Broadcasters Join Digital Television (DTV) Consumer Education Campaign in Record Numbers
October 30, 2007
Washington, D.C. – As of today, an additional 127 television stations and 17 companies joined broadcasters in their multiplatform, multifaceted digital television (DTV) consumer education campaign. The campaign marks the second phase of the industry's DTV education initiatives, which began in late 2006.
Earlier this month, broadcasters unveiled their latest campaign efforts, committing over $697 million to ensure that no consumer loses their reception by the DTV transition date of February 17, 2009 due to a lack of information. Broadcasters have an invested interest in informing consumers about the transition as their primary source of revenue is based within a consistently strong viewership from over-the-air audiences.
"We are very pleased to announce our steadily increasing partnership with local and national broadcasters, all pledging their time and services to help educate consumers about the DTV transition," said David K. Rehr, President and CEO of NAB. "100% participation from broadcast stations is vital in making this transition as easy as possible for consumers."
Broadcast networks and television stations nationwide have been working closely together to coordinate initiatives for the campaign, which will include:
- "DTV Action" television spots
- Crawls, snipes and/or news tickers during programming
- 30-minute educational programs about DTV
- 100-day countdown to the February 17, 2009 DTV deadline
- Public relations elements, including earned media coverage in newspapers and online
- DTV Road Show that will visit 600 locations nationwide
- DTV Speakers Bureau that will reach one million consumers
- Online banner ads on TV station Web sites
Broadcast network participation has increased dramatically since NAB's initial campaign announcement on October 15th. (Complete list of participating stations is attached).
The combined elements of the DTV campaign will reach nearly all television viewers and generate 98 billion audience impressions during the course of the campaign, which will run through February 17, 2009, when all television stations must turn off their analog signals and begin broadcasting exclusively in the digital format.
