New labelling for digital TVs

Take up for digital television has been low

A new labelling system has been introduced for digital televisions in an attempt to end confusion.

The Digital Videoing Label (DVB) will be displayed on television which are genuine digital receivers.

The mark has been launched by the government over fears that consumers are buying TVs with features such as digital sound, but that are not capable of receiving digital channels without a set top box.

"As a consumer myself, I know how confusing buying a new TV can be

Patricia Hewitt

The industry is expected to start using the labels on televisions and boxed digital sets from April.

E-commerce minister Patricia Hewitt said: "As a consumer myself, I know how confusing buying a new TV can be.

"Often the information consumers need is buried in the small print.

"The DVB logo, prominently displayed on new digital TVs, will help change that."

Around 26% of the population have so far bought digital televisions.

The government is forging ahead with plans to switch off the analogue network before 2010.

Research by the Consumers' Association revealed 66% of people who have not switched are not even considered getting digital TV.

The association also found 32% of viewers without digital TV said they would never get it, while 48% of the 1,918 people questioned said they would only want watch free-to-air channels once they switched to digital.

ITV companies Carlton and Granada, which together own ONdigital, are also planning an on-air campaign to promote the take-up of digital television.

The promotions will run in the two companies' regions from next week.