Switchover moves closer as digital penetration increases

LONDON - Digital penetration in UK homes has increased to 55% according to new research from Ofcom, giving credence to recent reports that the digital switchover date could be brought forward.

The latest figures, up to the end of June 2004, show an increase of 2% on the previous quarter. Ofcom announced earlier this week that digital switchover could start as early as 2007 and broadcasters should be expected to switch off analogue signals by the end of 2012.

A further 4% of homes subscribed to analogue cable during the second quarter, bringing the total number of homes receiving multichannel television to more than 59%.

The figures reveal that digital household penetration reached 13.7m, with an additional 630,000 households adopting digital during the quarter.

Sky's subscriber base grew by 76,000, accounting for less than 20% of the total growth.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).