Bosses at Saltaire-based technology firm Pace today backed the findings of a survey calling for consumers to be given more information about the digital television revolution.

Research for the Department of Trade and Industry showed that, although the UK is leading the world in the transfer from analogue to digital, many remain in the dark about the benefits.

Pace, which manufactures set-top boxes for all formats of digital television, has been heavily involved in the research alongside the Government.

Today Richard Lindsay-Davies, the company's head of strategic marketing, said the signs were that the launch of the low-cost Freeview platform last year had helped boost take-up. And he said word was beginning to spread as consumers talked to each other about the benefits of going digital.

"There are still a lot of customers who need to learn more, but we have found that people need to be willing rather than being forced to make the change," he said. "People need to understand the benefits of moving across and that is going to grow. The good thing is that the research indicates that the trend is in the right direction. Pace has worked extremely closely with the Government to influence and assist them to manage the process."

The survey revealed that 50 per cent of British households are already using digital television, but a significant number of people are reluctant to change. Of those quizzed, 13 per cent said they had no intention to get it, even though the analogue transmitter is due to be switched of by 2010.

Communications Minister Stephen Timms admitted the research showed more had to be done to convince people to change to digital.

"This unique research helps us to understand customers' concerns about digital television and the digital switchover," he said. The findings of the survey were part of a series of reports being compiled on the subject with the next due in spring 2004.

Pace has enjoyed a strong year of growth, partly fuelled by the take-up of Freeview, and is due to announce its interim results on Monday.