Broadband

Department for Culture Media and Sport written question – answered on 15th January 2015.

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Photo of Chi Onwurah Chi Onwurah Shadow Minister (Cabinet Office)

To ask the Secretary of State for Culture, Media and Sport, what amount the Government has budgeted for the current media campaign on superfast broadband; and whether that campaign was discussed or co-ordinated with superfast broadband suppliers.

Photo of Ed Vaizey Ed Vaizey Minister of State for Culture and the Digital Economy (Jointly with Department for Business, Innovation and Skills), Minister of State for Culture and the Digital Economy (Jointly with Department for Culture Media and Sport)

An error has been identified in the written answer given on 07 January 2015.

The correct answer should have been:

Based on DCMS insight and research the Government concluded that an advertising campaign would promote a greater take up of superfast broadband. For the areas to be covered by the Government's phase 1 Superfast Broadband Programme, we estimate that up to a further £120m will be generated for investment in further coverage for every 10 percentage point increase on the programme's 20% take-up baseline. The quicker people take up services in the areas delivered with public funding, the quicker funding is returned for reinvestment by the supplier; we therefore launched an £8 million national marketing campaign to raise awareness.

The budget for the campaign was based on evidence of previous government campaigns to reach the optimum amount of our target audience. The campaign was coordinated with suppliers and both BT and Virgin Media have linked their advertising to it.

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Photo of Ed Vaizey Ed Vaizey Minister of State for Culture and the Digital Economy (Jointly with Department for Business, Innovation and Skills), Minister of State for Culture and the Digital Economy (Jointly with Department for Culture Media and Sport)

Based on DCMS insight and research the Government concluded that an advertising campaign would promote a greater take up of superfast broadband. For the areas to be covered by the Government's phase 1 Superfast Broadband Programme, we estimate that up to a further £120m will be generated for investment in further coverage for every 10 percentage point increase on the programme's 20% take-up baseline. The quicker people take up services in the areas delivered with public funding, the quicker funding is returned for reinvestment by the supplier; we therefore launched an £8 million national marketing campaign to raise awareness.

The budget for the campaign was based on evidence of previous government campaigns to reach the optimum amount of our target audience. The campaign was coordinated with suppliers and both BT and Virgin Media have linked their advertising to it.

Does this answer the above question?

Yes1 person thinks so

No0 people think not

Would you like to ask a question like this yourself? Use our Freedom of Information site.