Digital Television DTV

1

Digital Television (DTV) Transition Campaign
Overview
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Todays Agenda

• 1 p.m. Introduction and DTV Policy Update
• Marcellus Alexander, NAB
• 125 p.m. DTV Campaign Overview
• Jonathan Collegio, NAB
• 145 p.m. DTV Research Overview
• Seth Geiger, SmithGeiger
• 210 p.m. DTV Resources
• Jonathan Collegio, NAB
• 215 p.m. QA

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DTV Transition

• DTV Transition Basics
• Analog broadcasts end at 1159 p.m. Feb. 17, 2009
• Full power TV stations to broadcast exclusively
  in digital starting Feb. 18, 2009
• Broadcasters have spent over 5 billion updating
  infrastructure
• 92 of stations already broadcasting in digital
• Most remaining stations planning to flash cut
  from analog to digital

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DTV Transition

• DTV Transition Basics
• Spectrum loss 700 mhz band auctioned,
  allocated in part for public safety uses
• Channels 52-69 no longer in TV band after Feb.
  17, 2009
• Channels 63, 64, 68, 69 set aside for public
  safety

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DTV Transition

• Station technical issues
• Stations returning to NTSC channel 517
• Stations permanently relocating to ATSC channel
  1178
• Stations moving to new channel 117
• Stations flash-cutting from analog to digital
  137
• Most stations are moving. Coordination within
  market is crucial to a smooth transition.

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DTV Transition

• DTV Transition Basics
• Upside Viewers Benefit
• Crystal clear pictures and sound
• More channels through multicasting
• High-Definition (HD) broadcasting
• Downside Upgrade requires action
• OTA viewers must take action to upgrade, or will
  lose reception

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DTV Transition

• Consumer Options
• Purchase a new TV set with a digital tuner
• All TVs distributed to retailers after 3/1/07
  have digital tuners.
• Cost 99-up (low-end DTV sets are not LCD or
  flat screen.)
• Purchase a digital-analog converter box
• Cost 50-70
• Expected in stores by early 2008
• Federal government will distribute 40 coupons
• Subscribe to a pay TV service
• Cable, satellite or telephone company TV service
• Antennas will maximize reception

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DTV Transition

• Consumer education campaign
• Goals
• No viewer loses access to free broadcast
  television due to a lack of information about the
  DTV transition.
• No viewer feels compelled to subscribe to a pay
  television service.

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DTV Transition

• Consumer Education Campaign Audience
• Broadcast Households
• 17 (19.6m) of U.S. HHs are exclusively OTA
• 31 (34.5m) of U.S. HHs have at least some OTA
• 69 million analog TV sets affected
• Disproportionately Affected Groups
• Seniors
• Minorities
• Low Income
• Rural Areas

10
DTV Awareness
Awareness up to 49 before any TV spots
Source NAB surveys, January, September 2007
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DTV Transition
30 OTA
12
DTV Transition
25 OTA
13
DTV Transition
20 OTA
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DTV Transition

• DTV Transition Law
• Analog shut-off date set by 2005 Deficit
  Reduction Act, signed by President in 2006
• 1.5 billion for converter box coupon program,
  administered by National Telecommunications and
  Information Administration (NTIA) part of
  Department of Commerce
• 5 million of 1.5 billion for consumer education

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DTV Transition

• Government Actors
• U.S. Department of Commerce
• National Telecommunications Information
  Administration (NTIA)
• Administering coupon program
• Contracted with IBM and Ketchum

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DTV Transition

• IBM
• Retailer certifications
• Converter box certifications
• Toll free call center (1-888-DTV-2009)
• Coupon application, distribution, redemption
• Ketchum
• PR
• Consumer education for seniors, minorities, low
  income, and disabled

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DTV Transition

• Government Actors
• Federal Communications Commission (FCC)
• 3 million budget for consumer education
• Promoting workshops, exhibits at conferences
• Ruled that retailers must post notices on analog
  sets (March 1, 2007)