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This document is offered compliments of BSP Media Group. www.bspmediagroup.com
All rights reserved.
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
6
• 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
7
• 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
8
• 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…
11
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
13
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
15
Appendix
17
Top 10 learnings: setting up and running a switchover programme
Top 10 learnings: setting up and running a programme
18
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
121