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Digital Television (DTV) Transition Campaign Overview PowerPoint Presentation
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Digital Television (DTV) Transition Campaign Overview

Digital Television (DTV) Transition Campaign Overview

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Digital Television (DTV) Transition Campaign Overview

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  1. Digital Television (DTV) Transition Campaign Overview

  2. DTV Awareness Awareness jumps to 91% nationally

  3. DTV Transition Awareness NAB Survey Fielded May 2008 State by state data currently being analyzed News releases on state-by-state awareness coming out in the next two weeks NAB will distribute awareness data to our primary station contacts list Goal: Distribute important info to stations while creating news about the transition

  4. Digital Television (DTV) Transition Campaign Overview

  5. Government Actors NTIA • 15,302,839 coupon applications received from 8,077,114 households • 2,346,855 coupons redeemed • 184,583 coupons expired • Average daily order: 103,398 coupons per day • 86 converter boxes certified, 20 with analog pass through • Retail certifications closed; last retailers trickling in

  6. Government Actors Most coupon applications • Texas: 1,414,131 21% OTA 1,715,000 OTA households • California: 1,431,621 16.5% 1,990,900 • Michigan: 678,354 14.5% 566,100 • Pennsylvania: 683,704 9.6% 465,840 • Illinois: 819,666 17.1% 801,940 • Ohio: 702,918 15.9% 720,800 • Florida: 718,185 8.9% 637,410 • New York: 676,413 9.5% 668,330 • Indiana: 476,793 18.6% 453,380 • Missouri: 437,479 20.9% 478,030 (as of 5/30) Numbers available by state and zip at

  7. Government Actors NTIA Coupon Distribution • NTIA began taking orders Jan. 1 – started distributing coupons on 2/17/08 • Two weeks to process applications – additionally, working through a backlog • With coupons, consumers get list of local retailers, web retailers, and catalogs accepting the coupon • Coupons expire 90 days after delivery of coupon • Consumers cannot re-apply for coupons – yet

  8. Government Actors NTIA Certifications: Boxes • 86 DTV converter boxes are certified for purchase with coupon • EchoStar box retails for $39.99 (Coupon is $40) • 20 boxes have analog “pass-through” option • Boxes certified for coupons cannot have analog tuners • See for updated lists of boxes

  9. Government Actors NTIA Certifications: Retailers • 1,735 retailers, representing over 19,100 stores are participating in coupon program • Includes leading retailers: Best Buy, Circuit City, Wal-Mart, Sam’s Club, Radio Shack • New retailers: Sears & Target • No new retailers can enter program (March 31 deadline)

  10. Digital Television (DTV) Transition Campaign Overview

  11. Challenge: Low Power Low power stations remain in analog • Issue: Boxes without “analog pass through” option block analog signals • Low power stations – community broadcasters, Class A, translators – stay in analog; stations across border in analog • Extremely complicated message for low-power viewers – community broadcasters and translators • Low power message can and will confuse full-power viewers if disseminated widely • NAB concerned with translator issue

  12. Challenge: Low Power Solutions NAB crafted plan to educate consumers on DTV Market identification: Complete Web provides info for consumers National retailer outreach: Complete Local station meetings: Ongoing Local retailer outreach: Ongoing DTV Speaker’s Bureau activation: Complete LPTV Action Spots: Complete – distributed in April

  13. Challenge: Antennas Antennas maximize reception… But in some cases, are necessary to upgrade • Problem: 1295 stations relocating to a channel different than their NTSC channel; many across bands • UHF antennas can’t pick up low VHF, and vice versa • Stations moving from UHF to VHF, or from VHF to UHF, need to talk about antennas • Problem: “Digital cliff” effect • Solution: Antenna spots in next round of DTV action spots • Solution: Talk about antennas in newscasts • Solution: Multidirectional antennas like these

  14. Digital Television (DTV) Transition Campaign Overview

  15. Best Practices Station Analog Shut-Off Tests Simulating digital-only during newscasts KVBC-TV (NBC) in Las Vegas and KGMB-TV (CBS) in Honolulu Market-wide tests Orlando, FL on June 25th 11 stations, excluding Fox affiliate 1 minute shutoff test at 7:59 p.m. 2 more tests before the end of the year Omaha, NE in planning stages

  16. Best Practices KVBC-TV Case Study “Pulling the Plug” Station simulated analog shut-off during several of its newscasts on May 2nd Viewers saw cable getting pulled in control room Used static graphic with DTV phone number and website Crawl with DTV Answers logo and information

  17. Best Practices On the Phone: Lisa Howfield General Manager KVBC-TV (NBC) Las Vegas

  18. Digital Television (DTV) Transition Campaign Overview

  19. Industry and Consumers DTV Transition Coalition • 232 members, up from eight last year • Industry, consumer, grassroots organizations • Monthly meetings at NAB are national “forum” of DTV issues • Organizations have pledge to distribute DTV materials to their membership • State-level coalitions in early stages in Nevada, Ohio, Michigan, Minnesota and Maine • Mailed DTV information to all state public utility commissions

