85 Percent of African-American Households Aware of Digital TV Transition

July 7, 2008

WASHINGTON, DC — As the broadcast industry's switch to exclusively digital television (DTV) approaches, awareness among African-Americans has jumped sharply during the first half of 2008, according to a new poll released today by the National Association of Broadcasters (NAB).

Transition Awareness

In a telephone survey conducted between March 29 and May 13, 85 percent of African-American households reported being aware that television broadcasting would be switching to an all-digital format. This reflects a 12 percent increase in less than six months. An NAB-commissioned survey in January 2008 found 73 percent of African-Americans were aware of the transition.

The survey also reflects rising awareness of the DTV transition date. Thirty-two percent of African-American households accurately stated "February 2009" or "February 17, 2009," as the transition date, up from 12 percent in January 2008. In the current poll, 3,643 African-American households were interviewed. Both surveys were conducted by Smith-Geiger LLC.

"From the beginning, broadcasters have paid special attention to educating African-Americans and other minority populations that would be most affected by the transition," said Jonathan Collegio, NAB vice president for digital television transition. "These results show that our dedicated efforts are gaining traction months ahead of the transition."

Broadcasters Reaching Out

When asked how they heard about the switch, 64 percent of African-American households recalled seeing messages on TV, a clear indication that television is driving consumer awareness levels higher.

According to a Knowledge Networks/SRI Home Technology Monitor survey, 27.5 percent of over-the-air households in America are African-American, which is why the broadcast industry is vigorously pursuing initiatives to help these communities understand how to prepare for the switch.

Churches are playing a key role in educating African-Americans under a unique partnership between NAB and the National Black Church Initiative (NBCI). NBCI is disseminating informational DTV literature to congregants across its national network of 34,000 black churches. Some churches are training volunteers to assist elderly and disabled members in applying for government converter box coupons and hooking up boxes.

The law requires all full-power television stations to begin broadcasting only in digital by February 17, 2009. Viewers who watch free, over-the-air television on analog TV sets can get DTV by either purchasing a converter box or digital TV set, or subscribing to cable, satellite or other pay TV service.