Media
The BBC has launched a campaign designed to increase consumer take-up of digital television and radio services.
The "Digital Access" campaign will air across the corporation's analogue television and radio stations.
"This is the first time we have developed a single campaign idea to drive the take-up of digital TV and radio in the UK and which is flexible enough to take us all the way up to switchover," said David Bainbridge, the BBC's head of marketing, communications and audiences, new media and digital. "It's rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital. We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear.
"We're targeting the remaining 30% of homes that have not converted to Digital TV and the 45% of the population who haven't bought into digital radio yet."
The "Digital Access" campaign will air across the corporation's analogue television and radio stations.
"This is the first time we have developed a single campaign idea to drive the take-up of digital TV and radio in the UK and which is flexible enough to take us all the way up to switchover," said David Bainbridge, the BBC's head of marketing, communications and audiences, new media and digital. "It's rooted in real life situations, showcases the breadth of content on BBC digital channels and utilises humour to appeal to a diverse audience who have so far resisted the move to digital. We need people to recognise that getting into the digital world is an easy and inexpensive step and hopefully this campaign will make that clear.
"We're targeting the remaining 30% of homes that have not converted to Digital TV and the 45% of the population who haven't bought into digital radio yet."
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