Digital Television (DTV)

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Digital Television (DTV) Transition Campaign
Overview
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DTV Transition

• DTV Transition Basics
• Analog broadcasts end at 1159 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

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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
• Viewers must take action to upgrade, or will lose
  reception

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DTV Transition

• Consumer Options
• Purchase a new TV set with a digital tuner
• All TVs 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 service
• Cable, satellite or telephone company TV service
• Antennas will maximize reception

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DTV Transition

• Consumer Education Campaign Audience
• Broadcast Households
• 17 (19.6m) of American households are
  exclusively OTA
• 31 (34.5m) of American households have at least
  some OTA
• 69 million analog TV sets affected
• Disproportionately Affected Groups
• Seniors
• Minorities
• Low Income
• Rural Areas

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DTV Awareness
Awareness up to 49 before any TV spots
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DTV Transition
gt30 OTA
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DTV Transition
gt25 OTA
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DTV Transition
gt20 OTA
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Broadcast-Only Households

• Illinois 801,940 (17.1)
• Indiana 453,940 (18.6)
• Michigan 566,100 (14.5)
• Wisconsin 504,760 (23.0)
• National 19,600,000 (17.0)
• Source NAB analysis of Nielsen Research data.

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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

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DTV Transition

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

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DTV Transition

• IBM
• Retailer certifications
• Box certifications
• 1-800 call center
• Coupon application, distribution, redemption
• Ketchum
• PR
• Consumer education for seniors, minorities, low
  income, and disabled

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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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DTV Transition

• Converter Box Coupon Program
• January 1, 2008 NTIA will begin distributing 40
  coupons toward the purchase of certified
  converter boxes
• Two coupons available per household
• Coupons may not be bundled each coupon can be
  used toward one box
• Coupons expire after 90 days

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DTV Transition

• An LG Electronics prototype digital-to-analog
  converter box

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DTV Transition

• Converter Box Coupon Program
• Open availability no means testing
• Enough to fund 37 million coupons
• 69 million analog sets are currently used for
  television
• 1.5 billion allocation
• First 990 million to any household that applies
• Last 510 million to broadcast-only households
• Certified boxes must be basic
• Limited special features on coupon-eligible boxes

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DTV Transition

• Converter Box Coupon Program
• Applications begin January 1, 2008
• By phone (1-888-DTV-2009)
• Web site (www.mydtv2009.gov)
• Mail (applications will be available at U.S. Post
  Offices)

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DTV Transition

• Converter Box Coupon Program
• Coupon Distribution
• Two weeks to process applications
• With coupons, consumers get list of local
  retailers, web retailers, and catalogs accepting
  the coupon
• Coupons not distributed until retailers are
  participating in that area
• 90 day expiration begins upon delivery of coupon

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DTV Transition

• Coupon Program
• Box Certifications
• Digital Stream (Two models)
• LG Electronics (One Zenith model, one for a
  retailer brand)
• Retailer Certifications
• 48 retailers certified mostly smaller stores
• No big box stores as of 11/24/07

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DTV Transition

• Coupon Program Challenges
• Consumers can apply for coupons starting January
  1, but
• Boxes wont be ready for purchase in many markets
• Retailers dont want certification to interfere
  with Holiday selling season
• Manufacturers wont begin production until they
  have orders from retailers
• NTIA will take orders for coupons, but not
  deliver coupons until retailers place boxes on
  shelves
• Broadcasters wont push converter boxes until
  theyre available for purchase to avoid confusion

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DTV Transition

• Other Challenges
• Best Buy Wont sell boxes with coupons until
  April, 2008
• Radio Shack 7,400 stores but no commitment by
  date
• Wal-Mart Scuttlebutt that theyll participate as
  of 2/17/08
• ?Converter box availability will vary from market
  to market

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DTV Transition

• Solution Market by market approach
• Spots NAB will distribute spots promoting coupon
  option beginning February, 2008
• NAB will work with NTIA to notify stations when
  converter boxes are available at local retailers
• Stations Partner with retailers for sponsored
  DTV action spots

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DTV Transition

• Other Challenges FCC Draft Mandate
• FCC Chairman Kevin Martin has proposed a new
  regulation on broadcasters that mandates the
  airing of spots.
• November 2007 March 31, 2008
• 4 PSAs per day, with one PSA and one crawl in
  each 6-hour daypart
• PSAs of at least 15 seconds in duration crawls
  of at least 60 seconds in length

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DTV Transition

• FCC Draft Mandate
• April 1, 2008 September 30, 2008
• 8 PSAs and crawls per day
• 2 PSAs and crawls in each 6-hour daypart
• October 1, 2008 March 31, 2009
• 12 PSAs and crawls per day
• 3 PSAs and crawls in each 6-hour daypart

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DTV Transition

• Other FCC Mandate Requirements
• Language Information must be in same language as
  the majority of programming on the station
• Promote Govt Web sites Crawls must refer to the
  Feb. 17 date and refer viewers to the relevant
  government Web sites for further information
• Content PSAs need to inform viewers what they
  must do to keep receiving television and must
  include details of the particular station airing
  the PSA

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DTV Transition

• Broadcaster Commitment
• October 15 Press Conference
• Broadcasters 697 million media plan
• Independent agency, Starcomm Mediavest analysis
  of Broadcaster plans
• 1085 television stations committed

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DTV Transition
Broadcasters commit 697m to consumer education
at October 15 press conference.
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DTV Transition

• 98,000,000,000 impressions through
• DTV Action Spots
• Crawls, snipes and news tickers
• 30 minute television program
• 100 day Countdown Clock
• Grassroots initiatives
• Figures exclude impressions generated by news
  coverage

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DTV Transition

• Local broadcasters deserve a heaping of praise
  for their good work in telling Americans about
  the coming transition to digital TV.
• Reps. Joe Barton (R-TX) and Fred Upton (R-Mich.)
  in joint statement, October 15, 2007
• I applaud the broadcast industry for putting
  forth a strong effort to educate Americans about
  the transition to digital TV through a
  comprehensive campaign that includes
  Spanish-language public service announcements.
• Rep Hilda Solis (D-Calif.)

