25/04/2008 - Gekko get set for digital


Digital UK unveils range of initiatives for TV suppliers this summer

Television retailers will be supported through digital switchover by a team of specialist staff, as part of a package of measures announced today by Digital UK, the body in charge of the switch.

The development follows publication yesterday (April 24) of the report into the UK’s first switchover in Whitehaven, Cumbria. One of the report’s leading findings was that retail sector readiness was a major factor in the successful transition from analogue to digital broadcasting.

Digital UK, in partnership with field marketing agency Gekko, will now deploy a dedicated Retail Support Team to assist stores in the lead switchover regions of Border, West Country and Wales. They will visit TV retailers in each region, starting one year before switchover.

The team will develop relationships with – and offer a point of contact for – store managers and their staff, helping to ensure switchover communication is effective and accurate. They will supply point-of-sale material, offer staff training and recruit new stores to the ‘digital tick’ scheme. Gekko, which has worked successfully with Digital UK on field marketing, will manage teams in each region.

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