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PBS DTV Transition Support Update

PBS DTV Transition Support Update. State of DTV Awareness Messaging research highlights Communications campaign overview Toolkit resources available and coming soon. State of DTV Awareness. 79% of public have “seen, read or heard” something about DTV Transition

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PBS DTV Transition Support Update

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  1. PBSDTV Transition Support Update • State of DTV Awareness • Messaging research highlights • Communications campaign overview • Toolkit resources available and coming soon

  2. State of DTV Awareness 79% of public have “seen, read or heard” something about DTV Transition BUT among those who are aware, details and the personal implications are fuzzy.

  3. DTV Messaging Research Which messages could… – raise awareness? – educate our audiences? – empower and motivate them to take necessary steps?

  4. People choose over-the-air TV for their homes. “My kids are young…I feel we already have enough options.” “I’m hardly at home, constantly on the road. It wouldn’t be worth it for me.” ~ Focus Group Participants

  5. There is massive confusion about what the transition means for people. “High-definition TV is coming and we have to make sure to get an HDTV because in 2009 all TV will be digital, and our old sets won’t work.” ~ Focus Group Participant

  6. People are counting on PBS for clear, credible and factual information. “PBS has credibility.” ~ Focus Group Participant

  7. People have strong emotions about the change when they first learn about it. “I think it’s being kind of crammed down our throats whether we like it or not.” ~ Focus group participant

  8. People are satisfied with the way their TV is now. “I like the standard channels I get right now.” ~ Focus group participant

  9. DTV Messaging How-to – Be clear, straightforward, and provide key relevant facts – Indicate when, how much and actionable steps – Inform and empower; don’t spin, sell or persuade

  10. DTV Messaging Research 2 Phase Communications Campaign Mar – Oct 08: Awareness & Education Nov – Feb 09: Call to Action

  11. DTV Campaign Companion Toolkit Spots available from PBS

  12. DTV Campaign Companion Toolkit • Buckslip Copy • Pledge Message Points • DTV Basics • 10 DTV Myths & The Facts to Dispel Them • DTV Words to Know • DTV FAQs

  13. DTV Campaign Companion Toolkit • Customizable on-air spots, print and online templates • DTV PowerPoint Presentation • Educational one-sheets • Enhanced communications resources and messages for members • 30 minute DTV Transition program with chapters for use on-air, online and beyond broadcast

  14. Affinity Group Coalition Analog Shutoff Countdown Web site www.kued.org/agc

  15. PBS DTV News & Information Direct Email List dtv@pbs.org

  16. Questions? • Rosie Rauerrnrauer@pbs.org 703-739-5294 • Jan McNamarajmcnamara@pbs.org 703-739-5028

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