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TV Converter Box Coupon Program Training
3-2008
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Presentation Overview

• Digital Television Transition
• 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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Reasons for the Transition

• The Nation is 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 rely
  strictly on over-the-air (OTA) television
  broadcasts
• OTA households in the U.S. are more likely to
  include
• Minorities
• Seniors
• People with disabilities
• Rural residents
• Economically disadvantaged

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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
• These 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 pay
  TV 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 directed the National Telecommunications and
  Information Administration (NTIA) to administer
  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,
  encouraging the voluntary participation of
  consumer electronics retailers and manufacturers,
  and executing the Coupon Program

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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 worth 40 each
• Maximum of 2 coupons may be requested per U.S.
  household
• Converter boxes are a one-time cost and are
  expected to retail between 40-70
• 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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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 in seven languages
• 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
• Thousands of retailers are participating 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 partners 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

• Coupon Application Broadcast Telethon Host a
  telethon where consumers can call in and get
  their questions answered about the transition and
  the Coupon Program
• Coupon Program Countdown Campaign Coordinate a
  series of roadblock spots/shows that feature an
  increasing sense of urgency, perhaps held during
  NTIA key rallying points
• Converter Box Demo Day Hold an event including a
  demonstration of a certified converter box. This
  will allow your organization to demonstrate the
  benefits of a better picture and additional
  channels
• Display Information at Local Fairs and Expos
  Display Coupon Program information at events. If
  possible, provide assistance in completing coupon
  applications online

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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