ONdigital fails to make a mark before launch

Only 10 per cent of people understood that ONdigital was a new digital TV service in the week before it launched, according to research from CIA MediaLab’s latest Sensor survey.

Only 10 per cent of people understood that ONdigital was a new

digital TV service in the week before it launched, according to research

from CIA MediaLab’s latest Sensor survey.



The study found that, although 37 per cent of people had seen

advertising for ONdigital, which went live this week, just one in ten

knew what the service was.



The figures compare with 41 per cent who knew what Sky Digital was the

week before its launch, and 64 per cent who do now, even though only 60

per cent claim to have seen ads for Sky Digital. The digital TV channels

with the highest awareness are BBC Choice (39 per cent) and FilmFour (33

per cent).



Awareness of digital TV in total is continuing to rise, but just 7 per

cent say they feel very familiar with it. However, the desire to go

digital in the next 12 months is up to 18 per cent with men, 25- to 44-

year-olds and ABC1s the most enthusiastic.



Current cable and satellite owners are more likely to expect to trade up

to digital and are twice as likely to expect to go digital in the next

12 months than non-cable and satellite viewers - 27 per cent compared

with 13 per cent.



On average, people are only willing to spend pounds 47 for a decoder to

get digital channels through existing TV sets and the number of people

resisting the notion of paying more for their TV is rising: 41 per cent

say they wouldn’t be willing to pay more, compared with 35 per cent in

September.



David Fletcher, the head of CIA MediaLab, said: ’Many people have yet to

be convinced of digital TV’s benefits. But rising familiarity is so far

being matched by rising demand and Christmas could prove the perfect

excuse for many households to join the digital revolution.’



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