The £1.7billion government-backed project to provide superfast broadband in rural areas across the UK is to be backed by a national advertising campaign. The scheme is the mainstay of the digital strategy being led by culture secretary Sajid Javid.
However, the project, which is based on a partnership with telecoms top dog BT, has come under criticism for focusing purely on new networks, as opposed to letting people know about services already available.
The Broadband Delivery UK (BDUK) programme aims to provide 95% of homes and business in the UK with superfast fibre optic broadband by 2017. So far, more than one million homes and businesses have been reached.
A BT spokesperson said the provider is grateful for the government's intervention: "Demand stimulation is an important element in any broadband programme, so we welcome the government's push in this area."
Obviously, with the amount of money being spent on the project, if there ain't much demand for fibre, the government will end up all sorts of embarrassed. So, its advertising campaign will aim to convince you to go superfast.
A spokesperson for the Department of Culture, Media and Sport said: "We know some people aren't aware superfast is available in their areas or what benefits it could have for their business or family life, so we are looking at ways to provide better information to them."
The spokesperson added that superfast broadband uptake in the UK was currently the highest in Europe.
Source: Financial Times