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Digital Television (DTV) Transition Campaign Overview

Join our DTV Transition Campaign Overview to learn about the analog to digital switch, consumer options, and government involvement. Discover the impact on viewers and how to ensure a smooth transition. Don't miss the latest updates on DTV resources and research findings.

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Digital Television (DTV) Transition Campaign Overview

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  1. Digital Television (DTV) Transition Campaign Overview

  2. Today’s Agenda 1 p.m. Introduction and DTV Policy Update Marcellus Alexander, NAB 1:25 p.m. DTV Campaign Overview Jonathan Collegio, NAB 1:45 p.m. DTV Research Overview Seth Geiger, SmithGeiger 2:10 p.m. DTV Resources Jonathan Collegio, NAB 2:15 p.m. Q&A

  3. DTV Transition • DTV Transition Basics • Analog broadcasts end at 11:59 p.m. Feb. 17, 2009 • Full power TV stations to broadcast exclusively in digital starting Feb. 18, 2009 • Broadcasters have spent over $5 billion updating infrastructure • 92% of stations already broadcasting in digital • Most remaining stations planning to “flash cut” from analog to digital

  4. DTV Transition DTV Transition Basics • Spectrum loss – 700 mhz band auctioned, allocated in part for “public safety” uses • Channels 52-69 no longer in TV band after Feb. 17, 2009 • Channels 63, 64, 68, 69 set aside for public safety

  5. DTV Transition • Station technical issues • Stations returning to NTSC channel: 517 • Stations permanently relocating to ATSC channel: 1178 • Stations moving to new channel: 117 • Stations flash-cutting from analog to digital: 137 • Most stations are moving. Coordination within market is crucial to a smooth transition.

  6. DTV Transition • DTV Transition Basics • Upside: Viewers Benefit • Crystal clear pictures and sound • More channels through multicasting • High-Definition (HD) broadcasting • Downside: Upgrade requires action • OTA viewers must take action to upgrade, or will lose reception

  7. DTV Transition • Consumer Options • Purchase a new TV set with a digital tuner • All TV’s distributed to retailers after 3/1/07 have digital tuners. • Cost: $99-up (low-end DTV sets are not LCD or flat screen.) • Purchase a digital-analog converter box • Cost: $50-70 • Expected in stores by “early 2008” • Federal government will distribute $40 coupons • Subscribe to a pay TV service • Cable, satellite or telephone company TV service • Antennas will maximize reception

  8. DTV Transition • Consumer education campaign Goals: • No viewer loses access to free broadcast television due to a lackofinformation about the DTV transition. • No viewer feels compelled to subscribe to a pay television service.

  9. DTV Transition Consumer Education Campaign Audience • Broadcast Households • 17% (19.6m) of U.S. HHs are exclusively OTA • 31% (34.5m) of U.S. HHs have at least some OTA • 69 million analog TV sets affected • Disproportionately Affected Groups • Seniors • Minorities • Low Income • Rural Areas

  10. DTV Awareness Awareness up to 49% before any TV spots Source: NAB surveys, January, September 2007

  11. DTV Transition >30% OTA

  12. DTV Transition >25% OTA

  13. DTV Transition >20% OTA

  14. DTV Transition • DTV Transition Law • Analog shut-off date set by 2005 Deficit Reduction Act, signed by President in 2006 • $1.5 billion for converter box coupon program, administered by National Telecommunications and Information Administration (NTIA) – part of Department of Commerce • $5 million of $1.5 billion for consumer education

  15. DTV Transition • Government Actors • U.S. Department of Commerce • National Telecommunications Information Administration (NTIA) • Administering coupon program • Contracted with IBM and Ketchum

  16. DTV Transition • IBM • Retailer certifications • Converter box certifications • Toll free call center (1-888-DTV-2009) • Coupon application, distribution, redemption • Ketchum • PR • Consumer education for seniors, minorities, low income, and disabled

  17. DTV Transition • Government Actors • Federal Communications Commission (FCC) • $3 million budget for consumer education • Promoting workshops, exhibits at conferences • Ruled that retailers must post notices on analog sets (March 1, 2007)

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