Londoners less clued up on digital switch

London is less clued up about the switch to digital television than the rest of the country, according to official figures out today.

Some 23% of the capital's residents are still unaware of the switchover compared to a UK average of just 11%. The latest survey results by Ofcom and switchover body Digital UK show 81% of London homes have already converted their primary set. Across the country it is 83%.

Digital UK's report cited London's later switchover date as compared with the rest of the UK as a possible reason for the difference in awareness levels. The lowest awareness of switchover by some way, at 58%, is among black, minority ethnic and non-English groups.

Understanding of the need to convert video recorders and of regional dates for analogue switch-off is still relatively low nationally, at 43% and 28% respectively.

Digital UK said it was pleased with progress on conversion to digital and UK-wide awareness of the process. Since its campaign started in May 2006 awareness has grown by 23 percentage points.

In the Westcountry, Wales and Granada regions, where analogue switchoff is set for next year, eight out of ten people are comfortable with it.

Digital UK also said it would this month begin a new television ad campaign titled Skip. It is designed to reassure people that analogue sets can be converted with a digital box.

Chief executive David Scott said viewers were "embracing and enjoying digital TV".

"Our figures show there’s some work to be done with raising awareness around converting video recorders, and about the date of switchover in each region," he conceded. "Anyone uncertain about these or other switchover issues can call our helpline, which advises thousands of people every month, or visit our website."

Its report covering the last three months of last year comes after the National Audit Office found the process was going well. It said a repeat of 2007's terrible weather could delay the switchover, however.