Digital Television (DTV)
Advertisement
This presentation is the property of its rightful owner.
1 / 40

Digital Television (DTV) Transition Campaign Overview PowerPoint PPT Presentation

Digital Television (DTV) Transition Campaign Overview. DTV Awareness. Awareness jumps to 91% nationally. DTV Transition Awareness. NAB Survey Fielded May 2008 State by state data currently being analyzed News releases on state-by-state awareness coming out in the next two weeks

Related searches for Digital Television (DTV) Transition Campaign Overview

Download Presentation

Digital Television (DTV) Transition Campaign Overview

An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -

Presentation Transcript


Download here

Digital Television (DTV)

Transition Campaign Overview


Dtv awareness

DTV Awareness

Awareness jumps to 91% nationally


Dtv transition awareness

DTV Transition Awareness

NAB Survey

Fielded May 2008

State by state data currently being analyzed

News releases on state-by-state awareness coming out in the next two weeks

NAB will distribute awareness data to our primary station contacts list

Goal: Distribute important info to stations while creating news about the transition


Download here

Digital Television (DTV)

Transition Campaign Overview


Government actors

Government Actors

NTIA

  • 15,302,839 coupon applications received from 8,077,114 households

  • 2,346,855 coupons redeemed

  • 184,583 coupons expired

  • Average daily order: 103,398 coupons per day

  • 86 converter boxes certified, 20 with analog pass through

  • Retail certifications closed; last retailers trickling in


Government actors1

Government Actors

Most coupon applications

  • Texas: 1,414,13121% OTA1,715,000 OTA households

  • California: 1,431,62116.5%1,990,900

  • Michigan: 678,35414.5%566,100

  • Pennsylvania: 683,7049.6%465,840

  • Illinois: 819,66617.1%801,940

  • Ohio: 702,91815.9%720,800

  • Florida: 718,1858.9%637,410

  • New York: 676,4139.5%668,330

  • Indiana: 476,79318.6%453,380

  • Missouri: 437,47920.9%478,030

    (as of 5/30) Numbers available by state and zip at ntiadtv.com/coupon_stats.cfm


Government actors2

Government Actors

NTIA

Coupon Distribution

  • NTIA began taking orders Jan. 1 – started distributing coupons on 2/17/08

  • Two weeks to process applications – additionally, working through a backlog

  • With coupons, consumers get list of local retailers, web retailers, and catalogs accepting the coupon

  • Coupons expire 90 days after delivery of coupon

  • Consumers cannot re-apply for coupons – yet


Government actors3

Government Actors

NTIA

Certifications: Boxes

  • 86 DTV converter boxes are certified for purchase with coupon

  • EchoStar box retails for $39.99 (Coupon is $40)

  • 20 boxes have analog “pass-through” option

  • Boxes certified for coupons cannot have analog tuners

  • See www.ntiadtv.gov for updated lists of boxes


Government actors4

Government Actors

NTIA

Certifications: Retailers

  • 1,735 retailers, representing over 19,100 stores are participating in coupon program

  • Includes leading retailers: Best Buy, Circuit City, Wal-Mart, Sam’s Club, Radio Shack

    • New retailers: Sears & Target

  • No new retailers can enter program (March 31 deadline)


Download here

Digital Television (DTV)

Transition Campaign Overview


Challenge low power

Challenge: Low Power

Low power stations remain in analog

  • Issue: Boxes without “analog pass through” option block analog signals

  • Low power stations – community broadcasters, Class A, translators – stay in analog; stations across border in analog

  • Extremely complicated message for low-power viewers – community broadcasters and translators

  • Low power message can and will confuse full-power viewers if disseminated widely

  • NAB concerned with translator issue


Challenge low power1

Challenge: Low Power

Solutions

NAB crafted plan to educate consumers on DTV

Market identification: Complete

Web site:www.LPTVanswers.com provides info for consumers

National retailer outreach: Complete

Local station meetings: Ongoing

Local retailer outreach: Ongoing

DTV Speaker’s Bureau activation: Complete

LPTV Action Spots: Complete – distributed in April


Challenge antennas

Challenge: Antennas

Antennas maximize reception…

But in some cases, are necessary to upgrade

  • Problem: 1295 stations relocating to a channel different than their NTSC channel; many across bands

