By the time switchover day arrives, consumers should be well aware of what to expect as they move from analogue to digital TV. However, never under estimate the level of communication required to deliver your message and for it to be understood. Remember, switchover has been forced on the consumer; some are not going to listen so willingly and it’s important that the same messages are reiterated during the switchover event and beyond. Creating a positive consumer experience is essential and as a result you need to make sure you have the right level of support on the day.
My name is Stuart Brodie, Head of Client Onboarding and Platform Support at Paywizard and I am an experienced switchover professional working with clients closely on a day-to-day basis. I have not only helped a number of countries’ switchovers, but I have also experienced switch off and retuning to digital TV as a consumer in the UK. I believe it is essential to make complex projects digestible and easy to deliver ensuring consumers have al the right information.
Here are a few key messages to communicate to consumers during the digital switchover.