  20. Outreach: DTV Action Spots DTV Action Spots • Six spots released thus far • Fed by satellite (Re-fed on 4/4) • Scripts available at: • State associations instrumental in getting word out about spots 30 minute educational TV program • Focus: A-Z of DTV transition, with special focus on converter boxes • Shot and distributed in SD, HD, English, Spanish • Fed by satellite in mid-March • Format/timing sheet available at:

  21. Outreach: DTV Toolkits DTV Toolkits With help of SBA’s, DTV toolkits were sent to educate elected officials at the federal, state and local levels Sample speeches, op-eds, press releases PowerPoint presentation Web banner ads Background info sheet Talking points Marketing collateral Flash countdown clock

  22. Outreach: DTV Toolkits Toolkits sent to: All 535 members of Congress Governors, Lt. Governors, Sec’s of State 7600 state legislators Mayors of 200 largest big cities State aging agency directors State municipal association executive directors State county association executive directors Working with National League of Cities to distribute e-kits to municipal officials Next step: E-kits to state legislators and local officials

  23. Outreach: Media Relations Media outreach • Launching weekly email to reporters with updates about DTV transition, coupon program and NAB campaign • Electronic press kit sent to reporters nationwide • 19,000 contacts with reporters since early 2007 • Over 7,500 stories generated, with increasing frequency, in all 50 states • Reporter briefings: New York, Chicago, Silicon Valley, Washington D.C. • Facilitating media briefings with state broadcaster associations in 50 state capitals

  24. Outreach: Online • Launched in March 2007 • Best consumer Web site on DTV • Link to, or use copy for station Web sites • Banner ads to promote site available at • Station tools available at

  25. Outreach: DTV Road Show 600 Events Nationwide First Step: We Contact State Assn’s DTV Trekker stop at NBC 4 Fitness Expo in Washington, DC

  26. Outreach: DTV Road Show How NAB promotes DTV Trekker • News Alerts • Phone contact with news desks of stations, newspaper reporters • E-mail alert to GM of stations in market • E-mail from NAB to group executive • State broadcaster associations notified • Participation by local broadcasters maximizes events

  27. Outreach: DTV Road Show Recent Visits OK Assoc. of Broadcasters (Oklahoma City) Phoenix, AZ San Antonio, TX New York, NY Upcoming Visits Memphis, TN (6/12) San Diego, CA (6/13) Detroit, MI (6/20) Minnesota (Late August)

  28. Outreach: Speakers Bureau DTV Speakers Bureau • Purpose: Utilize industry’s grassroots and personnel resources as a “ground campaign” to compliment “air campaign” of spots and news coverage • Goal: 8,000 speaking engagements • Audiences: Rotary clubs, Kiwanis clubs, retirement centers, manufacturing plants, schools, etc.

  29. Outreach: Speakers Bureau DTV Speakers Bureau • 1,091 speakers registered thus far from 665 stations and broadcaster associations • 3200+ engagements booked • 1720+ engagements completed • Average audience: 128 (Goal is 125)

  30. Outreach: NAB to Stations NAB Station Outreach • Webcasts • First webcast: December 5, 2007 • Second webcast: January 31, 2008 • Third webcast: April 4, 2008 • Schedule: Every 6-8 weeks • Webcasts archived at:

  31. Outreach: NAB to Stations Resources • All station tools available at: • DTV Style Guide and Messaging Toolkit • Graphic elements available for stations: • Station Checklist: • “Cheat Sheet” to handle viewer phone calls • Sample op-ed on DTV Transition • Teaser copy for station news stories: • Sample crawls for stations:

  32. Digital Television (DTV) Transition Campaign Overview

  33. DTV Transition Wilmington Experiment Four commercial TV stations – WWAY (ABC), WILM (CBS), WECT (NBC) and WSFX (Fox) go exclusively digital September 8, 2008 at 12pm Public station, WUNJ, not participating – cites concerns over emergency weather Other low power stations not participating

  34. DTV Transition Wilmington Experiment Challenges Wilmington Awareness: 89% aware that TV is going digital, but… 31% believe it is happening February 17, 2009 19% believe it is happening September 8, 2008 A lot of “unlearning” to do

  35. DTV Transition Wilmington Experiment Other challenges 66% of viewers in Wilmington view programming originating outside of the market CBS station (WILM) is low power and does not reach entire DMA Public station WUNJ is promoting February date Confusion: These viewers will see PSAs promoting two different transition dates

  36. DTV Transition Wilmington Experiment Other Challenges Network, syndicated spots: Networks and syndicators are running national spots promoting a February 17, 2009 transition – all of which must be blocked by stations Vacation Homes: Thousands of vacation homes may have antennas, but homeowners may not be there to upgrade before September 8

  37. DTV Transition Wilmington Experiment Broadcasters taking action Public Service Announcements Four commercial stations have produced their own Wilmington spots NAB is producing Wilmington versions of our national spots NAB working with radio stations to promote transition Extensive news coverage of transition

  38. DTV Transition Wilmington Experiment Web site: NAB purchased for stations to educate viewers Grassroots DTV Speakers Bureau: Eight broadcasters trained to speak at local venues National Black Church Initiative in Wilmington DTV Trekker: Road Show to visit Wilmington full two weeks before switch Stations are contacting retailers, property managers

  39. DTV Transition 258 Days Left!