Digital in 70% of homes but still a long way to go

Ofcom revealed today that digital penetration had reached 70.2% of households in the UK but that the vast majority of new equipment was being bought by homes which have already gone digital.

Freeview was once again the main driver of digital uptake in the period up to the end of June, the regulator said.
However, there was a sting in the tail which shows there remains a huge way to go to meet the Government's deadline for analogue switch off by 2012.
Ofcom said: "The large majority of digital television receivers are now being bought for use on additional television sets within the home to complement digital viewing on the household's primary television."
The number of secondary television sets viewed using digital receivers has more than doubled in the year to June 2006, from just under 3.5m to over 7m.
With digital switchover due to start next year, some are worried that nearly a third of the UK shows little sign of making the jump to new technology.
Digital UK is due to launch its latest marketing blitz to encourage digital take-up this week, having recruited the creators of the characters from Creature Comforts, Wallace and Gromit and Chicken Run to breathe new life into its £200m marketing campaign.
Aardman Animations has been hired to work alongside agencies including Mediacom on the next, £7.5m, burst of the campaign, which includes a new TV trail breaking on BBC1 and BBC2, on Saturday.
It will also run across commercial TV, both terrestrial and digital channels, starting next month and centres around the "lovable" character Digit Al.
Digital UK is also launching a major direct marketing campaign using the Aardman artwork, in the Granada area, which is in line for analogue switch off in 2009, starting next week.
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