Getting Consumers Ready For

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Getting Consumers Ready For February 17,
2009 Marcellus Alexander Executive Vice
President, Television NAB
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• We must all hang together or most assuredly we
  will hang separately
• -- Ben Franklin

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DTV Transition

• DTV Transition Coalition
• Steering Committee
• NAB
• Association of Public Television Stations (APTS)
• MSTV
• Consumer Electronics Association (CEA)
• National Cable Telecommunications Association
  (NCTA)
• Leadership Conference on Civil Rights (LCCR)
• Consumer Electronics Retailers Coalition (CERC)
• LG Electronics
• AARP
• Broadcast Networks

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DTV Transition

• DTV Transition
• February 17, 2009
• All full-power broadcasters must complete
  transition to digital broadcasting by Feb. 17
  2009 at 1159pm.
• Mandated by Deficit Reduction Act of 2005

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DTV Transition

• Whos Affected?
• 19.6 million OTA-only Households
• 14.7 million HHs with some OTA
• Total OTA HHs 34.3 million
• Total OTA TV Sets 69 million
• Source of estimates NAB Research analysis of
  Spring 2006 Knowledge Networks/SRI Home
  Technology Monitor survey 2005-2006 Nielsen U.S.
  TV Household estimates.

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DTV Transition

• Disproportionately Affected Groups
• Seniors
• Minority Populations
• Low Income
• Rural Areas

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DTV Transition
How do consumers prepare for the DTV
transition? Three Options

• Purchase a digital-to-analog converter box
• Government providing 40 coupons starting Jan.
  2008
• Purchase a TV with a built-in digital tuner
• Subscribe to a pay TV service (i.e. cable,
  satellite, or telco video provider)

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What we have done...

• Research surveys / focus groups
• DTV Media Briefings NY, Chicago, Silicon Valley
  and Washington, DC
• Developed / distributed Congressional Tool Kits
• Capitol Hill briefings with House Senate
  staffers
• Helped coordinate Congressional DTV Caucus
• Organized DTV Transition Coalition161 orgs
• National Conferences DTV staff will attend 20
  in 2007
• Launched DTVanswers.com

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What were doing now...

• Finalizing DTV video package that will include
  PSAs, interviews, b-roll and graphicsmid Sept
  distribution
• Recruiting for Speakers Bureau8k planned
  engagements reaching 1M people by Feb 09
• Developing DTV toolkits for state local elected
  officials
• Scheduling more national reporter briefings
• Working with NTIA and IBM on their coupon program

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What well do next

• DTV Road Show200 cities/500 events by 2/17/09

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DTV Transition

• DTV
• Road Show
• 500
• Events
• Nationwide
• (MME Marketing, Atlanta)

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What well do next

• DTV Road Show200 cities/500 events by 2/17/09
• DTV Day on Capitol Hill
• 30 minute educational video (early 2008)
• Developing partnerships with local/state govts to
  increase awareness
• Panel discussions at major conferences
• Other multilingual spots (2008)
• Tracking consumer awareness quarterly

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Revenue Opportunities

• Sponsored info spots/IDs/programs
• DTV Mall Expos
• DTV set giveaway promotions w/ radio stations
• National retail store tie-ins
• Antenna promotions with retailers

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What wed like you to do

• Take the lead position in the educational effort
  in your markets
• Utilize all your tools news stories, promos,
  PSAs, speakers etc.
• Let us know when you have successful ideas to
  share
• Or if theres any additional way NAB can be
  helpful

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DTV Transition

• Two good websites
• DTVanswers.com
• NABs DTV website
• DTVtransition.org
• DTV Transition Coalition website

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• 530 Days Left!

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• Thank you!