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Danskerne Og Det Digitale Tv-Signal : Sådan Forløb Danmarkshistoriens Største Offentlige Oplysningskampagne

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Danskerne Og Det Digitale Tv-Signal : Sådan Forløb Danmarkshistoriens Største Offentlige Oplysningskampagne Kopi fra DBC Webarkiv Kopi af: Henrik Vejlgaard : Danskerne og det digitale tv-signal : sådan forløb Danmarkshistoriens største offentlige oplysningskampagne Dette materiale er lagret i henhold til aftale mellem DBC og udgiveren. www.dbc.dk e-mail: [email protected] Henrik Vejlgaard DANSKERNE OG DET DIGITALE TV-SIGNAL Sådan forløb Danmarkshistoriens største offentlige oplysningskampagne Supplement in English: Digital Television in Denmark: The Adopter Process Henrik Vejlgaard Danskerne og det digitale tv-signal Sådan forløb Danmarkshistoriens største offentlige oplysningskampagne Danskerne og det digitale tv-signal af Henrik Vejlgaard Copyright for kampagne-materialet er overgået til Mediesekretariatet. Copyright 2010 © Advice A/S, København og Henrik Vejlgaard. Kontakt-info findes på www.adviceas.dk og www.henrikvejlgaard.com Layout: Jakob Boni Tryk: Nofoprint, Helsingør ISBN 978-87-993785-0-0 Denne publikation er gratis. Den kan downloades fra følgende hjemmesider: www.bibliotek.dk (DBC Webarkiv) www.adviceas.dk Tak til Berit Puggaard, Carsten Corneliussen, Espen Meyer Højlund, Henrik Birkvad, Jens Christiansen, Jesper Højberg, Johs Johansen, Mikkel Havelund, Mikkel Holm Sørensen, Morten Haahr, Liv Knoblauch Kofoed- Jensen og Randi Hovmand for kommentarer til tidligere udgaver af hele eller dele af teksten. Indhold KAPITEL 1 – Historien om et tv-signal 1. Formål ...................................................................... 9 2. Resumé ...................................................................10 3. Teknologien ..........................................................12 4. Opdraget..................................................................14 KAPITEL 2 – Mål og opstart 5. Målgrupperne .......................................................19 6. Målene ...................................................................21 7. Strategien ..............................................................28 8. Mærkeidentiteten ................................................29 9. Målemetode ..........................................................30 10. Hjemmesiden ........................................................32 5 11. Call-center .............................................................34 12. Stakeholderne .......................................................35 KAPITEL 3 – Delkampagnerne og målingerne 13. Delkampagne 1 .....................................................41 14. Første måling ........................................................42 15. In-store-materialer ..............................................43 16. Husstandsomdelinger .........................................45 17. Netværkskommunikation ..................................49 18. Delkampagne 2 .....................................................55 19. Anden måling .......................................................57 20. Presseomtalen ......................................................59 21. Delkampagne 3 .....................................................60 22. Slukket ...................................................................62 23. Tredje måling ........................................................65 24. Institutioner .........................................................66 KAPITEL 4 – Input til fremtidige kampagner 25. Økonomien ...........................................................71 26. Konklusion ............................................................72 27. Appendiks .............................................................79 28. Kilder ......................................................................81 29. Personalet ..............................................................82 30. Tak ..........................................................................83 31. Supplement in English ........................................85 6 Kapitel 1 Historien om et tv-signal 7 8 01. Formål Den realiserede kampagne fra A til Z atten mellem den 31. oktober og den 1. november Rapporten beskriver ikke de udfordringer og direkte pro- 2009 blev der skrevet tv-historie i Danmark. Da blev blemer, der uvægerligt er i så stor en kampagne. Men de Nder nemlig sagt endeligt farvel til det analoge tv-signal, der var der – og der var mange. Der var også mange ressour- har været i luften, så længe der været sendt tv. Fra den 1. cekrævende processer, som heller ikke beskrives i rap- november 2009 er kun det digitale tv-signal i luften. porten. Det ville kræve en uafhængig og neutral rapport- skriver at lave en evaluering af, hvordan de involverede Sekretariatet for Det Nye Tv-signal blev sat i verden for at parter løste problemer, operationaliserede