New National Poll Shows Near-Universal Awareness of DTV
June 16, 2008
WASHINGTON, DC — The vast majority of the American public is aware of the upcoming transition to digital television (DTV), according to a new survey released today by the National Association of Broadcasters (NAB).
In a telephone survey of 31,426 television households, 90 percent of respondents reported being aware that broadcast television signals and programming will switch to a digital format on February 17, 2009, up from 83 percent found in an NAB-commissioned survey in January 2008.
The number of Americans who can identify when the transition will happen has also jumped dramatically. Thirty-six percent of all respondents and 41 percent of broadcast-only households were able to correctly name the date of the transition as "February 2009" or "February 17, 2009." These numbers are up significantly from January 2008, when only 18 percent and 22 percent respectively could name the transition date.
"Broad awareness of the DTV transition among American households is approaching near-universal levels, as viewers increase their knowledge base on the issue," said Seth Geiger, president of Smith-Geiger LLC, which conducted the poll between March 29 and May 13, 2008.
With television advertisements about the digital switch inundating the airwaves nationwide, the massive consumer education campaign led by broadcasters is proving extremely effective in raising awareness. Seventy percent of households reported having seen messages on television that discussed the transition to digital broadcasting, and 82 percent of those who saw the messages thought they were helpful.
"While we are greatly encouraged with near-universal awareness by Americans, broadcasters will continue their aggressive efforts to ensure all viewers know how to upgrade and take the steps soon to ensure a seamless transition to digital," said Jonathan Collegio, NAB vice president of digital television transition.
By February 17, 2009, every full-power television station must begin broadcasting exclusively in a digital format. While digital television is available now, consumers who watch free television using antennas on TV sets that have built-in analog tuners need to take steps to receive a digital signal. They may either purchase a DTV converter box, a digital television set, or subscribe to a pay television service, such as cable or satellite.
The broadcast television industry is engaged in multiple on-air, online and grassroots initiatives to educate Americans about how they can prepare for the transition. Television and radio stations nationwide are running ads produced by NAB that highlight the transition date and the government-run converter box coupon program. More than 1,100 local broadcasters have volunteered to speak to their communities and civic groups at public venues as members of NAB's DTV Speakers Bureau.
Together with the Federal Communications Commission and the National Telecommunications and Information Administration, NAB is aggressively reaching out to minorities, seniors and other populations disproportionately affected by the transition. NAB has partnered with the National Black Church Initiative to educate more than 8 million African American congregants about DTV, and a series of town hall forums in coordination with Univision and Telemundo is drawing huge Hispanic audiences.
