A new advertising campaign by the BDUK (Broadband Delivery UK) is set to try and push the levels of take-up for superfast broadband.
The advert campaign follows on the heels of a £3m campaign to boost demand for vouchers as part of the ConnectedCities scheme and is trying to highlight how widely available superfast broadband services are.
The advert is meant to encourage people to go to the website gov.uk/gosuperfast which links to Openreach, Virgin Media and KC, but does miss out mentioning the increasingly numerous alternative superfast options that are popping up. The measure of how long the site has been in development is given by the 78% of UK homes and businesses can get superfast broadband, and the DCMS has already declared the 80% mark broken.
The advert is pushing the boundaries we believe with the term Superfast Nation, since if this was an actual broadband provider there would need to lines of caveats scrolling past about availability and that it may cost more than standard broadband. Some acknowledgement that the job is not complete and the building work is on-going might help to avoid the predictable social media backlash.
The UK as a Superfast Nation is very much a task in hand, and while an increasing number of local authorities are hitting the 90% with the option of a superfast (fibre availability is higher) target, we are three years from the 95% target and it might be 2020 before we are a fully superfast nation if the spending and building manages to continue.