DIGITAL MEDIA

The Australian Government has opened a $6.7 million tender for advertising agencies to promote the planned digital TV switchover and convert the nation to digital by 2013.

It's also understood that Andy Townend, executive director of the Digital Switchover Taskforce, the body responsible for driving the transition to digital TV, has had meetings with representatives from the free-to-air networks about linking up the digital switchover marketing message with that of Freeview, the proposed free-to-air digital brand and box currently in development. The first marketing for the switchover is expected to appear in the first quarter of next year.

The Digital Switchover Taskforce confirmed it was in the process of appointing an agency to come up with branding ahead of a marketing push.

"Our main objective is to make sure that, during the switchover process, the public are properly informed about what digital switch-over means for them so that they understand the options available to them," said Townend. "We are conducting our initial research and consulting with the industry as the first steps of this process."

It is understood Townend is keen to implement a "single point of reference" for consumers, to help them understand the planned switch between analogue to digital in 2013. "Australia is further behind the game than I originally thought but that is why this campaign is so important," he told Digital Media.

"Most media companies have already digitised everything in their production chain and what we are dealing with is about that final piece in that chain."

Before moving to Australia, Townend was a senior figure in Britain's move to digital TV, with several high-profile advertising campaigns fronted by robot character Digit Al.

The taskforce is thought to be looking abroad for pointers on how to communicate the switchover to Australia's population, following successful digital TV marketing pushes in Britain and the United States.

The ultimate responsibility for the timeline and appointment of an agency will fall to Senator Stephen Conroy, Federal Minister for Communications.

In March, Conroy announced a $37.9m package to ensure a smooth transition to digital television.

A report released this week by the Australian Communications and Media Authority revealed 42% of Australians currently have digital TV, with more than half of households earning over $70,000 a year being digitally-enabled.

The taskforce is being advised on by an industry advisory group, which includes executives from TV networks including the ABC, SBS, Seven and Nine.

Free TV chief executive Julie Flynn, who is part of the advisory group, said: "We need more accurate stats on people who don't have digital as they'll need to be made aware that they will have to convert every TV in their houses."

Bruce Meagher, director of strategy and communications at SBS, and another advisory group member, added: "I know the taskforce is already looking at public housing tenants and older people who aren't tech-savvy, to see how the marketing could communicate to them."

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