The British government has hired a design agency to produce a logo for promoting digital television in the U.K. "The Guardian" newspaper reported that The Department of Trade and Industry asked the company behind BBC2 and Channel 4's station-identifying logos, Lambie Nairn, to design an emblem boosting awareness of plans to turn off the analog signal by 2010. The analog phase-out is expected to begin in roughly two years, so DTI is working to alleviate digital resistance.
By the end of 2003, about half the population had access to digital TV. Culture secretary Tessa Jowell said 95 percent of households should have access to digital television before analog systems are shut down.
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