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]

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