IER-JAN2010-PG16-17-18.2:Layout 1 04/01/2010 14:47 Page 17
Digital switchover
Evans, JVC’s assistant product manager manufacturer to retailer have a responsibility
says: “The biggest challenge for us is to educate consumers about the
getting the consumer to understand the switchover during each touch point. The
benefits of models such as our PVR with usual challenges apply, particularly
twin digital tuners. Freeview+ branding is regarding the complexity of messages at
a major part of this communication, but store front. However, activities such as
educating the general public about trade-in (across the Bravia range),
Freeview is the challenge we face.” Paul encourage consumers to trade their old
Hobden, marketing director, TV, Philips analogue products for digital products.”
consumer lifestyle, says it’s about Humax’s North point out that: “Many
consistency of message: “Normally, when consumers are still leaving it late to
there is a change in the broadcast purchase new products. We have
platform, there are live test transmissions, seen sales spikes much later
but with the migration to digital, we can that expected in digital
only experience the issues as and when switchover regions, but they
each region makes the switch. The have been significant.”
biggest challenge is in keeping the He adds that whilst many
consumer message simple and not letting people may know they need
the more complex and technical issues a new TV or set-top box to
dilute this.” Andrew Line, Toshiba’s TV receive the new digital
product manager, thinks that most services, he believes their
consumers are aware of the switchover: understanding of the impact on existing
“According to Freeview, consumer equipment like the VCR is limited. “The
adoption has been quicker than with digital switchover provides a great
mobile phones and even the internet, opportunity for TV viewers to upgrade to
which is incredible. One of the challenges a whole range of new services and
we’ve faced is getting people to features, but the choice is confusing, from
understand how to use digital products. HD to digital recording, to digital TVs or
Recording to a hard drive or DVD rather just standard set-top boxes,” adds North.
than VHS is actually daunting for some, James Atkins, Freesat’s trade marketing Digital UK’s Nicholson, says lessons
so we still have an important role in manager, says: “The biggest challenge is have been learnt from the roll-out:
educating our customers on what is making sure consumers are aware of, and “Retuning is a big subject at switchover,
possible.” can see, the benefits of digital television; even among people that have been
in particular, HD services. In-store watching Freeview for years. Explaining
The need to educate demonstrations have proved a great way retuning when selling TV equipment, as
Sony’s Brown says: “Regional marketing is of doing this.” And with Freeview also set an integral part of the Freeview platform,
driving awareness of the switchover, but it to offer HD broadcasts, consumers will helps customers become aware of it and
cannot reach everyone. Therefore all parties need to know that they need a new type can de-mystify it, reducing the numbers
involved, from the government, to the of set-top box to receive them. coming back to the retailers for advice
LG SL9000 Series wih integrated
Bluetooth connectivity
January 2010 TheIndependentElectricalRetailer 17
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