OvertheAir Strategies 20072009

1
Over-the-Air Strategies2007-2009

• PBS Showcase 2007Dennis Haarsager
• KWSU/KTNW

2
Over-the-Air Strategies

• Competition for viewer attention increases with
  cable and DBS growth
• Consumers are buying HD-capable monitors and
  receivers
• OTA is still important in many markets and PTV
  memberships are disproportionately impacted
• Dual OTA strategies

3
Chs Avail In Avg US HH
4
Source Nielsen Media Res.
HH mins/channel viewed down 26 from 95 to 05
5
Over-the-Air Strategies

• Competition for viewer attention increases with
  cable and DBS growth
• Consumers are buying HD-capable monitors and
  receivers
• OTA is still important in many markets and PTV
  memberships are disproportionately impacted
• Dual OTA strategies

6
Think Higher Definition

• With a proper antenna, even SD provides a
  noticeably better viewing experience than analog
  (perfect picture)
• On the cheap new DTV SD receivers, HD programming
  stands out
• Most broadcasters will provide more bits and
  better encoding for SD and HD than will cable and
  satellite

7
CEA HD Estimates

• 28 of HH have HD sets
• 35 million sets
• More than half are 40
• Paid an average 1,347 per set
• Receive using
• Cable, 40 STB, 18 no STB
• Satellite, 30
• Antenna, 10
• Internet, fiber optic, 4 each

Source CEA survey of 2,090 adults in December
2006
8
Over-the-Air Strategies

• Competition for viewer attention increases with
  cable and DBS growth
• Consumers are buying HD-capable monitors and
  receivers
• OTA is still important in many markets and PTV
  memberships are disproportionately impacted
• Dual OTA strategies

9
OTA Produces Members

• CPB-commissioned data show that OTA is
  disproportionately used by PTV members
• Averaging three OTA estimates (Nielsen, Home
  Tech, Centris), an educated guess is the OTA
  member is about 50 higher than your markets
  OTA
• Among known members
• 88 are in the prime Measured Engaged
  segment, vs. 20 of all members
• 70 turn to PBS first vs. 54 of all members

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Top PTV OTA DMA ()
Source Nielsen Media Research
Source Nielsen Media Research
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Top PTV OTA DMA (HH)
12
Over-the-Air Strategies

• Competition for viewer attention increases with
  cable and DBS growth
• Consumers are buying HD-capable monitors and
  receivers
• OTA is still important in many markets and PTV
  memberships are disproportionately impacted
• Dual OTA strategies

13
Dual OTA Strategies

• Starting now, push free Higher Definition and
  enhanced resolution analog reception to your
  viewers
• Conform your digital channel to commercial
  practice in your market. Align your dot-one DTV
  channel with your analog channel.
• For members, consider active conversion help
• Beginning with wide availability of coupons and
  coupon-eligible STBs, push analog converters

14
DMA OTA Estimates (Nielsen)

• http//technology360.typepad.com/OTA_HH_by_DMA.pdf
  
• or
• www.technology360.com and click OTA TVHH by DMA
  under Files