Digital Television DTV

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Digital Television (DTV) Transition Campaign Ove
rview
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DTV Transition

• NABs DTV Campaign
• Components
• Research
• Media
• Grassroots initiatives
• Firm transition date makes this not unlike a
  political campaign
  

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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
  
• If you have not registered, visit
  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
• Next spot By December 19, 2007
• 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

• NAB Station Outreach
• DTV Action Item e-mails
• Only with action-related materials (like
  satellite feeds)
  
• 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

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

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

• Antennas maximize reception
• And in some cases, are necessary elements of a
  consumers upgrade.
  
• 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 Antennas that pick up both UHF and VHF

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• General Antenna Guidelines
• Outdoor is better than indoor
• Higher is better than lower
• Closer is better
• Bigger is better

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DTV Transition

• Re-scanning channels is crucial
• Channels will move around on 2/17/09
• Stations will maintain branding for their
  channels because of PSIP (Program Systems
  Informational Protocol)
  
• But consumers will need to re-scan
• This is a Phase III message for consumers

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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
  
• 186 organizations
• 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
• DTV Toolkit www.dtvanswers.com/toolkit
• Station Checklist www.dtvanswers.com/checklist
• Road Show events or DTV Brochures Please e-mail
  any possible big events, or orders of marketing
  collateral to Vinicia Vinnie Mascarenhas at
  vmascarenhas_at_nab.org

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DTV Transition

• 434 Days Left!