NAB Dominates D.C. Metro Station with Digital TV Transition Marketing

January 7, 2009

WASHINGTON, DC — The National Association of Broadcasters (NAB) has launched a new advertising campaign in the nation's capital to further raise awareness among D.C. residents and policymakers of the rapidly approaching deadline for the nationwide transition to digital television (DTV). The campaign also encourages legislators to help their constituents prepare for the impending switch.

Blanketing the Capitol South metro station near the United States Capitol Building in Washington, D.C., the ads, banners and billboards spotlight the February 17 transition deadline and the myriad benefits of free digital television.

This station domination strategy of covering multiple surfaces within the subway station is a prime example of the innovative marketing techniques that NAB has incorporated in its massive public education effort. The campaign launched on January 1 and runs until the end of February. Photos of the ads can be downloaded here.

"Strong public-private partnerships are important to carry out a public affairs effort of this magnitude," said NAB Vice President for the DTV Transition Jonathan Collegio. "At this critical juncture, broadcasters are continuing to explore every avenue so that viewers have the tools and information they need to take advantage of this revolutionary change in free television."

NAB continues to work closely with policymakers and their staff to help them educate their constituents on the transition. Informational DTV transition toolkits (a pdf version of the toolkit is available here) have been distributed to every member of the 111th Congress with documents to help them explain the switch to their constituents. NAB previously sent DTV toolkits to members of the 110th Congress, as well as more than 10,000 state and local officials nationwide.

On behalf of America's broadcasters, NAB is leading a multifaceted campaign valued at more than $1 billion to educate consumers on the transition, which stands to impact an estimated 19.6 million U.S. households that rely exclusively on free over-the-air television. To continue receiving free broadcasts, these households must upgrade their TV sets by February 17, the date by which full-power stations are required to switch to all-digital broadcasting.