Viewers 'need digital'

The BBC 's digital gallery could serve all viewers by 2010

Viewers will only switch to digital TV if they are offered programmes, equipment and services that they want and are prepared to pay for.

That is the conclusion of a report into digital TV commissioned by the Department for Culture, Media and Sport (DCMS).

The study says advantages like home shopping, internet access, e-mail and greater channel choice would be needed to entice people to switch from analogue TV.

We want to see switch over to digital between 2006 and 2010

Tessa Jowell, Culture Secretary

Culture Secretary Tessa Jowell welcomed the findings, saying: "Ultimately digital will only succeed if broadcasters, manufacturers and service providers, can convince viewers that switching to digital television is a benefit to their daily lives.

Switch-over

"We want to see switch over to digital between 2006 and 2010.

"This will happen if the programmes and facilities offered to viewers are tempting enough for them to make the switch."

Jowell: Viewers are "the driving force"

The report was the first of the Government's two-yearly reviews into the progress being made towards the digital switch-over.

One in five homes already has digital television, and the Government hopes 99.4% of Britain will be covered by digital transmissions in time for the change-over, with 95% of consumers having access to digital TV equipment.

But some analysts have cast doubts over whether the government will meet its target for switching off analogue TV signals by 2010.

Awareness

The new study says that the Government must:

Raise awareness of the three key tests of availability, affordability and access to digital services and inform consumers about the benefits of digital TV.

Improve the digital offer, raising awareness of free-to-air services and equipment and delivering improved free-to-air public service broadcasting.

Remove barriers to take-up, ensuring that a cheap free-to-air service is available and improving accessibility for viewers with physical and sensory impairments and the old.

'Tremendous'

Tessa Jowell said that TV viewers were "the driving force" behind the move towards digital TV.

Chris Smith laid down the switch-over criteria in 1999

"Take-up of digital television over the past three years has been tremendous, faster than in any other European country.

"Already one in five homes has access to the new digital services," said the Culture Secretary.

The public will have a chance to respond to the report as part of a wider public consultation on the take-up of digital TV.

Tessa Jowell has also asked the BBC and Independent Television Commission to provide reports on progress made towards switch over to the new digital services.