NAB Affirms Industry's Support for Successful DTV Transition in Wilmington, N.C. and Nationwide
September 8, 2008
WASHINGTON, DC — National Association of Broadcasters (NAB) President and CEO David K. Rehr today joined the Federal Communications Commission (FCC) and other government leaders at a press conference to congratulate Wilmington, N.C., for becoming the first television market in the nation to transition to digital television (DTV). Below is a transcript of his remarks.
NAB continues to support all broadcasters in the national DTV transition, which will be completed on February 17, 2009. Updates on NAB's DTV education campaign initiatives are available here.
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Good Morning Chairman Martin, Commissioner Copps, Assistant Secretary Baker, Mayor Saffo and other distinguished guests. I am honored to be here with you to represent America's broadcasters on this truly historic day.
I congratulate everyone here on the immense achievement we are about to witness here today.
After announcing the Wilmington test, the FCC put a team in place and went to work immediately, reaching out to the most vulnerable communities to ensure that Wilmington residents were aware of the switch.
Those combined efforts of the FCC and local stations got us to this point today, and they must be commended.
What the local broadcasters and our government partners have done in preparation for today is nothing short of exemplary. You have shown what can be accomplished with similar coordination efforts over the next five months as stations nationwide prepare to complete their transition to digital television on February 17, 2009.
NAB and local TV stations like those participating in the Wilmington experiment have combined to dedicate over a billion dollars to a national campaign to educate our viewers, and the effects are being seen today. National awareness of the transition is growing to near universal levels, with a clear indication that TV messages have been the driving force. Fully 89% of viewers in Wilmington report having seen DTV action television spots.
A survey of Wilmington households taken a few weeks ago found a near-universal 97% awareness of the early switch. We'll also be conducting a poll today to glean more lessons from this experiment, the results of which we will share with you as we get them.
While we wait for those results, there is one immediate lesson learned from this experiment that we will carry through to next February. A revolutionary change such as this would not be possible without partnership and coordination.
Especially technical coordination among broadcasters and cable and satellite systems. It is crucial that local stations work with cable systems and satellite providers for February 17 to be a technical success. But also crucial is consumer education coordination from government agencies and grassroots organizations, retailers and consumer groups.
These groups nationally participate in the 240-member DTV Transition Coalition – a joint testament of our public service and commitment to a successful transition.
A modern public affairs campaign like this has to be multiplatform, using both the airwaves and grassroots efforts. That's why broadcasters have committed resources far beyond television advertising.
We come away from Wilmington well positioned for a smooth transition to digital next year. There are challenges ahead, but broadcasters and our partners are prepared to face them.
Thank you. God bless you and God bless America.
