Digital Television DTV

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Digital Television (DTV) Transition Campaign
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DTV Transition

• Todays Agenda
• Station best practices and examples
• Converter box program developments
• DTV Transition campaign updates
• Webcast Archives
• www.dtvanswers.com/webcasts

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DTV Transition

• Best Practices
• Spots
• DTV Road Show
• DTV Speakers Bureau
• DTV Town Hall meetings
• News coverage

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DTV Transition

• Spots
• NAB has produced and distributed three spots
• Get the Facts
• Revolution
• Trekker
• Three more spots in early February

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DTV Transition

• Spots
• Station-specific spots
• Anchor-driven spots
• Produced spots

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DTV Transition

• DTV Road Show
• Grassroots marketing initiative
• Great visuals
• 600 events nationwide in 200 markets
• Swing through Virginia
• Four cities Richmond, Charlottesville,
  Chesapeake, Roanoke
• Coverage by 22 news organizations
• Station-specific events
• NBC4 Health and Fitness Expo

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DTV Transition

• DTV Speakers Bureau
• 956 speakers registered from 554 stations and
  state broadcaster associations
• Average audience 167 attendees
• Host Family Career Community Leaders of America
  (FCCLA) hosted four regional meetings featuring
  DTV
• Average attendance 3000-5000
• Significant news coverage

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DTV Transition

• DTV Town Hall Meetings
• Community event to stress importance of DTV
  Transition
• Can serve to fill the 30 minute television
  program requirement of NAB plan
• Best practice Chicago Univision event
• December 8
• On air promos
• Attendance 700

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DTV Transition

• News Coverage
• Converter boxes begin hitting shelves in February
• NTIA begins distributing coupons on February 17,
  2009 (two week turnaround)
• Some retailers wont be carrying converter boxes
  (Tweeter, high-end consumer electronics stores)
• Converter box coupons wont last at this rate

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Digital Television (DTV) Transition Campaign
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DTV Transition

• Government Update
• NTIA Update
• Coupon update
• DTV Challenges
• Coupon timing
• Full power/low power
• Antennas

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NTIA Update

• 2 million households have ordered 3.7 million
  coupons (as of January 24, 2008)

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NTIA Update

• More than 10 of total coupon allocation
• Demand for coupons now averaging 70k/day
• 60 of applications through 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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Coupon Distribution

• NTIA currently taking orders will start
  distributing coupons on 2/17/08
• Two weeks to process applications
• 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

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Coupon Demand

• Top 10 States
• Texas (21)
• California (16.5)    
• Michigan (14.5)
• Pennsylvania (9.6)
• Illinois (17.1)

• Ohio (15.9)
• Florida (8.9)
• New York (9.5)
• Indiana (18.6)
• Missouri (20.9)

NOTE Percentages refer to the total number of
OTA households in each state. Numbers available
by state and zip at ntiadtv.com/coupon_stats.cfm
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NTIA Retailer Certifications

• Certifications Retailers
• 250 retailers, representing 15,000 stores have
  expressed intent to participate in coupon
  program
• NTIA is fully confident that boxes will be
  available in stores by late February
• Retailers association and companies privately
  echo NTIA on boxes being available

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NTIA Retailer Certifications

• Includes 8 of 10 top retailers

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NTIA Update

• Certifications Boxes
• 34 DTV converter boxes are certified for purchase
  with coupon
• EchoStar box will retail for 39.99 (Coupon is
  40)
• Three boxes have analog pass-through option
• Certified boxes cannot have analog tuners

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NTIA Update

• NTIA has committed to making coupon data public
• By state
• By DMA
• By zip code

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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 25 of coupon applicants will wait until
  the last 30 days
• Industry could receive blame for viewers not
  upgrading, and 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

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Challenge Low Power

• Low power stations stay in analog
• Issue NTIA prohibited analog tuners and
  neglected to require analog pass through for
  certified boxes
• Boxes without pass through option block analog
  signals must be disconnected for viewer to see
  analog programming

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Challenge Low Power

• Low power stations stay in analog
• Low power stations community broadcasters,
  Class A, translators remain in analog
• Cross-border stations remain in analog
• Spanish speakers in El Paso will have American
  programming in digital, while programming from
  Mexico is in analog

