Pink Underground train to promote London digital TV switchover
By Cable.co.uk | Monday, January 9th 2012
Digital UK has launched a new campaign to draw attention to the upcoming switchover in London.
A pink train has embarked on a three-month stint on the London Underground's Central Line to raise awareness of the city's impending switchover to digital TV.
The campaign has been unveiled by Digital UK, the body tasked with leading the process, which has also begun writing to every home in the capital to prepare viewers for the move.
From today (January 9th 2012), the tube train has entered service, adorned with the switchover message on every door and featuring windows that form TV screens. All 272 seats on the train have been turned pink to further support the initiative.
During the three-month run, more than 45 million journeys will be taken by passengers on the Central Line.
Deborah Bain, London manager for Digital UK, said: "There are now less than three months to prepare for switchover. This is an exciting change affecting millions of viewers and we're doing everything we can to avoid people facing a blank screen."
London is one of only four UK TV regions that have yet to make the switch to all-digital TV, along with Meridian, Tyne Tees and Northern Ireland.