Digital Television DTV

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Digital Television (DTV) Transition Campaign
Overview
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(No Transcript)
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DTV Awareness
Awareness jumps from 49-83 among OTA HHs after
TV spots
Source NAB surveys, Aug. 05, Jan. 07, Sept.07,
Jan. 08
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DTV Transition Awareness

• NAB Survey
• New survey data being gathered antenna questions
• Explore awareness in high LP/translator areas
• Statistically significant results for all 50
  states
• Results expected by end of May

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Government Actors

• NTIA
• 5.23 million households have ordered 9.9 million
  coupons (as of April 7, 2008)
• Roughly 45 of total coupon allocation
• Demand for coupons now averaging 80-85K per day
• 60 of applications through Internet site
  (www.DTV2009.gov)
• 40 through phone (888-DTV-2009), mail and fax
• Applications Roughly 50 broadcast-only
  households, 50 cable plus OTA

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Government Actors

• Most coupon applications
• Texas 824,696 21 OTA 1,715,000 OTA households
• California 855,446 16.5 1,990,900
• Michigan 456,698 14.5 566,100
• Pennsylvania 479,688 9.6 465,840
• Illinois 515,645 17.1 801,940
• Ohio 459,165 15.9 720,800
• Florida 445,951 8.9 637,410
• New York 417,868 9.5 668,330
• Indiana 313,147 18.6 453,380
• Missouri 266,077 20.9 478,030
• (as of 4/4) Numbers available by state and zip at
  ntiadtv.com/coupon_stats.cfm

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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

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Government Actors

• NTIA
• Certifications Retailers
• 1,100 retailers, representing over 11,000 stores
  are participating in coupon program
• Includes 8 of 10 top retailers, including Best
  Buy, Circuit City, Wal-Mart, Sams Club, Radio
  Shack
• No new retailers can enter program (March 31
  deadline)
• 66 boxes certified by NTIA

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Government Actors

• NTIA
• Certifications Boxes
• 66 DTV converter boxes are certified for purchase
  with coupon
• EchoStar box retails for 39.99 (Coupon is 40)
• Seven boxes have analog pass-through option
  including
• DIGITAL STREAM DX8700
• DIGITAL STREAM DSP7700T
• ECHOSTAR TR-40
• RCA DTA800B1
• Magnavox TB-100MG9
• Philco TB150HH9
• Philco TB100HH9
• Boxes certified for coupons cannot have analog
  tuners
• See www.ntiadtv.gov for updated lists of boxes

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Digital Television (DTV) Transition Campaign
Overview
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Major Challenges

• Three major challenges between now and February
  2009
• Low power
• Coupon processing
• Antenna issues when stations switch bands
• One minor challenge
• Viewers must re-scan their sets or converter
  boxes after 2/17/09

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Challenge Low Power

• Low power stations stay in analog
• Issue NTIA prohibited analog tuners in certified
  boxes and neglected to require analog pass
  through
• Boxes without pass through option block analog
  signals must be disconnected for viewer to see
  analog programming
• Low power stations community broadcasters,
  Class A, translators stay in analog stations
  across border in analog
• Example 1 Viewer gets analog from one
  translator, digital from a tower ?Cannot easily
  interface
• Example 2 Spanish speakers will see El Paso
  programming in digital, Ciudad Juarez
  programming in analog

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Challenge Low Power

• Low power is confusing
• Little public awareness on whether stations are
  HP or LP
• Community broadcasters estimate national audience
  of 800,000, but
• No Nielsen data on LP households, nor estimates
  on number of households affected
• Bad Extremely complicated message for low-power
  viewers community broadcasters and translators
• Worse Low power message can and will confuse
  full-power viewers if disseminated widely

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Option 1 Buy New TV Set

• All new TV sets have digital and analog tuners
• All viewers need is a VHF/UHF antenna
• One remote

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Option 2Converter Box withRF Pass-Through
RF
RF

• Use converter box remote for digital stations
• Turn box off for analog stations
• Tune analog stations with TV remote

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Option 3Converter Box without RF Pass-Through
splitter
RF
RF
Video/audio

• Splitter needed 9.99 at Radio Shack
• Use converter box remote for digital stations
  with TV on Line Input
• Tune analog stations with TV remote and TV on
  Antenna Input

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Option 4 Converter Box without RF Pass-Through
splitter
B
A
A/B switch
RF

• Splitter and A/B switch (14.99 at Radio Shack)
  needed
• Use converter box remote for digital stations on
  A input
• Tune analog stations with TV remote on B input

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(No Transcript)
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Challenge Low Power

• DMAs with 30 translators

• Las Vegas, NV
• Los Angeles, CA
• Medford/Klamath Falls, OR
• Minneapolis/St. Paul, MN
• Oklahoma City, OK
• Phoenix, AZ
• Portland, OR
• Reno, NV
• Salt Lake City, UT
• San Francisco/Oakland/San Jose, CA
• Seattle/Tacoma, WA
• Spokane, WA

