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Community Engagement

Challenge:

Following a six month media relations and community engagement program, Mildura/Sunraysia was the first region in Australia to switch to digital-only television.

It was decided that the Mildura switch-off date of 30 June 2010 would be used to hold an event to:

  • Present Mildura as a positive example of a community switching to digital-only TV;
  • Demonstrate to a national audience that the digital switchover program was underway and the analog switch-off was a reality; and
  • Introduce the new Viewer Access Satellite Television (VAST) service for viewers in reception blackspots and remote areas.

Solution:

The Mildura switch-off event consisted of a series of activities to promote the digital switchover to national, regional and local audiences through TV, radio and print media.

As part of the switch-off event, n2n communications:

  • Sourced a riverboat, PB Mundoo, as an event venue to create an iconic Mildura setting for the stakeholder event and backdrop for media interviews;
  • Managed the installation of a VAST satellite dish on the PB Mundoo to demonstrate the quality of satellite broadcast technology;
  • Pitched and secured comprehensive broadcast, radio and print interviews for the Honourable Senator Conroy, Minister for Broadband, Communications and the Digital Economy and Digital Switchover  Taskforce Executive Director, Andy Townend;
  • Secured service of an outside broadcast van to facilitate live crosses to TV programs who were unable to attend the event;
  • Managed the remote switch off of analog TV signals from the nearby Yatpool transmitter tower to stakeholder event attendees; and
  • Hosted breakfast event for local community members to celebrate the successful switchover.

Results:

  • A successful switchover event was staged and hosted by Senator Conroy;
  • Attendance by senior national broadcast stakeholders including Regional Broadcasters Australia, Free TV, Freeview, WIN Corporation, Prime Television and Southern Cross Media;
  • Live crosses to ABC News breakfast, Sunrise and Sky News (live streaming of entire event);
  • Widespread TV broadcast coverage on all free-to-air TV networks and Sky News;
  • Widespread radio coverage through ABC radio network;
  • Local, regional and national print media coverage; and
  • Breakfast event attended by key local community stakeholders.

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