More than half of all Australian households have switched to digital television, according to latest government figures.
The quarterly Digital Tracker Survey from the Digital Switchover Taskforce shows that 53% of households now have access to free-to-air digital TV, up from 47% in the previous quarter. In addition, 93% of households are aware of the digital switchover, which will happen at the end of 2013. Over three-quarter of households (83%) said they were pleased they had switched compared to 77% in the previous period. 76% said they would wait until just before the switchover date, while 15% of households are negative to the digital television switchover.
Freeview, the organisation charged with marketing FTA digital TV in Australia said its TV campaign was helping in creating awareness.
Its first marketing push created by The Furnace was slammed for misleading consumers as to the number of extra channels that were available. The account was subsequently put up for pitch, with Banjo winning the business and coming up with the “More for free” campaign that is currently running on FTA channels.
Freeview CEO Robin Parkes said: “We look forward to seeing the next quarter’s results which we feel will continue to be strong given that GO! launched last month. Likewise, we will benefit from the launch of ABC3 kids’ channel next quarter.
“Our TV campaign has been responsible for raising consumer awareness of Freeview to 92%, and driving consumers into stores to make the switch to digital TV.”