    • UHF antennas can’t pick up low VHF, and vice versa

    • Stations moving from UHF to VHF, or from VHF to UHF, need to talk about antennas

  • Problem: “Digital cliff” effect

  • Solution: Antenna spots in next round of DTV action spots

  • Solution: Talk about antennas in newscasts

  • Solution: Multidirectional antennas like these


Download here

Digital Television (DTV)

Transition Campaign Overview


Best practices

Best Practices

Station Analog Shut-Off Tests

Simulating digital-only during newscasts

KVBC-TV (NBC) in Las Vegas and KGMB-TV (CBS) in Honolulu

Market-wide tests

Orlando, FL on June 25th

11 stations, excluding Fox affiliate

1 minute shutoff test at 7:59 p.m.

2 more tests before the end of the year

Omaha, NE in planning stages


Best practices1

Best Practices

KVBC-TV Case Study

“Pulling the Plug”

Station simulated analog shut-off during several of its newscasts on May 2nd

Viewers saw cable getting pulled in control room

Used static graphic with DTV phone number and website

Crawl with DTV Answers logo and information


Best practices2

Best Practices

On the Phone:

Lisa Howfield

General Manager

KVBC-TV (NBC)

Las Vegas


Download here

Digital Television (DTV)

Transition Campaign Overview


Industry and consumers

Industry and Consumers

DTV Transition Coalition

  • 232 members, up from eight last year

  • Industry, consumer, grassroots organizations

  • Monthly meetings at NAB are national “forum” of DTV issues

  • Organizations have pledge to distribute DTV materials to their membership

  • State-level coalitions in early stages in Nevada, Ohio, Michigan, Minnesota and Maine

  • Mailed DTV information to all state public utility commissions


Outreach dtv action spots

Outreach: DTV Action Spots

DTV Action Spots

  • Six spots released thus far

    • Fed by satellite (Re-fed on 4/4)

    • Scripts available at: www.dtvanswers.com/actionspots

    • State associations instrumental in getting word out about spots

      30 minute educational TV program

  • Focus: A-Z of DTV transition, with special focus on converter boxes

  • Shot and distributed in SD, HD, English, Spanish

  • Fed by satellite in mid-March

  • Format/timing sheet available at: www.dtvanswers.com/formats


Outreach dtv toolkits

Outreach: DTV Toolkits

DTV Toolkits

With help of SBA’s, DTV toolkits were sent to educate elected officials at the federal, state and local levels

Sample speeches, op-eds, press releases

PowerPoint presentation

Web banner ads

Background info sheet

Talking points

Marketing collateral

Flash countdown clock


Outreach dtv toolkits1

Outreach: DTV Toolkits

Toolkits sent to:

All 535 members of Congress

Governors, Lt. Governors, Sec’s of State

7600 state legislators

Mayors of 200 largest big cities

State aging agency directors

State municipal association executive directors

State county association executive directors

Working with National League of Cities to distribute e-kits to municipal officials

Next step: E-kits to state legislators and local officials


Outreach media relations

Outreach: Media Relations

Media outreach

  • Launching weekly email to reporters with updates about DTV transition, coupon program and NAB campaign

  • Electronic press kit sent to reporters nationwide

  • 19,000 contacts with reporters since early 2007

  • Over 7,500 stories generated, with increasing frequency, in all 50 states

  • Reporter briefings: New York, Chicago, Silicon Valley, Washington D.C.

  • Facilitating media briefings with state broadcaster associations in 50 state capitals


Outreach online

Outreach: Online

DTVAnswers.com

  • Launched in March 2007

  • Best consumer Web site on DTV

  • Link to, or use copy for station Web sites

  • Banner ads to promote site available at www.dtvanswers.com/toolkit

  • Station tools available at www.dtvanswers.com/membertools


Outreach dtv road show

Outreach: DTV Road Show

600

Events

Nationwide

First Step:

