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It's coming!. Are our viewers ready?. The Challenge By FCC mandate, on February 17, 2009, all over-the-air broadcast stations will cease transmitting an analog broadcast signal.
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The Challenge By FCC mandate, on February 17, 2009, all over-the-air broadcast stations will cease transmitting an analog broadcast signal. Any over-the-air viewer without a digital tuner or a digital set-top converter box will no longer be able to view over-the-air TV.
Our viewers are confused. • Most (an estimated 69%) lack basic information about the digital transition. • Older viewers, a primary audience for our programming, will be particularly challenged as will non-English-speaking viewers. • Many of those who are aware, fall into the “informed procrastinator” category. They’ll wait to make the switch until they absolutely have to.
The Target Audience • All broadcasters are in the same situation and will be working to educate general OTA viewers. • Reaching our OTA viewers/donors should be our primary focus. • They are loyal viewers who have a strong relationship with their local public television stations. • Losing them could translate to losing 21 percent of our total membership. • Cable/satellite viewers will not be affected by the transition, but if they want digital and HD channels they’ll have to upgrade their packages. AND they don’t necessarily carry our digital/HD channels.
Keep it simple. • By law, that way you get television is changing on February 17, 2009. • If you get television through an antenna, you don’t need to by a new set or subscribe to cable or satellite. All you need is your antenna and a low-priced digital converter box that fits on top of your TV. It’s that simple. And… IT’S ALLFREE!
Converter Box Coupon Program. • Can apply now at www.dtv2009.gov or by calling 1-888-388-2009. • Each household can request two $40 coupons to use toward the purchase of converters. Apply before March 31, 2008. • Coupons mailed with list of certified retailers by mid February. • Do a drawing for boxes in Pledge. Or make boxes available to those who pledge at a certain level. • Buckslips in membership mailings. • Interviews on “Contact” • On-air spots. • Articles in program guide/ e-news.
Keep it positive. • The shut-off affects ALL OTA viewers. We’re a trusted source to help them be prepared. • They can still get FREE TV without replacing their TVS. A converter box will instantly provide all of our digital channels PLUS better picture and sound. • They don’t have to wait for the shut-off to start enjoying digital TV. • Position the conversion as a positive step toward MORE TV WORTH WATCHING.
Make commercial broadcastersour allies. • Work with commercial broadcasters in our market on strategies for informing viewers. • Collaborate with state broadcasting association on a coordinated market-wide campaign including spots all stations can air and a half hour program all stations can simulcast.
Make your staff your ambassadors • Put together an internal team to take the lead. • Prepare a presentation for staff and public. • Hold regular lunch meetings for entire building with plenty of time for Q and A. • Provide hand-outs to entire staff. Provide extra copies for friends and neighbors. • Meet with individual departments for more details on the conversion. They’re consumers as well as employees. • Hold intensive trainings for frontline people. • Set up a converter box so they can see how it works.
Use all available tools to inform members/donors. • Use materials from PBS, NAB. Bring in NAB DTV Truck and speakers. • Hold monthly workshops at station with small groups of donors. • Buck slips in membership mailings. Can be easily updated/adapted. • Survey members during Pledge. Viewer Services asks same questions of callers. Talk about the transition during Pledge. “You may have heard….” “We’re here to help.”
Create fact sheet. Two--sided one sheets that include a list of FAQ and directs viewers to the web or Viewer Services for more details. Easily updated and customized. Mail to all callers who Pledge. Distribute at all station events, screenings. Include as a two-page spread in program guide. Use as ads. Take stacks to underwriters to distribute to clients/customers. Work with AARP, libraries, senior centers to distribute fact sheets/ do presentations. Make them available in English and Spanish. Run spots on V-me offering Spanish-language one-sheets.
Use our air. • On-air spots/fillers touting our digital channels. • On-air spots/fillers addressing the shut-off. • Tape regular “Contact” episodes with digital updates, explanations. • Segments on “Utah Now.” • Broadcast half-hour program in conjunction with local broadcasters. Stream it on line. Broadcast often.
Enhanced DTV site on Web. • Detailed information, easy to update, can direct people there for more information. • How to switch, how to get a coupon, how to hook up a converter box, what to look for in a digital set, FAQs, Myths and Facts, TV spots, etc. • Links to other sites. • NAB will let you use elements of their site or lift it whole.
Publications. • Monthly articles in program guide. • Include fact sheet in program guide. • Special issue of program guide on “Our Digital Future.” On-air spots direct members to the issue. “If you’re not a member, call to get a Fact Sheet.” Print enough extras for workshops, events. • Include grids for digital channels in the guide. • Include regular messages in weekly E-News, with links to our web site. • Work with local press to offer help.
Make cable and satellite providers our friends. Convince service providers to carry our digital channels -- NOW. Work with them to develop specific strategies to promote our digital channels they do carry. Some or all satellite providers may never carry all of our digital channels. Direct viewer questions to paid service providers.
Check out other web sites. • PBS www.pbs.org/dtv • APTS www.apts.org • NAB www.DTVAnswers.com • FCC www.DTV.gov • Coupons www.dtv2009.gov