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DTV Transition

• NABs DTV Campaign
• Components
• Research
• Media
• Grassroots initiatives

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DTV Transition

• Research
• New Poll Smith Geiger and Associates (9/12-21)
• Sample 1,200 broadcast-only homes
• Key findings in next presentation

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DTV Transition

• Media
• DTVanswers.com
• Best consumer Web site on DTV
• Link to, or use copy for your station Web site
• Banner ads at www.dtvanswers.com/toolkit
• Graphics for spots, newscasts at
• www.dtvanswers.com/graphicelements

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DTV Transition

• Media outreach
• 16,000 contacts with reporters
• Over 5,000 stories generated
• Reporter briefings New York, Chicago, Silicon
  Valley, Washington D.C.
• With state broadcaster associations, facilitating
  briefings in 50 state capitals

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DTV Transition

• DTV Speakers Bureau
• Goal 8,000 speaking engagements across country
• Rotary clubs, Kiwanis clubs, retirement centers,
  manufacturing plants, schools, etc.
• 781 speakers registered thus far from 479
  stations and broadcaster associations

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DTV Transition

• DTV Speakers Bureau
• NAB will train, provide collateral, props, sample
  speeches, best practices, schedule events
• Over 400 speeches booked so far ahead of
  schedule
• In process of recruiting 1-3 speakers per station

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DTV Transition

• Speakers Bureau Registration
• Illinois 8 stations, 10 speakers
• Indiana 5 stations, 7 speakers
• Michigan 10 stations, 18 speakers
• Wisconsin 14 stations, 28 speakers
• Register online at www.DTVspeak.com

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• DTV Road Show
• Grassroots marketing initiative
• National scope
• Two trucks DTV Trekkers visit festivals,
  fairs, parades, sporting events, concerts

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DTV Transition

• 600
• Events
• Nationwide
• First Step
• We Contact
• Stations

DTV Trekker stop at Totally Tejas event in San
Antonio, TX
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DTV Transition

• How NAB promotes DTV Trekker
• DTV Trekker 20/10 TV Spot
• In production, distributed to stations ahead of
  events
• News Alerts
• Phone contact with news desks of stations
• E-mail alert to GM of stations in market
• We hope stations will cover
• State broadcaster associations notified
• Ideas for Trekker events Contact Vinnie
  Mascarenhas (vmascarenhas_at_nab.org)

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DTV Transition

• Outreach DTV Toolkits
• DTV Toolkits sent to educate elected officials
  and policymakers 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

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DTV Transition

• State and Local Govt Outreach
• DTV Toolkits sent to
• All 535 members of Congress
• Governors, Lt. Governors
• State Legislators majority, minority leaders
• State Legislators minority caucuses
• State aging agency directors
• State municipal association executive directors
• State county association executive directors
• Will be sent to
• All state legislators
• Mayors of 500 largest cities

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DTV Transition

• DTV Action Spots
• Formerly known as Public Service Announcements
• First spots distributed 9/18/07, Second
  distribution 10/9/07
• Contents
• 30 second spot (English, Spanish)
• 25 second spot (English, Spanish)
• 15 second spot (English, Spanish)
• Versions of all spots without VO
• Video Package
• Converter box footage
• Interviews

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DTV Transition

• Future DTV Action Spots
• Production United Front Media, Los Angeles
• Four new spots by March 31, 2008
• Ten spots between April 1, 2008-Feb. 17, 2009
• Distributed via satellite
• 30, 25/5 and 15 second versions
• Style guide, messaging toolkit and graphics
  package by end of year
• 30 minute educational DTV program, delivered in
  February (English and Spanish)

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DTV Transition

• Other Station Tools
• News coverage
• Crawls
• Snipes
• DTV Countdown Clocks
• Station Web sites
• Station Checklist
• Antennaweb.org
• Graphic elements (dtvanswers.com/graphicelements)

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Antennaweb.org
Website to help consumers select an appropriate
over-the-air antenna Increased popularity as DTV
transition moves forward NAB partnering with CEA
to update and co-sponsor the Web site
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DTV Transition

• NAB Station Outreach
• DTV Action Item e-mails
• Only with action-related materials
• Style Guide and Messaging Toolkit (December)
• DTV Action Spot feed notifications
• Marketing collateral available
• Package sent 10/30/07
• Most materials available online at
  dtvanswers.com/toolkit
• Brochures Contact vmascarenhas_at_nab.org

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DTV Transition

• DTV Transition Coalition

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DTV Transition

• DTV Transition Coalition
• Coalition of broadcasters, manufacturers,
  retailers, cable, affected groups all to
  educate consumers
• 184 organizations (List in packet)
• Some state broadcaster associations starting
  state-level coalitions with local retailers and
  groups check with state associations

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DTV Transition

• Checklist
• Join DTV Speakers Bureau www.dtvspeak.com
• Road Show Please e-mail any possible big events
  to Vinicia Vinnie Mascarenhas at
  vmascarenhas_at_nab.org

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DTV Transition

• 441 Days Left!