Washington Broadcasters Join in Digital TV Conversion Spots
November 14, 2007
Washington, DC – In an unprecedented effort to help educate television viewers in the Washington DC market, all of the commercial broadcasters in the area have joined to offer the same message -- the transition to digital broadcasting is coming, so be prepared.
Beginning today, WRC (4), WTTG (5), WJLA (7), WUSA (9), WDCA (20), WDCW (50), WFDC (14) and WZDC (25) representing the major broadcast networks NBC, FOX, ABC, CBS, My Network TV, CW, Univision, and Telemundo have joined together to produce and air advertising designed to help viewers prepare for the changeover from analog to digital over-the-air broadcasting. That switch is scheduled to occur on February 17, 2009.
The commercial spots will be "roadblocked" -- airing simultaneously on all stations with news product during the Wednesday 5:00 am, Thursday 5:00 pm and Friday 6:00 am programming of each station. The My Network TV and CW stations will roadblock at Noon and 6:00 pm on Wednesday and Friday. These times are designed to maximize viewer attention and a similar schedule will air the following week. "This is the first salvo in an elaborate, multi-pronged marketing campaign designed by broadcasters to prepare for this significant shift," said Michael Jack of WRC.
The spots will feature the top talent of each station, presenting the unifying message that digital television is coming with its dramatically clearer pictures, sound and additional programming choices. Allan Horlick of WUSA added, "Broadcasters are delighted to be able to offer outstanding quality that is as fine as can be found anywhere in the world." Eric Meyrowitz of WDCW noted that, "Our over-the-air signal quality is better than cable, better than satellite, and better than the phone company since the programs won't be squeezed through a tiny wire."
In order to see those pictures on older TV sets, however, converter boxes are needed. "The joint ads help viewers understand what will be required and how they may qualify for help in purchasing the boxes," said Glenn "Duffy" Dyer of WTTG and WDCA. "Not since the introduction of color TV in the 1960s has more attention been paid to television technology, but this time the entire industry will change overnight. Our aim is to make sure consumers are ready for it," said Frederick Ryan of WJLA.
The message will air in Spanish on Univision and Telemundo. "Our goal is that all local communities be informed and no viewers left behind," said Rudy Guernica of Univision. Added Wendy Thompson of Telemundo, "This is both a major industry challenge and a critical opportunity to insure that everyone gets the information they need."
The stations have committed to a massive effort to make sure viewers are all aware of the transition and will supplement the message in all dayparts along with programming, news stories and web messages over the next 465 days. Similar efforts are taking place in every market in the country with the message that no one will be able to escape.
