SYDNEY: The Federal Government’s $6.7 million 'Get Ready for Digital' advertising campaign will kick off this Sunday (5 April) to raise awareness of the impending switchover to digital TV.
Speaking at the Get Ready for Digital conference in Sydney this morning (30 March), Senator Stephen Conroy, the minister for broadband, communications and the digital economy, outlined the $6.7 million advertising campaign, created by BMF. The campaign will include TV, radio and online executions in addition to equipment labelling, point of sale information, and training accreditation for retail staff.
The “Get Ready for Digital TV” ads aim to raise awareness about the digital switchover and the introduction of a digital device labelling system.
“Between now and 31 December, 2013, Australia will make a progressive, region-by-region switch to digital TV and this campaign will help ensure that those people yet to experience digital understand the benefits and how simple upgrading can be,” Conroy said.
With all analogue TV to be switched off by the close of 2013, the Government is committed to ensuring people make informed decisions when buying digital equipment and hopes the campaign will encourage people to buy digital equipment early, Conroy said.
“For most people getting ready for digital will be a simple and inexpensive task but it is important that all Australians are well informed to make the switch."
"There is no reason for people to wait to experience the benefits.”
The introduction of a labelling scheme attempts to ensure TV equipment is correctly labelled and people understand what level of digital capability they are buying.
The labelling had its first Australian roll-out in Mildura, in January 2009. Victoria's north west will be the first region to flick the switch when the analogue signal is switched off at the beginning of 2010.
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