Government launches latest ad push in first digital switchover region

The Government has launched the latest installment of digital switchover advertising for residents in Mildura, Victoria where the transition from analogue TV to digital is being spearheaded.

The latest TV ad shows an electronics retailer dressing a shop window while telling the gathering crowd that there is only six months left until the analogue TV signals are “switched off for good” in Mildura Sunraysia. He tells the crowd that they need to get all their TV sets digital-ready or they won’t be able to watch free-to-air TV.

The voice over then tells viewers to look out for a Government brochure in the mail for more information.

A public awareness campaign, created by BMF, began in March last year which includes national and region specific TV, radio and print ads that are rolling out as the switchover affects each region.

From June 30 Australia will begin to gradually switch off the analog signal starting with Mildura and will take place progressively on a region-by-region basis until December 31, 2013.

The transition is being led by the Digital Switchover Taskforce within the Department of Broadband, Communications and the Digital Economy.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.