Agencies could be in line for a slice of a huge Midlands marketing budget in the run up to the region's digital TV switchover, it was been revealed.
The Government plans to switch off the analogue television signal by 2012 with every household in the UK required to go digital between 2008 and 2012.
In the Midlands, the switch-off starts in 2011 and a huge awareness-raising campaign is set to be launched three years earlier.
The campaign to promote the first switchover is being launched today in the Borders region.
Digital UK - a body comprising of broadcasters set up to spearhead the big change - has an overall budget of £200 million.
Spokesman Jon Steel the amount of cash being allocated, region by region, for promotion had not been finalised.
A main player to lead the marketing drive was now being sought.
And he said : "Until they are appointed we''ll be be unsure how they want to proceed but they may well use regional agencies to help to deliver their services."
Mr Steel said newspaper, TV, radio and point of sale advertising and advice would be available across the country to ensure everybody new the options available.
Broadly they range from buying an adapter box (costing around £50 currently), either free or subscription satellite services, or cable TV.
A call centre is also in place to handle queries and roadshows were likely to be held.
The news comes on the heels of criticism of the switchover from some analysts.
The Department of Culture, Media and Sport select committee invited industry experts to assess the Government's plans.
Independent analyst Chris Goodall told MPs: "The problems with analogue switch-off range from the important to the severe.
"For a large fraction of the population - perhaps 20 per cent - digital terrestrial television represents nothing of benefit whatsoever. It is being imposed upon these people. It will be costly and extremely stressful - indeed the word 'traumatic' has been used."
Households will have to pay up to £300 to carry on watching TV if they have not converted by the switchover date, according to research published by Ofcom.
If they do not, they will be faced with a black screen.
One in ten households will be unable or unwilling to switch to digital by 2012, Ofcom said.
Three out of five homes in the UK have already converted to digital and the growth rate is currently six per cent per year.
But Ofcom warned: "Some households will not have voluntarily switched their main TV by the time of switchover in their region.
"To continue to be able to watch any TV at all, they will need to change to a digital service."
The total cost of turning these homes digital will be £572 million between 2008 and 2012. The average switchover cost will be £132 per household, based on a home with two TV sets and one video recorder.