strategier og sikre, at danskerne var klar til det nye, digitale tv-signal, så fortolkede data. borgerne ikke fik ”sort skærm”. Sekretariatet gennemførte den offentlige kampagne i 2008-2009. Med et budget på Ud over de allerede nævnte begrænsninger har rapporten 42 mio. kr. var det den hidtil største offentlige kampagne. endnu en meget klar begrænsning: Den beskriver kun den indsats, som blev gennemført af Sekretariatet for Det Nye Denne rapport beskriver den realiserede kampagne i et Tv-signal. En række andre organisationer og virksomhe- kronologisk forløb. Det vil være helt forkert at prætendere der bidrog også med betydelige indsatser, som det ligger at kunne beskrive en så stor og kompleks kampagne i de- uden for denne rapports rammer at dokumentere. Men taljer, og præcis som den forløb. Uvilkårligt sker der visse uden Danmarks Radio, tv-forhandlerne og en række andre 9 efterrationaliseringer, og i nogle afsnit i denne rapport er organisationer og virksomheders indsats var overgangen disse efterrationaliseringer gjort meget tydelige, nemlig til det digitale tv-signal næppe gået helt så godt. ved at perspektivere med henvisning til faglitteratur. Formålet med rapporten er at sikre, at læringen fra kam- pagnen kommer fremtidige kampagner til gode. Den særlige læring, denne kampagne kan bidrage med, kommer fra kampagens effektmålinger. Det hører nemlig til sjældenhederne at have effektmålinger fra et halvandet år langt forløb – og et forløb, der målte udviklingen i hele befolkningen. Ud over tal fra kampagnens målinger indeholder rap- porten også en række opgørelser, fx antal opkald til call-centret. Disse rene rapporteringer er medtaget, da opgørelserne bl.a. kan bruges som benchmarks og til at dimensionere ressourcer og indsatser ved fremtidige indsatser. 02. Resumé Danmarkshistoriens største offentlige oplysningskampagne ekretariatet for Det Nye Tv-signal gennemførte i Tabel 2-1 Kampagnens mål 2008-2009 den statslige oplysningskampagne om Sovergangen til digitalt tv i Danmark. Kampagnens budget Målgruppe Målespørgsmål Januar August Nov. var på 42 mio. kr., hvilket gør den til den hidtil største of- (Key Performance Indicators) 2009 2009 2009 fentlige oplysningskampagne. Hele A. Har du hørt, at det befolkningen analoge tv-signal slukkes den 31. oktober 2009? 70% 85% 98% Kampagnen skulle gennemføres i forbindelse med, at det Hele B. Ved du, om det det mest analoge tv-signal til antenner ville blive slukket efter mid- befolkningen benyttede tv i husstanden nat den 31. oktober 2009. Fra den 1. november 2009 ville er berørt af slukningen af kun det digitale tv-signal være i luften. Analogt betyder det analoge tv-signal? 45% 65% * i dette tilfælde, at billederne og lyden transmitteres ved Berørte G. Er husholdningen klar husstande til det digitale tv-signal? 5% 30% 98% hjælp af radiobølger. Når tv-signalet er digitalt, sendes det som digitale enheder, såkaldte bit. De digitale tv-signaler *Indgik ikke i målingen. kan komprimeres, så der kan sendes flere tv-kanaler end med radiobølger. 10 Strategien i kampagnen var ”Fra bredde til fokus”: Kam- Kampagnen skulle oplyse hele den danske befolkning, pagnen skulle starte med at have fokus på hele befolk- dvs. over 2.550.000 husstande, om, at det analoge tv- ningen for at ende med fokus på de mest ressourcesvage signal ville blive slukket, og alle husstande skulle være klar borgere. Strategien beskrev også, at kampagnen ville over, om man var berørt eller ej. Man var berørt, hvis man bestå af fire faser med hvert sit tema. modtog sit tv-signal via egen tv-antenne på taget, på lof- tet eller i stuen. Hvis man modtog sit tv-signal via kabel, Kampagnen bestod af aktiviteter, satellit, bredbånd eller gennem en antenneforening, var der kan inddeles følgende kategorier: man ikke berørt – og man skulle ikke foretage sig noget. • Massekommunikation (bl.a. tv-spots, Målinger havde vist, at 601.000 husstande var direkte print-annoncering, outdoor, PR m.v.) berørt. Blandt disse husstande var der en overrepræsen- • Netværkskommunikation (kommunikation gennem tation af ældre borgere og borgere i provinsen. Blandt de målgruppens omgangskreds) ældre borgere var der en mindre del, som måtte karakte- • Servicekommunikation (hjemmeside, call-center m.v.). riseres som ressourcesvage, dvs. de var uden personlige netværk, som evt. kunne hjælpe dem. Budskaberne i massekommunikationen blev bl.a. kom- munikeret gennem følgende kommunikationskanaler: En væsentlig del af kampagnen var seks målinger, som skulle fortælle Sekretariatet for Det Nye Tv-signal og om- • Tv verdenen, om kampagnen var ”on-track.” Målingerne blev • Print gennemført af et uafhængigt analyseinstitut. • Husstandsomdelinger • Outdoor Målene blev bl.a. fastsat med udgangspunkt i erfaringer • Hængeskilte i busser fra den svenske kampagne, da den svenske overgang til digitalt tv var gennemført og evalueret, inden den danske Netværkskommunikationen blev gennemført
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