The research has revealed that the government's pledge to convert the remaining 60% of the UK population to digital TV by 2006-2010 could be in jeopardy because one third of people have no idea of the benefits of the new technology. As a result of the findings, Pace has created a digital manifesto that calls on the government and stakeholders within digital TV to address the problems highlighted in the research.
One third of those questioned said that the government should pay for the switch, while 30% felt that broadcasters should pay. One quarter of respondents said they would refuse to pay anything for the switch. Older people are more likely to be excluded from the service because 40% were unprepared to pay and a further 40% revealed that they did not understand the costs involved.
Of those questioned, 14% were planning to buy a set-top box in the next year, 20% in the next two years and 26% within three years. However, the majority was still undecided and waiting for the deadline to draw closer.
Pace chief executive Malcolm Miller said, "Switching to digital television is not even on the radar for 30% of the UK population."
The Pace digital manifesto sets out an action plan for the government and the digital television industry. Steps include the introduction of subsidised set-top boxes or a cheaper licence fee and investment in public information and awareness campaigns to encourage the switch.
Broadcasters such as the BBC and ITV have been in talks with Pace about producing a lower-cost entry-level box that would receive free-to-air channels for consumers who do not want to pay for digital TV.
The free-to-air set-top box would go on sale for £100. If users wanted to subscribe to premium channels, including sports or movie services, they could upgrade to a service provided by ITV Digital by buying a smartcard for between £20 and £40 to slot into the set-top box.
It was also reported last week that the BBC, ITV, Channel 4 and possibly Channel 5 are working on a digital coalition, which would merge their terrestrial digital broadcasting operations.
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