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Keeping Seniors Connected Coalition WebEx Training
Mary Lou Kenny Partnership Manager, TV Converter
Box Coupon Program
On Behalf of the U.S. Department of Commerce
National Telecommunications and Information
Administration
www.DTV2009.gov
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Presentation Overview

• Digital Television Transition Overview
• TV Converter Box Coupon Program
• Educating and Assisting Consumers

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• PART 1

DIGITAL TELEVISION TRANSITION OVERVIEW
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The Digital Television Transition

• At midnight on February 17, 2009, all full-power
  television stations in the United States will
  stop broadcasting in analog and switch to 100
  digital broadcasting.
• Digital broadcasting is more efficient,
  broadcasters require less of the airwaves to
  provide a better television viewing experience.

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Reason for the Transition

• Broadcasters are transitioning to digital to
  provide important benefits to consumers and local
  communities.
  
• Improved picture and sound quality
• Additional channels/multicasting
• Additional services
• Improved emergency communications for the
  countrys local communities

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Consumers Most Affected by the Transition

• Approximately 13.5 million U.S. households that
  rely strictly on over-the-air (OTA) television
  broadcasts
  
• OTA households in the U.S. are disproportionately
  
  
• Minorities
• Seniors
• Disabled
• Rural
• Economically disadvantaged

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Profile of OTA Seniors

• Demographic Data
• Various ethnicities, but heavy Caucasian
  representation
  
• 60/40 percent female to male ratio
• 71 percent did not attend college
• 49 percent have household income below 20K/year
• Geographic Overview
• Wide geographic dispersion
• 39 percent live in the top 25 markets
• 20 percent live in the Southeast (VA, SC, NC, GA,
  FL, TN, MS, AL)
  
• 19 percent live in West Central (IL, WI, MN, IA,
  MO, ND, SD, NE, KS, CO, MT, WY)
  
• 18 percent live in Pacific (CA, WA, ID, UT, AZ,
  NV, OR)
  
• 14 percent live in Southwest (AR, LA, OK, TX,
  NM)
  
• Top ten DMAs based on percentage of all OTA
  households include Harlingen/Brownsville/McAllen,
  TX Fairbanks, AK Boise, ID El Paso, TX Salt
  Lake City, UT Yuma, AZ Ft. Wayne, IN Laredo,
  TX South Bend/Elkhart, IN Duluth, MN/Superior,
  WI
• Media Habits and Preferences
• 74 percent say TV keeps them informed
• 70 percent say newspapers keep them informed
• Shopping and Leisure Preferences
• Heavy proprietors of Wal-Mart, K-Mart, Target
• Watch sports on television (football, baseball,
  figure skating, golf)
  

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Consumer Choice

• Consumers who use rabbit ears or a rooftop
  antenna with an analog television must take
  action before February 17, 2009 to continue
  receiving television broadcasts
• Consumers have three options
• Buy a converter box that will plug into their
  existing analog TV
  
• Connect to cable, satellite or other pay service
• Purchase a TV with a digital tuner
• A TV connected to cable, satellite or other
  payTV service does not require a TV converter
  box from this program
  

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NTIAs Role in the Transition

• The Digital Transition and Public Safety Act of
  2005 appointed NTIA the administrator of the TV
  Converter Box Coupon Program
  
• The TV Converter Box Coupon Program was designed
  to assist consumers who want to keep using their
  analog TVs after February 17, 2009
  
• NTIA is responsible for certifying converter
  boxes submitted by potential manufacturers and
  encouraging the voluntary participation of
  consumer electronics retailers and manufacturers
  

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• PART 2

TV CONVERTER BOX COUPON PROGRAM
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Coupon Program Basics

• NTIA will be accepting coupon applications from
  January 1, 2008 through March 31, 2009. Coupons
  can be redeemed until July 9, 2009
  
• Coupons worth 40 each
• Converter boxes are a one-time cost and are
  expected to retail between 40-70
  
• Maximum of 2 coupons may be requested per U.S.
  household
  
• Coupons can only be used to purchase certified TV
  converter boxes
  
• Coupons are free, but supply is limited
• Coupons expire 90 days after they have been
  mailed and cannot be replaced or reissued
  