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Challenge Low Power

• Low power is confusing
• Little public awareness on whether stations are
  FP or LP
• No Nielsen data how many LP households exist
• Extremely complicated message for low power
  viewers community broadcasters and translators
• Low power message, if disseminated widely, can
  and will confuse full power viewers

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Challenge Low Power

• Solutions
• Consumer solution
• Buy a new TV set, with analog and digital tuners
• Buy a converter box with a pass-through option
• At least three pass-through boxes will be
  manufactured
• Consumers who purchase a box without
  pass-through, must purchase an A/B switch and
  splitter
• Cost 15 at Radio Shack

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Challenge Low Power

• NAB Action
• Meeting among broadcasters in DTV Coalition
  scheduled for February
• Released a document explaining problem to
  stations and state broadcaster associations
  www.dtvanswers.com/lowpower
• Produce and distribute two minute spot explaining
  low power issues to community stations
• Work with FP stations that use translators to
  create market-specific messages on issue
• Work with FCC to allow original content
  (issue-specific spots) to air on translators

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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 both
  UHF and VHF

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Disposing of Old Sets

• TV Recycling
• CEA maintains Web site with recycling locations
  www.mygreenelectronics.org

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Digital Television (DTV) Transition Campaign
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DTV Awareness
Awareness jumps from 49-83 after TV spots
Source NAB surveys, Aug. 05, Jan. 07, Sept.07,
Jan. 08
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Outreach DTV Action Spots

• Three spots released thus far
• Fed by satellite
• NAB alerts stations six times
• DTV Action Item e-mail
• E-mail to state broadcaster associations
• E-mail to group executives
• Story in NAB Pulse
• Reminder e-mail day before feed
• Reminder e-mail day of feed

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Outreach DTV Action Spots

• Next spots Distributed before 2/17/08
• 30, 25/5, 15 second versions
• Just a Box, Future is Here, Digital in the
  Air
• Produced January 22-23 in Los Angeles
• Focus Converter box option, coupons
• 10-12 spots distributed March 08 to February 09

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Outreach TV Program

• 30-minute educational TV program
• Producer Park Hill Entertainment, Los Angeles
• Focus A-Z of DTV transition, with special focus
  on converter boxes
• Shot and distributed in HD, SD
• Produced in English, Spanish
• Includes interviews with FCC Chairman Kevin
  Martin U.S. Secretary of Commerce Carlos
  Gutierrez
• Distribution Mid-February

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Outreach 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

• 977 speakers registered thus far from 596
  stations and broadcaster associations
• 1152 engagements booked
• Plan in place for further media promotion when
  1000/1000 is reached
• 262 engagements completed
• Average audience 167 (Goal is 125)
• Running ahead of benchmarks
• Register at DTVspeak.com

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Outreach DTV Road Show

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

DTV Trekker stop at Totally Tejas event in San
Antonio, TX
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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 GMs of stations in market
• E-mail from NAB to group executives (beginning
  January)
• State broadcaster associations notified
• Participation by local broadcasters maximizes
  events

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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 Online

• DTV Transition info available
• Wikipedia.org
• Article about DTV transition
• Youtube.com
• NAB promotional DTV video
• Myspace.com
• Spots, photos, etc.
• Facebook.com
• Spots, photos, etc.

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Outreach NAB to Stations

• NAB Station Outreach
• DTV Action Item e-mails
• Only with action-related materials (like
  satellite feeds)
• DTV Update e-mails
• News and information passive and less often
• Station Checklist www.DTVanswers.com/checklist
• Best Practices www.DTVanswers.com/bestpractices
• Marketing collateral available
• New brochures February 2008

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Outreach NAB to Stations

• Other Station Tools
• DTV Style Guide and Messaging Toolkit
• Produced by Peter Martin
• Distributed electronically 1/25/08
• Hard copies delivered to station GMs in February
• Graphic elements available for stations
  (www.dtvanswers.com/graphicelements)
• All station tools available at
• www.dtvanswers.com/membertools

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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

• 383 Days Left!

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