The World: Melbourne - Agencies line up for digital switchover brief

The Australian government has put out a AUS $6.7 million tender inviting agencies to pitch for promoting the country's digital TV switchover by 2013.

Andy Townend, the executive director of the Digital Switchover Taskforce, is believed to have had meetings with representatives of free-to-air networks about linking the switchover message with that of the Freeview system currently in development.

The task force is thought to be looking to countries such as the UK and the US for pointers on how to communicate the switchover.

Forty-two per cent of Australians currently have digital TV, according to a report this week from the Australian Communications and Media Authority.