The Digital Switch On

Topicality often offers superb marketing potential.  Think about Wimbledon or the FA Cup at the new Wembley Stadium.  Major world and European football tournaments which occur every two years and the Olympics in 2012 will be here sooner than we think! 

Such opportunities provide many brands with the chance to link to the nation’s needs and interests.  But these are short-term opportunities. The formal go ahead given by Culture Secretary Tessa Jowell to switch from analogue to digital television will affect us all and provide a topical opportunity for the promotions industry for the next four or five years.

For those who don’t already know, the effect of the switchover will render all analogue TVs useless (the majority of televisions in households across the UK are analogue). This means that, without a digital receiver, you will not receive a signal.  Although not happening in the near future, certain areas of the UK will start to only receive digital television signals from next year, Border region television will be first to be switched off in late 2008, leading to nationwide digital coverage by 2012.

Given that the average household has three TVs, this will mean three new digital receivers will be required as well as replacing VCR's and other traditional equipment.As consumers gradually recognise the need to change their equipment, promotions offers and competitions with such electrical products as prizes will attract great interest.

Digital broadcasting is bringing many advantages to the public and to this industry, far beyond promotions featuring the equipment. We have already seen many new channels available including crystal clear radio (mostly for free) and many new interactive features, which are great for leisure and education. Instant replays can be seen for football, multiple tennis matches on the BBC from Wimbledon for example.  This could open up a world of possibilities around major events and their accompanying promotions.

One point of advice is to find out region-by-region, dates and when and where the switch will occur. It is not too early to be thinking about future promotions.

Although many people don’t welcome such changes, we predict that the switch is going to create more development potential for our industry in terms of new products, novel promotions and fresh ideas to promote them. 

Ray Jobsz, BPMA
Useful link http://www.digitaluk.co.uk/en/where/granada.html