LONDON: Digital television continues its march into UK homes but, says media regulator Ofcom, there is still a long way to go before the end of the analog road.

According to latest figures released by the watchdog, 70.2% of households (17.7 million) are now watching digital television, an increase of 0.5% from March this year.

Ofcom says, however, that most new equipment is being bought by consumers who have already made the initial change.

The number of secondary TV sets using digital receivers - led by the single-payment Freeview set-top box - more than doubled from less than 3.5m to more than 7m in the year to June 2006.

But this leaves nearly 30% of TV homes unable or unwilling to make the digital change as the government's deadline for a complete switchover by 2012 edges closer.

Digital UK, which is overseeing the switchover for the UK government, is shortly to roll-out the next £7.5 million ($14m; €11m) phase of its TV ad campaign to promote digital take-up.

Data sourced from Media Week (UK); additional content by WARC staff