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Digital Television (DTV) Transition Campaign Overview

Digital Television (DTV) Transition Campaign Overview. 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

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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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