After 2am next Sunday, there will be a good number of people in Hawke's Bay who will not be watching television in the wake of a switchover from analogue to digital transmissions - and Going Digital general manager Greg Harford accepts that.
"They will have made that choice," he said during a visit to the Bay yesterday to check out the final stages of the big switch.
"For some people, television will not be a priority. There will be people who have a television set but hardly watch it - in the days after analogue goes off, they will likely make the choice whether to go digital or not."
With just five days to go before the switchover, Mr Harford said he would be surprised if anyone in the Bay community was not aware it was happening - although he did couch that by adding "almost everyone in Hawke's Bay knows".
Possibly, he conceded, there may be some who did not.
"But we have put everything into getting the message out and across."
Going Digital has had nine advisers out in the field carrying out doorknocks to more than 21,000 homes, and staging displays and question-and-answer opportunities.
It had also used leaflet drops, radio and television promotions and online and telephone consultation points.
Its campaign had been based on awareness programmes run in Australia and the UK, where the digital take-up for television transmission was almost complete.
"It worked well there and I think we've done all we could here."
Mr Harford said he planned to be up for the switch, which would coincide with the switch to daylight saving at 2am.
"I'll have to find a television set on analogue though ... there aren't many about, which is a good thing."
The Going Digital roadshow will be back out on the streets through until Sunday, with Bay community adviser Murray Sawyer giving one final slice of advice.
"The time for putting it off is over as it is now just days until Hawke's Bay goes digital. If you haven't got Freeview or SKY by September 30, then you simply won't be able to watch anything on television at all."
He said anyone with any concerns or questions about the switch could chat with Going Digital staff who wiould set up at four Bay locations.
Today: Pak'nSave, Napier, 10am-3pm.
Tomorrow, September 27: Kmart Plaza, Hastings, 10am-4pm.
Friday, September 28: The Warehouse, Napier, 10am-4pm.
Saturday, September 29: The Warehouse, Hastings, 10am-3pm.
Alternatively, visit: www.goingdigital.co.nz or phone 0800 838 800.