NAB Urges Retailers to Prepare for Holiday Surge as Consumers Transition to Digital TV
December 11, 2008
WASHINGTON, DC — National Association of Broadcasters (NAB) President and CEO David K. Rehr sent the following letter urging the nation's retailers and manufacturers to prepare for a surge in consumer activity regarding the transition to digital television (DTV) during this holiday season. With the February 17, 2009 transition only two months away, NAB reminds all retailers participating in the government's converter box coupon program to anticipate a significant increase in consumer questions and purchases.
Led by NAB, America's broadcasters are running a massive campaign to educate consumers about their options for upgrading to DTV before the transition is completed.
December 8, 2008
Mr. Gary Shapiro
President and CEO
Consumer Electronics Association
1919 S. Eads Street
Arlington VA 22202
Dear Gary:
As founding members of the Digital Television (DTV) Transition Coalition, NAB and CEA have proven to be great partners in garnering support from leading organizations for a massive DTV transition consumer education campaign. With consumer awareness now at 92 percent, our organizations have much to be proud of, but with just two months remaining until the transition, we also have very important work ahead as we enter the final stretch.
Local television stations across the country have intensified their efforts to educate the public to upgrade to DTV early and help others make the upgrade. Our research indicates that many consumers will likely choose to purchase either a digital-to-analog converter box or a new digital TV set for their homes.
Therefore, it is critically important that retailers and manufacturers prepare for a significant increase in consumer inquiries and purchases of converter boxes and digital televisions during these final weeks.
I expect that Americans will begin shopping for these items during this holiday season and into the New Year, making retailers and manufacturers the first point of contact for viewers who are just now navigating the DTV transition. As such, your members play an important role in helping consumers get their homes digital-ready in time, so they do not lose free over-the-air television reception after February 17, 2009.
As consumers visit their local retailers, your members have a number of opportunities to keep the DTV transition top of mind, including:
- Millions of consumers still need to upgrade their equipment, so retailers should prominently advertise the February 17 transition deadline in their point-of-purchase materials.
- Retailers can promote DTV converter boxes as a lower-cost option for consumers who have not yet determined how best to upgrade their sets. In some cases, these consumers may also need to purchase new VHF/UHF antennae to maximize their digital reception. Please ensure that retail stores are fully stocked to meet consumer demand.
- Take advantage of upcoming winter holidays to offer DTV transition promotions. In addition to Christmas and New Year's, it is important to note that the day before the transition deadline – February 16 – is Presidents Day. Specials on DTV-related equipment could be included in your highly marketed sales around these dates.
- Following the success of Best Buy's DTV boot camps in November, consider hosting in-store educational workshops during any special DTV-related promotions.
- Most importantly, sales associates should be well trained in the basics of the DTV transition, as well as DTV product knowledge, to assist consumers with their questions and identify the proper equipment to meet an individual's needs.
Guiding America through the DTV transition is a top priority for both our industries. And based on the success-to-date of our joint efforts and the proven commitment of our DTV Transition Coalition partners, there is no doubt that viewers across the country will benefit greatly from this historic change in broadcast television.
Best wishes.
Sincerely,
David K. Rehr
cc: Christopher McLean, Consumer Electronics Retailers Coalition
