Apr 14th 2005
By: monica

SwitchCo

SwitchCo was finally launched yesterday. The working group set up last October is now the official not-for profit organisation that has taken on the government�s “action plan” for switchover. BBC, ITV, C4, Five, Teletext and S4C, Crown Castle and SDN, all provide funding and are represented on the management board, together with two manufacturer representatives. For the next seven years SwitchCo will be in charge of the �development, coordination and implementation of the switchover programme� in close coordination with DCMS, DTI and Ofcom.

Barry Cox has been confirmed as chairman and Ford Ennals will be SwitchCo�s chief executive. �Ford Ennals’ experience in launching the new Lloyds TSB brand, and his overseeing of the successful merger and integration of the two banks, makes him ideal to head the organisation� (The Guardian).

You might be wondering what do bank mergers have to do with digital television. Apparently, Mr. Cox believes that there is need for someone with �a strong background in marketing and communications�, which Mr. Ennals definitely has. Fair enough, the key to the success of the switchover process is to convince as many consumers as possible to take up DTV, so as to minimise public expenditure on the stubborn. Put simply, good marketing.

We will be keeping a close eye on SwitchCo�s activities and switchover�so stay tuned!

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