NAB Poll: 9 out of 10 Stations Have Conducted DTV Consumer Readiness Tests
February 13, 2009
WASHINGTON, DC — According to a new national survey of television stations conducted by the National Association of Broadcasters (NAB), local broadcasters have been vigorously preparing their viewers for the switch to digital television (DTV).
In an online survey of 532 station respondents representing 575 television stations, nine of out 10 reported having conducted at least one analog shut-off test to help viewers determine if their television sets are digital-ready. During these tests, consumers whose sets are not ready can see on-screen messages explaining what they need to do and directing them to assistance resources. More than half (54%) have run three or more such tests. The survey was conducted from January 29 – February 10.
Local broadcasters have also provided critical information to their viewers about how to upgrade to DTV:
- Nearly 100 percent of responding stations promote the government's converter box coupon program across multiple platforms, including news programs (99%), telephone (97%), station's Web site (100%) and speaking engagements in their communities (96%).
- Ninety-eight percent of respondents provide information about converter box installation by phone, while 95 percent provide this information through speaking engagements.
- Nine out of 10 station respondents address the need to rescan converter boxes when answering viewer phone calls and through speaking engagements. At least 80 percent provide rescanning information on their Web sites.
- While changes in a station's signal coverage do not affect the majority of stations, more than two-thirds of respondents reported answering questions about station coverage by phone (72%) and in speeches (70%).
"With some broadcasters planning to switch in less than a week, these findings clearly show that stations are doing a terrific job of educating their viewers on how to be prepared," said NAB President and CEO David Rehr. "Building on near-universal awareness of the transition, local broadcasters are helping viewers complete their upgrade and begin reaping the benefits of digital television."
By law, all full-power stations must broadcast exclusively in digital by June 12, 2009, although some stations plan to switch prior to that date. NAB is leading a public awareness campaign valued at more than a billion dollars to educate Americans about the DTV transition.
