ONdigital chief executive Stuart Prebble has issued an urgent call to the BBC, ITV, Channel 4 and Channel 5, to co-operate on funding a public education campaign on the benefits of digital television in order to speed up the date of analogue switch-off.
Addressing the Royal Television Society last week, Prebble said that in the year since culture secretary Chris Smith announced that analogue switch-off could take place as early as 2006, four million people had bought analogue TV sets.
'It's out-of-date technology that is making the mountain we have to climb before analogue switch-off even higher,' said Prebble.
The analogue signal switch-off will mean every house in the country will be able to receive the digital terrestrial signal through an aerial.
C4 managing director of pay-TV Gerry Bastable said it would be happy to discuss promoting digital television, providing the message was platform neutral.
A C5 spokesman said the channel would be interested in any proposals that promoted digital TV.