1. This document is offered compliments of
BSP Media Group. www.bspmediagroup.com
All rights reserved.

2. Effective Public Education Programmes
for Digital Migration
Digital Broadcasting Switchover Forum
22-24 February 2012

3. Two approaches
• $220* million • $ 3 – 10* million
• 26 million households • 2.5 million household
• $8.5 per household • $2.5 per household
• 4 year programme • 2 year programme
• Political “hot potato” • More accepting public
• On time & under budget, no • Too early to know
evidence of vulnerable left
• But similar programmes
behind. 99% ready by eve of
have worked
switchover
* Includes call centre, production, retail training etc.

4. Agenda
• Learnings from the UK
• Lower cost approaches

5. Who are Digital UK?
• A not-for-profit company created to lead the TV switchover
• Shareholders are the broadcasters and multiplex operators
• Funded primarily by the BBC Licence Fee
• Working closely alongside the Switchover Help Scheme -
which offers practical help to those 75 or over or with
disabilities.
4

7. Learnings – approach
• Attempts to sell the benefits get in the way. People
want help
• Branding that partners can share helps enormously
• Telling people early reduces resistance ...
...but people won’t act until just before the date
• Traditional communications alone won’t work. Mobilise
existing support networks
• local government +
• charities +
• retailers
6

8. Learnings - media
• Onscreen captions are 60% more effective than any other media.
• TV is the next most effective for driving awareness
• Leaflets are well received for depth of information and understanding
• Roadshows on the ground close to switchover generate PR, local
political support and goodwill
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9. Learnings - messaging
• Too much detail or too technical and people will ignore you.
• But don’t simplify so much that you aren’t honest
• Reassurance helps engage resisters
• ...as does a phone number - though only c. 1% of households called
• Audience differences within the UK
• Older audiences need more straight-forward /informative ads
• Friends and neighbours won’t automatically help
• Minority audiences tend to ignore mainsteam communications
8

10. Agenda
• Learnings from the UK
• Lower cost approaches
May 2010 9
9

11. Doing it for less
• The key is the degree of broadcaster support. For example, in Serbia
• Broadcasters are required to air “public service” TV messaging
• Outside of the agreed advertising minutes/hour
• In addition, broadcasters were asked to deliver on-screen captions
• In Serbia, they chose to have the TV ad production done centrally, rather
than by the broadcasters
May 2010 10

12. Production and shared assets can be simple
• But have a friendly non-threatening character …
• Bold, modern colours …
• And most critically, a retailer logo…
11

13. TV can be also be simple – as long as it’s
friendly
High end “lose
channels” ad
(UK)
Lower budget “no
new TV” (UK)
Low budget
12 (Sweden)

14. Ideally national communications to launch, followed by
regional activity (PR) from 9 months
National communications
May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14
Pi l ot 1,000
Ava l a #######
Cot-Vena c #######
Ki ki nda #######
Rudni k-Crni
vrh Ja godi na #######
Sombor-
Suboti ca #######
Torni k-Ovca r #######
Cer-Ma l jen #######
Ja s treba c #######
Kopa oni k #######
Bes na kobi l a #######
Tupi zni ca #######
Vrs a c #######
Del i Jova n #######
Tota l 0 0 0 0 0 0 0 1,000 0 0 ####### 0 0 ####### 0 0 ####### 0 0 0 0 0 ####### 0 0 ####### 0 0 #######
PR and Regional Regional viewer
stakeholder communications
communications
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15. Simplified example regional plan
(assumes limited local TV and regional press)
-9 mo - 6 mo - 3 & 2 mo Switch
PR Radio Radio Radio
announcement
- Date - “Look for the leaflet” - Logo
- Help for vulnerable - Recorders / aerials - Countdown
Local stakeholder - Logo - Countdown
group formed -Having problems?
- Help for vulnerable?
Letters to retailers MOST Posters “date”
/ postal force effective
tool Leaflet delivered Local events??
TV captions TV captions TV captions
Retailer training Retailer training
Generates
Where Where the
PR &
people go detail14
is
goodwill

16. So a few notes in summary …
• Make sure the funding (and staffing) is sufficient for the outcome you want
• Make sure you have a firm end date that industry signs up to
• Focus communication on being helpful, not on selling
• Have a friendly face of the project and a retailer logo
• As a minimum, use PR, TV, on screen messaging and leaflets
• Use the retailers - and provide other local support if you can
• Start as early but spend most of you money at the end
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17. Appendix
Top 10 learnings: setting up and
running a switchover programme
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18. Top 10 learnings: setting up and running a programme
Five lessons to guide how a new project is set up: Retailers
TV
Installers
Platforms
1. A single-purpose, centralised delivery Network
Owners
Ofcom
2. Regulatory underpinning
3. Commercially-minded management Charities
Govern-
ment
4. Sufficient and ring-fenced funding Consumer
Groups
BBC
5. Alignment of infrastructure and communications Other
PSBs
Five lessons on implementation:
National Advertising
6. Working with the market Regional
7. Attainable and secure timetable Communications
8. Communications which reaches deep into communities Local
Communications
9. Practical support for the most vulnerable
Community
10. Mobilising existing support networks Support
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