 November – believe all UK TVs have to be upgraded.

It’s common myth. Happily, 87 per cent of consumers from the Granada region claim to know what the Digital Switchover is, though that increases with age. Around 93 per cent of ‘silver 60s’ claim to be prepared for the switch in comparison to 63 per cent of under 30s who incorrectly believe that all of the TVs in the UK need to be changed to make them ‘digital-ready’.

Most alarmingly, 31 per cent are unsure of how to determine if a TV is able to receive digital broadcasts.
Though there is a thirst for Freeview HD, it seems; 33 per cent of people in the Granada region want to receive high definition programming as part of their digital package – as long as it doesn’t cost more.
Liverpool proved the most reticent about HD, with 30 per cent of respondents saying they were not interested in high definition. And in football-obsessed Manchester 43 per cent said they are not interested in watching next June’s World Cup in HD.

George Mead, TV marketing manager, Home Entertainment, LG Electronics says: “We’ve recognised that there is confusion surrounding TV tech jargon, and the ongoing research we conduct supports this. It’s a point that we are actively addressing through a variety of ways – including the LG Xperience educational roadshow and the LG Online Buyers Guide – which aim to correct any myths and assist consumers in making the best home entertainment choices”.

The Granada region includes Liverpool, Manchester, Lancashire, Cheshire and North Staffordshire.