We Contact

State Assn’s

DTV Trekker stop at NBC 4 Fitness Expo in Washington, DC


Outreach dtv road show1

Outreach: DTV Road Show

How NAB promotes DTV Trekker

  • News Alerts

    • Phone contact with news desks of stations, newspaper reporters

    • E-mail alert to GM of stations in market

    • E-mail from NAB to group executive

    • State broadcaster associations notified

    • Participation by local broadcasters maximizes events


Outreach dtv road show2

Outreach: DTV Road Show

Recent Visits

OK Assoc. of Broadcasters (Oklahoma City)

Phoenix, AZ

San Antonio, TX

New York, NY

Upcoming Visits

Memphis, TN (6/12)

San Diego, CA (6/13)

Detroit, MI (6/20)

Minnesota (Late August)


Outreach speakers bureau

Outreach: Speakers Bureau

DTV Speakers Bureau

  • Purpose: Utilize industry’s grassroots and personnel resources as a “ground campaign” to compliment “air campaign” of spots and news coverage

  • Goal: 8,000 speaking engagements

    • Audiences: Rotary clubs, Kiwanis clubs, retirement centers, manufacturing plants, schools, etc.


Outreach speakers bureau1

Outreach: Speakers Bureau

DTV Speakers Bureau

  • 1,091 speakers registered thus far from 665 stations and broadcaster associations

  • 3200+ engagements booked

  • 1720+ engagements completed

  • Average audience: 128 (Goal is 125)


Outreach nab to stations

Outreach: NAB to Stations

NAB Station Outreach

  • Webcasts

    • First webcast: December 5, 2007

    • Second webcast: January 31, 2008

    • Third webcast: April 4, 2008

    • Schedule: Every 6-8 weeks

    • Webcasts archived at: www.dtvanswers.com/webcasts


Outreach nab to stations1

Outreach: NAB to Stations

Resources

  • All station tools available at:

    www.dtvanswers.com/membertools

    • DTV Style Guide and Messaging Toolkit

    • Graphic elements available for stations: www.dtvanswers.com/graphicelements

    • Station Checklist: www.dtvanswers.com/checklist

    • “Cheat Sheet” to handle viewer phone calls

    • Sample op-ed on DTV Transition

    • Teaser copy for station news stories: www.dtvanswers.com/teasercopy

    • Sample crawls for stations: www.dtvanswers.com/crawlscopy


Download here

Digital Television (DTV)

Transition Campaign Overview


Dtv transition

DTV Transition

Wilmington Experiment

Four commercial TV stations – WWAY (ABC), WILM (CBS), WECT (NBC) and WSFX (Fox) go exclusively digital September 8, 2008 at 12pm

Public station, WUNJ, not participating – cites concerns over emergency weather

Other low power stations not participating


Dtv transition1

DTV Transition

Wilmington Experiment

Challenges

Wilmington Awareness: 89% aware that TV is going digital, but…

31% believe it is happening February 17, 2009

19% believe it is happening September 8, 2008

A lot of “unlearning” to do


Dtv transition2

DTV Transition

Wilmington Experiment

Other challenges

66% of viewers in Wilmington view programming originating outside of the market

CBS station (WILM) is low power and does not reach entire DMA

Public station WUNJ is promoting February date

Confusion: These viewers will see PSAs promoting two different transition dates


Dtv transition3

DTV Transition

Wilmington Experiment

Other Challenges

Network, syndicated spots: Networks and syndicators are running national spots promoting a February 17, 2009 transition – all of which must be blocked by stations

Vacation Homes: Thousands of vacation homes may have antennas, but homeowners may not be there to upgrade before September 8


Dtv transition4

DTV Transition

Wilmington Experiment

Broadcasters taking action

Public Service Announcements

Four commercial stations have produced their own Wilmington spots

NAB is producing Wilmington versions of our national spots

NAB working with radio stations to promote transition

Extensive news coverage of transition


Dtv transition5

DTV Transition

Wilmington Experiment

Web site: NAB purchased www.DTVWilmington.com for stations to educate viewers

Grassroots

DTV Speakers Bureau: Eight broadcasters trained to speak at local venues

National Black Church Initiative in Wilmington

DTV Trekker: Road Show to visit Wilmington full two weeks before switch

Stations are contacting retailers, property managers


Dtv transition6

DTV Transition

258 Days Left!


  • Login