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Analog Shutoff Phone Bank Estimates

Analog Shutoff Phone Bank Estimates. L.W. “Hap” Griffin, PE VP - Engineering South Carolina Educational Television. Wilmington, NC is Market #134 with 13,890 OTA television households – only 7.4% of the total market – OTA penetration in SC considerably higher.

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Analog Shutoff Phone Bank Estimates

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  1. Analog Shutoff Phone Bank Estimates L.W. “Hap” Griffin, PE VP - Engineering South Carolina Educational Television

  2. Wilmington, NC is Market #134 with 13,890 OTA television households – only 7.4% of the total market – OTA penetration in SC considerably higher. • It was the national test market with an early analog turnoff on September 8th • All through the summer, there was a blitz of information covering all media • Fire departments were used to help install digital converter boxes • UNC-TV did NOT participate and are keeping their analog stations on until Feb 17th Experiences from Wilmington

  3. Experiences from Wilmington • Even after this extensive effort, the results were: • 1st day – 797 calls • 2nd day – 424 calls • First week – 2500 total calls – 18% of all OTA households • 20% reported problems setting up converter boxes • 22% reception problems • 29% coverage area differences with one station • 11% had trouble with converter box coupons • 8.5% aware of the transition but did not act • 3% not aware of transition • 6.5% other issues (cable, DBS, etc)

  4. Experiences from Wilmington • Quote from Dish Network: • Wilmington had hundreds of FCC-sponsored events and DISH Network assisted with dozens of these to help get the word out.  Most areas throughout the U.S. won’t receive a fraction of the attention Wilmington did, so the number of OTA households unaware of how the digital transition will impact them will be much greater. 

  5. SCETV Estimations • In SC, there are approximately 1,000,000 TV households (not counting those in our coverage areas in NC and GA) • In SC, approximately 25% of TV households have at least one TV that relies on OTA reception • 1,000,000 x 0.25 = 250,000 OTA households • Based on the 18% call rate from Wilmington (remember, Wilmington was highly prepared, it may be higher here)… • 250,000 x 0.18 = 45,000 calls to some TV station • The question is…how many of these will we get?

  6. SCETV Estimations • With 45,000 potential calls… • If ETV gets 5% of those calls… 45,000 x 0.05 = 2250 calls • If ETV gets 10% of those calls… 45,000 x 0.10 = 4500 calls • There are 34 TV stations in SC, 11 of which are ETV stations. • If a viewer looks in a phone book for a station to call, one out of every three listed are ETV stations. • In this case, we could get one out of every three of those 45,000 calls…15,000!

  7. SCETV Estimations (Members) • ETV Endowment households = 35,000 • OTA Endowment households… 35,000 x 0.25 = 8750 • If 20% of Endowment OTA households call (many Endowment members are seniors and are more likely to call than the general population)… • 8750 x 0.20 = 1750 calls • Endowment members are more likely to call us first

  8. If we get 20% of Endowment OTA households plus 5% of the non-member OTA households… • 1750 + (0.05)(250,000-8750) = 13,812 calls • If we get 20% of Endowment OTA households plus 10% of the non-member OTA households… • 1750 + (0.10)(250,000-8750) = 25,875 calls • Remember, that is only one out of every five member OTA households plus one out of every ten non-member OTA households! • Even if this is off by a factor of ten, that’s still 2575 calls! SCETV Estimations

  9. SCETV Estimations • If we assume a conservative 3000 calls over a five day period (2/16-2/20), that is still 600 calls per day • If our phone bank is open from 8:30 AM until 10:00 PM (13.5 hours per day)… • 600 / 13.5 hours = 45 calls per hour • Assuming 5 minutes per call… • 45 x 5 min = 220 call-minutes per hour = 4 operators • But calls will not be uniform and will come in waves • Will also be answering emails

  10. How many operators? • Schedule? Phone bank active dates and times? • How many operators at different times? Shift schedule? • Carry on through the weekend for the “How To” and “Lawrence Welk” crowd? • Who are the operators to be? • Training? Reference materials? Talking points? • One engineer per shift for difficult questions? • What number to call? Toll-free? How publicized? • Can the phone number for stations in phone books be used or routed to the phone bank? • Where will the phone bank be located? • Record keeping? Endowment membership promotion? • Special number or priority for members? • Support for operators (food, etc) Questions to be Answered

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