Telling People About Digital TV Is Costly

We already know lots of Australians are confused by digital TV, and apparently un-confusing them is going to cost a whole lot more: at least $66 million, to be precise.

Mark Day at The Australian reports that the total expenditure on "communications strategies" around digital TV is expected to be $66 million over the next three years, which is a $50 million rise on the originally projected cost. Then again, given the hopelessly confusing impact of the separate and stupid Freeview campaign and the relative lack of excitement in digital options like Nine's just launched Go! channel, maybe it's all we can expect.

Ad blowout raises cost of switching to digital TV [The Australian]


Comments

    How much have they spent on this in total? $66 million divided amonsgt 7.4m housholds is about $9 per houshold. A little more, and they could just purchase cheap set top boxes for all.

    It's been costly for me in terms of time and effort too; I've had to explain the whole Freeview debacle twice already to my parents who, like me, were pretty confused about what it was and how it related to free-to-air digital TV generally.

    That stupid Freeview campaign was ridiculous (& confusing)

    Don't bother with further education. When people can no longer actually get TV reception, they'll learn pretty quickly :-)

    Scary thing is, I'm only half joking.

      so true -- when the ancient analogue system is cut off, they'll go looking for the answers -- all the government needs is a free recorded information number with a white pages listing -- would probably cost a few thousand dollars to set up and maintain for the next five years.

      the overwhelming majority of australians (I'd say easily close to 95%) will have already switched to DVB-T or other newer technologies (eg. HD cable/DVB-S/IPTV), either by content choice or with the purchase of new equipment that includes those options (ie. you cannot buy a current model TVs without digital inbuilt);

      a small number of ageing consumers will have passed on to the afterlife, where all pay TV is free and there are infinite numbers of channels;

      lastly, a few people (~1%) will remain (the technophobic luddite types) who still don't see the need for it, and will refuse to buy a digital setup no matter what carrots and sticks are there, they will be the same ones who throw their TVs away if they haven't already, when the end-time of the analogue world draws near...

      I say, cut it off now, and we can all enjoy it sooner -- in any case the gov't doesn't need to spend money on education, while there are tens of thousands of TV salesmen ready and willing to do it for virtually nothing.

    I've given up on TV. I go to the web for news and information and watch DVD's when I want mindless entertainment. No ads on DVDs and I can watch when I want to watch.

    Why does the Government want to waste so much of our money. Leave it to the industry. Personally I will stay with my current equipment until 2013 and see what happens. Unless something breaks and then I maybe a digital ticked item.

    Can they provide a clear message.
    After all the date has been put off so many times. Wasn't it 2008 at first.

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