Government's Digital Britain report looks to harness marketing to promote broadband take-up

LONDON - The Government has pledged to examine how the marketing activity around the television Digital Switchover could be used to encourage broadband and DAB radio take-up in the future through the BBC.

Government's Digital Britain report looks to harness marketing to promote broadband take-up

In the Digital Britain report, released today by Communications Minister Lord Stephen Carter today, the Government concluded that the TV switchover, which has had a high profile ad campaign behind it, could be developed as a region-by-region programme of publicly-funded information and advice for other digital services.

The report stated that the Government was inviting the BBC to play a ‘leading role, just as it has in digital broadcast, through marketing, cross-promotion and provision of content to drive interest in taking up broadband'.

The Government said it would step in to support DAB digital radio once 50% of radio listening is digital and when national DAB coverage is comparable to FM coverage.

It will create a Digital Radio Delivery Group which includes the retailers, the Transmission Networks, the BBC, the Commercial Radio Companies, the car manufacturers, consumer representatives and the device manufacturers to advise on the Digital Migration Plan.

The interim report contains more than 20 recommendations, including proposals on next generation networks and universal access to broadband 

Culture Secretary Andy Burnham said the Digital Britain report was ‘only the beginning of the process and we need to work hard in the coming months to secure workable solutions'.

Lord Carter said: ‘Delivering Digital Britain will depend upon a smart industry, working with a committed Government to produce lasting solutions.'

There will be a Digital Britain Summit in April open to all interested parties to develop the plan before the publication of the Final Digital Britain Report in the early summer.

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