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Digital switchover
later.” He adds that retailers should make
sure that secondary sets are discussed,
and be aware that recording is the least
well understood aspect of digital terrestrial and knowledge they need to help guide Events.‘ Toshiba has set-up a dedicated
TV – and the least well explained consumers to the correct Freesat switchover website (http://www.home-
according to mystery shopping exercises. product. In addition, Freesat is set to entertainment.toshiba.co.uk/Generic-
“If staff can explain digital recording in a launch new PoS kits which will simply Pages/Digital-Switchover/), while Philips
simple way, and even demonstrate setting communicate the benefits of Freesat to has invested in an additional customer
up recording from an EPG, sales of DTRs both consumers and retailers”. Sony’s care team to deal with switchover
can be made,” says Nicholson. Brown says his company has increased enquiries. LG has been very active in this
staffing and training through its area, as George Mead, LG’s marketing
Making the switch telephone-based consumer information manager explains: “The LG Xperience is a
Despite the challenges, many believe the centre to provide information. Other 20ft roadshow trailer set-up with the
switchover has progressed well: “The activities include the distribution of retune latest LG TVs. It embarked on a
switchover programme is on track and guides through leaflets and on the Sony nationwide consumer and retail education
everything has gone well. The technical UK website. “We have also been working tour, which was complemented by a
change has run smoothly, we’ve seen closely with retailers on a regional basis,” nine-strong training team to provide
excellent public awareness and the he adds. assistance to selected independent
Switchover Help Scheme has helped Humax’s North says: “We have stores.” LG also provided in-store staff
thousands of older and disabled viewers developed new PoS material for our with lanyards containing a range of
make the switch to digital TV,” says retailers and produced a switchover information. LG has also set-up an online
Nicholson. He adds that most people guide to help them educate their buyer’s guide (www.lge.co.uk/tvguide).
have no problems coping with the customers. We’re also running Digital UK offers lots of support for
change, though some have required campaigns in digital switchover regions independents including, the Digital Tick
additional help retuning their Freeview to reach consumers, focusing on programme. Digital UK’s Nicholson says
equipment. As a result, Digital UK has advertising, flyer inserts and competitions the programme has gone very well, but
increased the prominence of advice in in regional newspapers.” JVC’s Evans adds: “We are not complacent.
this area in its communications. “There notes that: “We are using POS and store Switchover can bring big rewards for
have also been a few cases of digital training to explain that our products are independents, but they have to work
boxes malfunctioning at switchover but, ready for the switch. We have always hard for it. The key to success at
in most cases, manufacturers have been used the Freeview logo on our products switchover is preparation. By signing up
able to resolve these issues using an over and we also provide Digital UK-approved to the Digital Logo Scheme, retailers have
the air download,” he notes. retuning guides to help customers with access to the latest information about
Digital UK and manufacturers are the switchover.” switchover, and the training and support
working hard to help retailers deal with Steve Lucas, product specialist, delivered by our retail support team.”
the switchover. Freesat’s Atkins says: Panasonic UK, says: “Panasonic are Nicholson’s advice is simple: “Sign up to
“We have a dedicated Freesat training supporting their dealers wherever the Digital Logo Scheme, if you haven’t
team that provide retailers with the advice possible, by helping support ‘Switchover already.” ■
Philips Aurea 9000 Series
“Switchover can bring big rewards for independents,
but they have to work hard for it”
18 TheIndependentElectricalRetailer January 2010
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