• Albuquerque, NM
• Amarillo, TX
• Billings, MT
• Boise, ID
• Chico/Redding, CA
• Colorado Springs/Pueblo, CO
• Denver, CO
• Duluth, MN
• Eugene, OR
• Great Falls, MT
• Greenville/Spartanburg, SCAsheville, NC
• Idaho Falls/Pocatello, ID

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Challenge Low Power

• Solutions
• NAB crafted plan to educate consumers on DTV
• Market identification
• Web site www.LPTVanswers.com provides info for
  consumers
• Spots NAB will produce and distribute spots to
  stations with translators explaining low power
  issues to community stations
• National retailer outreach
• Local station meetings
• Local retailer outreach
• DTV Speakers Bureau activation
• Topic of discussion at NAB2008

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Challenge Coupon Process

• Coupons take two weeks to process
• Issue Consumers who wait until the last two
  weeks will lose TV reception unless they buy box
  without coupon
• Survey 21 of coupon applicants will wait until
  the last two weeks
• Government-funded incentive for viewers to lose
  reception
• Industry could receive blame for viewers not
  upgrading, but will also lose viewers during
  sweeps

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Challenge Coupon Process

• Solutions
• Spots NAB will produce a last chance to get
  your coupon spot, for release in January, 2009
• Spots NAB will urge kill date on all coupon
  spots as of February 1, 2009
• Coverage NAB will promote issue heavily in Pulse
  and through station communications
• Coupon push Effective marketing efforts could
  result in distributing all available coupons

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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 cant pick up low VHF, and vice
  versa
• Stations moving from UHF to VHF, or from VHF to
  UHF, need to talk about antennas
• Solution Market-by-market and station-by-station
  approach
• Solution Promote antennas that receive UHF and
  VHF
• Solution Distribute spots and example scripts

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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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Challenge Re-Scanning

• Re-scanning channels is crucial
• Channels will move around as 2/17/09 approaches
• Stations can maintain branding for their channels
  because of PSIP (Program and System Informational
  Protocol), but
• Viewers will need to re-scan if channels that
  were previously received disappear and after
  2/17/09 when the channel relocations must be
  completed
• This is a Phase III message for consumers
• NAB will distribute materials to stations urging
  appropriate messaging

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Digital Television (DTV) Transition Campaign
Overview
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Industry and Consumers

• DTV Transition Coalition
• 220 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
• AARP is now engaging state chapters

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Outreach DTV Action Spots

• DTV Action Spots
• Six spots released thus far
• Fed by satellite (Re-fed on 4/4)
• Scripts and downloadable video available at
  www.dtvanswers.com/actionspots
• 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
  www.dtvanswers.com/formats

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Outreach DTV Toolkits

• DTV Toolkits
• With help of SBAs, 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

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Outreach DTV Toolkits

• Toolkits sent to
• All 535 members of Congress
• Governors, Lt. Governors, Secs 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

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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

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Outreach Online

• DTVAnswers.com
• 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
  www.dtvanswers.com/toolkit
• Station tools available at www.dtvanswers.com/memb
  ertools

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Outreach DTV Road Show

• 600
• Events
• Nationwide
• First Step
• We Contact
• State Assns

DTV Trekker stop at NBC 4 Fitness Expo in
Washington, DC
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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

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Outreach DTV Road Show

• Recent Visits
• OK Assoc. of Broadcasters (Oklahoma City)
• Phoenix, AZ
• San Antonio, TX
• Upcoming Visits
• Salt Lake City, UT (4/25)
• California Tour (May-June)
• Harrisburg, PA (5/5)
• Columbus, OH (5/7)
• Minnesota (Late August)

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Outreach Speakers Bureau

• DTV Speakers Bureau
• Purpose Utilize industrys 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.

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Outreach Speakers Bureau

• DTV Speakers Bureau
• 1,040 speakers registered thus far from 656
  stations and broadcaster associations
• 2200 engagements booked
• 750 engagements completed
• Average audience 128 (Goal is 125)

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Outreach NAB to Stations

• NAB Station Outreach
• Webcasts
• First webcast December 5, 2007
• Second webcast January 31, 2008
• Schedule Every 6-8 weeks
• Webcasts archived at www.dtvanswers.com/webcasts

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Outreach NAB to Stations

• Resources
• All station tools available at
• www.dtvanswers.com/membertools
• DTV Style Guide and Messaging Toolkit
• Graphic elements available for stations
  www.dtvanswers.com/graphicelements
• Station Checklist www.dtvanswers.com/checklist
• Cheat Sheet to handle viewer phone calls
• Sample op-ed on DTV Transition
• Teaser copy for station news stories
  www.dtvanswers.com/teasercopy
• Sample crawls for stations www.dtvanswers.com/cra
  wlscopy

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DTV Transition

• 315 Days Left!

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Digital Television (DTV) Transition Campaign
Overview