It occured here in Lincolnshire today, and other parts of the Country too. Fortunately we upgraded all our stuff earlier this year but other people down the road were out on the street panicing. My next door neighbour didn't have a clue what had happened and is a complete technophobe, but stopped me from mowing the lawn to ask for advice. When I started mentioning freeview, and sky, and freesat, I think I just made matters worse by confusing the hell out of them. A few hours later an Audio/Visual van pulled up outside their house so I guess they got something done.
It was very strange seeing lots of people coming out of their houses, all looking up at their roofs at the aerials lol, and the general sense of genuine panic. It was even being mentioned on the local BBC Radio station. We'd got like 20 annoying reminders of the switch over through the post over the past 6 months, but I guess people didn't read them.