88pc of Irish residents now aware of digital TV switchover – study

5 Jul 2012

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Ireland's Minister for Communications, Energy and Natural Resources, Pat Rabbitte, TD

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The majority (88pc) of residents in Ireland are now aware of the digital TV switchover that will take place in October, Ireland’s Minister for Communications, Energy and Natural Resources, Pat Rabbitte, TD, has revealed, citing results of a study.

The figure is even higher in rural areas, where some 92pc of adults are now aware of the switch from analogue to digital TV, compared to 89pc in November 2011.

Furthermore, 68pc of the population are aware that the analogue TV network will be officially switched off on 24 October 2012, compared to 35pc in November last year.

These results come from the latest Millward Brown Lansdowne benchmark study on the digital TV switchover that was carried out in June.

Twelve per cent of homes in Ireland, about 200,000 homes, are still using the analogue TV network for their primary TV, which is a decrease from 250,000 in November 2011. However, of these, 50pc of residents do not yet know when they will make the switch to digital TV, while 28pc will switch sometime in September or October.

 “While the results are encouraging and highlight that our public information and awareness campaign is working, the switching off of the analogue TV network is now less than four months away,” Rabbitte said.

“Therefore, it is essential that all those who have not yet taken the important steps to ensure they can continue to enjoy their TVs when the analogue network is switched off in October do so as soon as possible. Digital TV is available now, so we are keen to encourage people not to wait until the last minute to make the switch.”

Guidance on the digital switchover is available at online, through LoCall 1890 940 980 (English language) and 1890 940 970 (Irish language).

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Tina held senior editorial positions at daily newspapers in Ottawa and Toronto

editorial@siliconrepublic.com