UK Government Signals Start of Digital TV Switch Campaign

06 February 2004

The British government has begun preparations for a concerted campaign to promote digital TV by hiring a top design agency to create a logo for the technology.

The Department of Trade and Industry's appointment of Lambie Nairn -- the design shop behind the logos for TV stations BBC2 and Channel 4 -- is interpreted by many observers as a sign the government is finally ready to put the case for digital television.

"We need a logo to make people a bit more aware of the plan to switch over to digital," said a DTI spokesman. "We have hired Lambie Nairn to come up with a brand identity and are looking at a lot of other things around that."

How the logo will be used has not been revealed. It has been suggested the emblem could appear on digital TV equipment and that it could be used at the heart of a publicity drive ahead of the shutdown of the analogue signal.

Although ministers have repeatedly stated their intention to end analogue transmissions between 2006 and 2010, they have come under fire for failing to provide a detailed switchover timetable.

Currently around half of British homes access digital television, but the government wants to raise this to 95% before turning off the analogue signal.

This target could be undermined by a large number of so-called 'digital refuseniks' who have shown no interest in making the switch. A recent survey suggested 13% of the British public fell into this category.

Data sourced from:; additional content by WARC staff