NAB Recommends Measures of Success for FCC's Wilmington DTV Experiment

June 6, 2008

WASHINGTON, DC — In response to a request from the Federal Communications Commission (FCC), National Association of Broadcasters (NAB) President and CEO David K. Rehr sent the following letter to FCC Chairman Kevin Martin recommending five specific ways to help monitor and measure the success of the analog shut-off experiment on September 8, 2008 in Wilmington, N.C. NAB has offered to take the lead on conducting awareness and intercept surveys, as well as polling broadcast stations about the ease of the transition, the results from which may be helpful in educating consumers on the nationwide switch to digital television (DTV) on February 17, 2009.

June 6, 2008

The Honorable Kevin J. Martin
Chairman
Federal Communications Commission
445 12th Street SW
Washington DC 20054

Dear Chairman Martin:

The National Association of Broadcasters (NAB) shares your goal of maximizing the information gleaned from the digital television (DTV) transition test in the Wilmington, N.C., designated market area (DMA) on September 8, 2008. In response to a request from your staff, NAB has developed specific monitoring efforts that we believe will yield the most meaningful information from the Wilmington experiment.

Our staff has identified five essential measurement tools, which we believe will effectively capture information needed from this experiment to apply to nationwide outreach efforts in advance of the February 17, 2009, cut-off of analog broadcasting by full-power television broadcasters. NAB is volunteering to take the lead on three of these five elements. We also suggest that the FCC utilize data collection from its own Call Center, as well as collect information about the experiences of cable and satellite subscribers to further evaluation efforts.

The specific measurement tools proposed are:

1. An Awareness Survey - NAB will conduct an awareness survey on September 8, the day of the test, to determine the number of viewers who are aware of the digital switch and whether they have taken action.
2. Intercept Surveys - NAB will conduct intercept surveys (similar to voter exit polls) on the afternoon and evening of September 8 to interview Wilmington DMA citizens about:
   1. Whether they successfully upgraded to receive digital television signals;
   2. Where they learned about the DTV switch;
   3. How easy or difficult it was to upgrade;
   4. How they chose to upgrade;
   5. How easy or difficult it was to use the government converter box coupon program;
   6. Whether they encountered technical difficulties; and
   7. What their perception was of the coordination between federal, state and local agencies outreach initiatives.
3. Broadcaster Surveys - NAB will conduct a broadcaster survey to poll stations on any problems, solutions, viewer calls and complaints they received.
4. FCC Call Center Data Collection - As stations will not be "switching off" but instead running an information slate on the analog signal, they can direct viewers who failed to upgrade to the FCC Call Center. Based on information gleaned from the calls, we strongly urge the FCC to determine, categorize and tabulate reasons why viewers did not upgrade and share that information with broadcasters, cable and satellite partners. We suggest categories such as:
   1. They waited too long to buy or set up a digital set or a converter box
   2. A coupon did not arrive in time
   3. The retail stores were out of converter boxes
   4. Setting up converter boxes was too difficult
   5. They did not think the stations they watch would switch to digital
   6. They were not aware of the switch to DTV
   7. They were unaware of the correct transition date
   8. They forgot to upgrade
   9. They were out of town or too busy or knew they could do it later
   10. They relied on another member of their household to upgrade
   11. They needed help to upgrade and were unable to attain assistance
   12. Their converter box "didn't work"
   13. Their antenna didn't work or they have no antenna or their antenna wasn't connected
   14. They didn't understand the instructions for the digital set or the converter box
   15. They thought all their sets were hooked up to cable or satellite
   16. They were waiting for cable or satellite installation
   17. Other
5. Cable and Satellite Subscriber Reports - Cable and satellite companies should share information about their subscribers' experiences related to the Wilmington experiment. Information about the number and type of subscriber problems reported to these companies will be very valuable as we approach the February 2009 switch.

While the opportunity exists to mine helpful data from this experiment that can assist us as we prepare for the national switch to digital, we should also acknowledge that there are some potential hurdles. According to research conducted by SmithGeiger at the behest of NAB, 66 percent of viewers in the Wilmington DMA watch some programming originating from another DMA. This has the potential to confuse Wilmington viewers who may see news or spots regarding a national transition date that is different than their own. Additionally, the local public station will also continue to air national messages with the February 17, 2009, date.

The research also showed that more Wilmington viewers currently believe the transition will occur in February 2009 as opposed to September 2008. This is likely due to the fact that the experiment had only recently been announced when the survey was conducted. Nonetheless, evaluating the results in Wilmington must take these factors into account.

NAB is prepared to do all it can to aid in a smooth transition in the Wilmington DTV transition experiment, and we look forward to a meaningful evaluation of the results. NAB will work with Wilmington broadcasters to anticipate and prepare for any challenges, as well as with the FCC and other partners to refine and execute testing measures to evaluate these findings.

Please let me know if there is anything else NAB can provide to the FCC to help make the Wilmington experiment valuable.

Best wishes.

Sincerely,

David K. Rehr

cc: Commissioner Michael J. Copps
Commissioner Jonathan S. Adelstein
Commissioner Deborah Taylor Tate
Commissioner Robert M. McDowell
National Telecommunications and Information Administration Acting Assistant Secretary Meredith A. Baker