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Coupon Application

• Consumers can apply for coupons online, by phone,
  mail or fax
  
• Information requested on the application
  includes
  
• Name
• Address
• Number of Coupons Requested (max. of two)
• Whether household has cable, satellite or other
  pay service

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Coupon Application
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1-888-DTV-2009 (1-888-388-2009)

• The official Coupon Program toll-free number
• Operators available to answer questions and take
  coupon requests 24/7. Operators available in
  English, Spanish, French, Russian, Mandarin,
  Tagalog and Vietnamese
• Accessible for people with hearing impairments
  through TTY numbers
  
• 1-877-530-2634 (English TTY)
• 1-866-495-1161 (Spanish TTY)

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www.DTV2009.gov

• The official TV Converter Box Coupon Program Web
  site
  
• Apply for coupons
• Download customizable materials
• Find background on the transition and Coupon
  Program
  
• Look up FAQs and standard terms and definitions
• Check coupon application status
• Locate a Converter Box Retailer near you

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Coupon Distribution

• Coupons look like plastic gift cards used widely
  in the retail industry, but will carry no stored
  value
  
• Coupon distribution process began February 17,
  2008
  
• Coupons are sent to consumers via U.S. mail and
  are accompanied by a list of nearby participating
  retailers, a list of coupon-eligible converter
  boxes and FAQs

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Coupon Redemption

• To assist consumers, coupons can be redeemed in a
  variety of ways at large and small retailers,
  online and over the phone
  
• Currently more than 9,000 retailers with more
  added daily
  
• Family, friends and caregivers can assist in
  coupon redemption
  
• Before going to the store to redeem a coupon
  consumers should
  
• Know what converter box is best for their needs
• Call ahead to make sure the box is in stock at
  their preferred retailer
  
• Buy before the coupon expires

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• PART 3

EDUCATING AND ASSISTING CONSUMERS
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NTIA Consumer Education Program

• Goal Educate U.S. residents who receive
  over-the-air broadcasts on analog television sets
  about the digital transition and the TV Converter
  Box Coupon Program
• Primary Outreach Elements
• Develop customizable messages and materials
• Conduct comprehensive earned media outreach
• Engage and support partners
• Coordinate efforts with DTV Transition Coalition,
  Federal Agency partners and other outreach
  campaigns
  

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NTIA Resources

• Access and use Coupon Program tools and
  resources
  
• www.DTV2009.gov
• 1-888-DTV-2009
• Customizable materials
• Regular program updates

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Customizable Materials

• Informational materials available for downloading
  and co-branding in English and Spanish at
  Partners section of www.DTV2009.gov
  
• Currently Available
• Know Your Options and Coupon Program fact
  sheets
  
• Poster
• Mail Stuffer
• Web banners
• Complete partner toolkit
• Print and radio PSAs
• Sample newsletter articles

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Newsletters and Conference Calls

• Quarterly newsletters and conference calls to
  keep supporters informed and share information
  
• Program updates from NTIA
• Share success stories and best practices
• Learn about important dates and new materials
• QA session about the Coupon Program

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Sample Educational Activities

• Send email alerts to your constituents/include
  articles in newsletters about the transition
  
• Submit op-eds articles to local newspapers
• Provide Application Assistance. Distribute
  coupon application forms and help clients fill
  them out
  
• Post information/click through on your homepage
• Have sessions at conferences and meetings devoted
  to the transition
  
• Partner with religious organizations and social
  service agencies to utilize existing
  opportunities and maximize resources
  

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Sample Educational Activities

• Training Provide relevant station staff with
  training on the Coupon Program and how to apply
  
• Links Place Coupon Program web banner on your
  web site and link to www.DTV2009.gov
  
• Direct Outreach Disseminate Coupon Program
  informational materials during on-the-ground
  direct, personal outreach to constituents
  
• Collaboration Seek opportunities to work with
  organizations with which you have an existing
  relationship, such as libraries and school
  systems

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Thank You!

• For more information on the
• TV Converter Box Coupon Program,
• call 1-888-DTV-2009 (1-888-388-2009) or
• visit www.DTV2009.gov.
• Mary Lou Kenny
• mkenny_at_ntia.doc.gov 202-482-9114
• or
• DNeisha Simmons Jendayi
• dneisha.simmonsjendayi_at_ketchum.com
  202-835-9473