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Effective Public Education Programmesfor Digital Migration

Digital Broadcasting Switchover Forum 22-24 February 2012

Two approaches

• $220* million • 26 million households• $8.5 per household• 4 year programme• Political “hot potato”

• On time & under budget, no evidence of vulnerable left behind. 99% ready by eve of switchover

• $ 3 – 10* million• 2.5 million household• $2.5 per household• 2 year programme• More accepting public

• Too early to know• But similar programmes

have worked

* Includes call centre, production, retail training etc.

Agenda

• Learnings from the UK

• Lower cost approaches

Who are Digital UK?

4

• 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.

Learnings – approach

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• 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

Learnings - media

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• 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

Learnings - messaging

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• 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

May 2010

Agenda

• Learnings from the UK

• Lower cost approaches

99

May 2010

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

10

Production and shared assets can be simple

• But have a friendly non-threatening character …

• Bold, modern colours …

• And most critically, a retailer logo…

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TV can be also be simple – as long as it’s friendly

12

High end “lose channels” ad (UK)

Lower budget “no new TV” (UK)

Low budget (Sweden)

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 lot 1,000

Avala #######

Cot-Venac #######

Kikinda #######

Rudnik-Crni vrh Jagodina #######

Sombor-Subotica #######

Tornik-Ovcar #######

Cer-Mal jen #######

Jastrebac #######

Kopaonik #######

Besna kobi la #######

Tupiznica #######

Vrsac #######

Del i Jovan #######

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 stakeholder communications

Regional viewer communications

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Simplified example regional plan(assumes limited local TV and regional press)

-9 mo Switch- 6 mo - 3 & 2 mo

PR announcement

Local stakeholder group formed

Letters to retailers / postal force

Radio

- Date

- Help for vulnerable

- Logo

TV captions

Retailer training

Radio

- “Look for the leaflet”

- Recorders / aerials

- Countdown

- Help for vulnerable?

Leaflet delivered

TV captions

Retailer training

Radio

- Logo

- Countdown

-Having problems?

Posters “date”

Local events??

TV captions

Generates PR &

goodwill

Where people go

MOST effective

tool

Where the detail is14

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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Appendix

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Top 10 learnings: setting up and running a switchover programme

Top 10 learnings: setting up and running a programme

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Five lessons to guide how a new project is set up:

1. A single-purpose, centralised delivery 2. Regulatory underpinning 3. Commercially-minded management4. Sufficient and ring-fenced funding 5. Alignment of infrastructure and communications

Five lessons on implementation:

6. Working with the market 7. Attainable and secure timetable8. Communications which reaches deep into communities 9. Practical support for the most vulnerable 10. Mobilising existing support networks

TV Platforms

Retailers

Network Owners

Installers

Ofcom

Consumer Groups

Other PSBs

Charities

BBC

Govern-ment

National Advertising

Regional Communications

Local Communications

Community Support

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