Broadcasters Mark 100-Day Countdown to Digital TV Transition

November 10, 2008

WASHINGTON, DC — The National Association of Broadcasters (NAB) announced at a press conference today new consumer education initiatives marking the 100-day countdown to the nationwide transition to digital television (DTV).

On this important milestone, NAB joined forces with government leaders and key industry and consumer groups to spur Americans into action during this critical last phase. By February 17, 2009, all full-power television stations will switch from analog to all-digital broadcasting.

"As we prepare to say goodbye to analog, all of us here today remain as committed as ever to getting free DTV in homes across America," NAB President and CEO David Rehr said at the Newseum in Washington, D.C.

Rehr was joined by Commerce Secretary Carlos M. Gutierrez, Federal Communications Commission (FCC) Chairman Kevin Martin, FCC Commissioner Deborah Taylor Tate, FCC Commissioner Robert M. McDowell, Consumer Electronics Association President and CEO Gary Shapiro, Univision Communications CEO Joe Uva, Leadership Conference on Civil Rights Vice President of Strategic Initiatives Mark Lloyd, AARP CEO Bill Novelli, PBS President and CEO Paula Kerger, NBC/Telemundo Senior Counsel Victor Cabral, National Cable & Telecommunications Association Executive Vice President James Assey, Consumer Electronics Retailers Coalition Executive Director Chris McLean and NBC News Correspondent David Gregory (moderator).

For the next 100 days, NAB and broadcasters across the country will bolster their ongoing education campaign with the following initiatives:

  • On Nov. 10, stations will air an NAB DTV Action television spot reminding viewers that 100 days remain until the transition date.
  • Starting Nov. 10, stations will air a countdown clock each day until February 17, 2009.
  • Nearly 150 stations in 49 markets have already conducted analog shut-off tests to help viewers determine if their TV sets are digital-ready. Many more are planned in top markets, including Los Angeles and Washington, D.C.
  • Local broadcasters nationwide will host converter box and antenna demonstrations for viewers, and some are also hosting phone banks to answer consumer questions.
  • NAB will distribute new television spots encouraging viewers to enjoy digital now, get ready early and help others upgrade to DTV.
  • Disney Cruise Line is airing NAB's DTV spots on its Disney Wonder and Disney Magic ships until Feb. 2009.
  • American Airlines is airing NAB's DTV spots on in-flight entertainment on the overhead screens through Dec. 2008.
  • Local stations are running DTV spots featuring celebrities such as Howie Mandel of the new syndicated version of "Deal or No Deal" and Wayne Brady of "Don't Forget the Lyrics."
  • NAB's DTV ads will be featured in 1,200 buses across Detroit, Boston, Houston, Salt Lake City, Seattle and Washington, D.C., all cities with high over-the-air populations. The ads will run Dec. 1 through Feb. 2009.
  • In January and February 2009, NAB will display DTV ads throughout the Capitol South metro station in Washington, D.C., to communicate the transition to policymakers.

NAB is leading a massive consumer education campaign valued at more than $1 billion to prepare the public for the DTV transition. Consumers who use antennas to watch TV on analog sets must upgrade to digital or risk losing television reception after the transition is completed.

Consumers can upgrade to DTV by either purchasing a converter box or digital TV set, or by subscribing to a pay TV service. The federal government offers coupons for converter boxes at www.DTV2009.gov. In difficult reception locations, viewers may also need to upgrade their antennas to ensure they get all of the free digital channels available in their area.

 
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