Programme Director, Digital UK

Transcription

1 Alex Pumfrey Programme Director, Digital UK

2 Ten Transferable Lessons From the UK s TV Switchover Programme Alex Pumfrey Programme Director : Digital UK APM Scottish Conference Wednesday 16 March 2011

3 The UK s digital TV switchover: Engineering: 67 main transmitters 1,080+ relay transmitters Biggest single broadcasting engineering programme ever undertaken in the UK Converting: 26 million homes to digital TV (2m have no digital TV) 60 million TV sets (12m remain analogue) Largest UK public change programme since Decimalisation in 1971 and Gas Conversion Working with: 500+ national stakeholders and 300+ local stakeholders 7,000+ retailers and manufacturers and 1,000+ housing providers APM Scotland Conference , m

4 To date: successful, on time, under budget 26.6% of the country has completed switchover 7.1 million homes in Border, West Country, Wales, Granada, STV North and Channel Islands are now fully digital 98-99% conversion on the eve of each switchover Everyone does convert: no evidence of refuseniks 90% say they are comfortable with the process Help and support available for those that are not Around 1% of the population call Digital UK for advice 360,000+ (c.7% homes) have taken up the Help Scheme Press coverage 96% positive/factual at each switchover Digital APM UK s Scotland Communications Conference 2011 Budget projected to be > 50 million under budget

5 Ten Transferable Lessons Five Lessons on Governance Five Lessons on Implementation 1 A single-purpose, centralised delivery model 6 Working with the market 2 Legal and regulatory underpinning 7 A clear, attainable timetable with a moment of compulsion 3 Commercial management delivering a public purpose 8 Layered communications model that reaches into communities 4 Sufficient and safeguarded funding 9 Practical support for the most vulnerable 5 Alignment of infrastructure and communications 10 Mobilising existing support networks APM Scotland Conference 2011

6 A single purpose, centralised delivery model Retailers Digital UK acts as central organising hub TV Platforms Installers Single-purpose organisation Network Owners Ofcom Created specifically to achieve digital TV switchover Co-ordinates stakeholders Charities Government Direct interface with network infrastructure owners Consumer Groups Other PSBs BBC Responsible for programme management Ownership of targets and Critical Success Factors APM Scotland Conference 2011 Objective is successful delivery of whole programme

7 A layered communications model National Advertising Consumer Support [advice line and website] Regional Communications Local Communications Community Support 1-on-1 Help Trade Support [retailers, installers, landlords] APM Scotland Conference 2011

8 In last 6 months: nearly 100 opportunities to see a message or get help

9 2011 and Beyond End 2008: 74k homes switched End 2009: 4.8m homes switched End 2010: 7.1 m homes switched End 2011:17.6 m homes switched End 2012:26.7 m homes switched m homes switched in m homes switching in m homes switching in m homes switching in Homes switched in 12 months time: 19m (71%) 15 f homes 10 Homes switched to date (at 16 March 2011) 7.10m (26.6%) 5 - Whitehaven Selkirk Beacon Hill Stockland Hill Douglas Caldbeck Huntshaw Cross Redruth Caradon Hill Kilvey Hill Preseli Carmel Llanddona Moel y Parc Long Mountain Winter Hill Blaenplwyf Wenvoe Mendip Bressay Keelylang Hill Rumster Forest Eitshal Skriaig Angus Durris Knockmore Rosemarkie Torosay Fremont Point Sandy Heath Nottingham Bromsgrove Lark Stoke Ridge Hill The Wrekin Darvel Rosneath Craigkelly Black Hill Sudbury Belmont Olivers Mount Chesterfield Sheffield Waltham Emley Moor Sutton Coldfield Fenton Oxford Tacolneston Hannington Midhurst Rowridge Whitehawk Hill Crystal Palace Hastings Heathfield Tunbridge Wells Bluebell Hill Dover Margate Bilsdale Chatton Pontop Pike Limavady Brougher Mountain Divis Millions of Homes to switch in next 12 months Homes switched to date APM Scotland Conference 2011

10 Alex Pumfrey