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Last Updated: Thursday, 4 May 2006, 22:29 GMT 23:29 UK
Little Britain star goes digital
Digit Al
TV viewers will see a new character, Digit Al, voiced by Matt Lucas
Little Britain comic Matt Lucas is starring in a 200m campaign to publicise the switch to digital TV.

He is voicing a friendly robot called Digit Al in adverts aimed at raising awareness of the switchover from analogue to digital TV.

The adverts are part of a seven-year campaign aimed at smoothing the transition to digital TV by 2012.

Those living in the Border TV region will be the first to have their analogue signal switched off, in 2008.

Seven out of 10 UK households have already gone digital.

Our aim is to make sure no-one is left behind
Ford Ennals
Digital UK chief executive
The advertising campaign will be shown on both terrestrial and digital TV channels.

On commercial channels, Digit Al will be seen interrupting iconic Sony and Guinness advertisements to tell viewers about the change.

He will offer the helpline and website for Digital UK, the body in charge of co-ordinating the switchover.


As well as the TV adverts, every household in the UK will be contacted by post, starting with homes in the Border, West Country and Wales TV regions.

Shops and citizens advice bureaux across the UK will also provide information.

The seven-year campaign aims to raise awareness of the switchover, encourage consumers to buy new equipment with a digital "tick" logo and go to Digital UK for advice and support.

Border TV region
The Border TV region will be the first to switch to digital in 2008
Digital UK chief executive Ford Ennals said analogue switch-off would be "one of the biggest events in broadcasting history".

"It will bring more choice to more people and make digital television universal," he said.

"Ensuring everyone is aware of switchover, when it is happening in their region and what they need to do to switch is a major challenge, which is why we have launched this public information campaign.

"Our aim is to make sure no-one is left behind."

Broadcasting minister James Purnell said: "Making sure people are aware of digital switchover, and how to prepare for it, will be fundamental to the success of this ambitious and unprecedented plan."

"I welcome this campaign launch, which marks the first part of Digital UK's important work to ensure everyone knows what's happening, when it's happening and what they need to do to be ready for switchover."


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