Consumer Group Rips U.K. Digital Radio 2015 Switchover Plans As Too Soon
September 14, 2010 at 4:37 AM (PT)
A government advisory group is criticizing the British government's plans for the digital radio switchover, saying 2015 is too soon for making the switch.
The CONSUMER EXPERT GROUP said in a report to the DEPARTMENT FOR CULTURE, MEDIA AND SPORT that it is concerned about the inadequacy of research into consumer preferences regarding buying digital receivers and recommended that the threshold for setting a switchover date should be increased so that the date could only be set once listening to analog radio drops to 30% rather than the present 50% target.
"Given the slow speed of takeup so far, it is impractical to expect the remaining 50% to convert to digital radio in a two-year lead period," the report said, adding that the group is concerned that the industry would use marketing to 'bully' consumers into adopting digital receivers. The CEG also criticized the DIGITAL RADIO U.K. trade group for its marketing efforts that the CEG said confused listeners.