SwitchCo, the organisation which will co-ordinate the country's switchover to digital television, launched today, admitting the task ahead will be a "great challenge."

SwitchCo has been formed at Government request by the public service broadcasters BBC, ITV, Channel 4, five, Teletext and S4C and the digital terrestrial television multiplex operators Crown Castle UK Ltd and SDN, all of whom are represented on its management board and provide funding. Also on the board are two positions representing the interests of the supply chain (television equipment manufacturers, retailers and aerial manufacturers and installers). SwitchCo will work closely with the DCMS, the DTI and Ofcom.

SwitchCo is an impartial, not-for-profit organisation and will inform consumers of all their options to receive digital television, whether through an aerial (digital terrestrial) or via cable, satellite or DSL (TV through a telephone line).

Ford Ennals, SwitchCo Chief Executive, said: "Digital television is a great UK success story - almost 60% of households have already made the switch. But moving the whole country to digital will be a great challenge. My first task will be to start a dialogue with television viewers, consumer groups and other important stakeholders to get their views so we can begin to shape our communication plans."