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Digital Television (DTV) Transition Campaign

Digital Television (DTV) Transition Campaign DTV Transition Today’s Agenda Station best practices and examples Converter box program developments DTV Transition campaign updates Webcast Archives www.dtvanswers.com/webcasts DTV Transition Best Practices Spots DTV Road Show

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Digital Television (DTV) Transition Campaign

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  1. Digital Television (DTV) Transition Campaign

  2. DTV Transition • Today’s Agenda • Station best practices and examples • Converter box program developments • DTV Transition campaign updates • Webcast Archives • www.dtvanswers.com/webcasts

  3. DTV Transition • Best Practices • Spots • DTV Road Show • DTV Speakers Bureau • DTV Town Hall meetings • News coverage

  4. DTV Transition • Spots • NAB has produced and distributed three spots • “Get the Facts” • “Revolution” • “Trekker” • Three more spots in early February

  5. DTV Transition • Spots • Station-specific spots • Anchor-driven spots • Produced spots

  6. DTV Transition • DTV Road Show • Grassroots marketing initiative • Great visuals • 600 events nationwide in 200 markets • Swing through Virginia • Four cities: Richmond, Charlottesville, Chesapeake, Roanoke • Coverage by 22 news organizations • Station-specific events • NBC4 Health and Fitness Expo

  7. DTV Transition • DTV Speakers Bureau • 956 speakers registered from 554 stations and state broadcaster associations • Average audience: 167 attendees • Host: Family Career Community Leaders of America (FCCLA) hosted four regional meetings featuring DTV • Average attendance: 3000-5000 • Significant news coverage

  8. DTV Transition • DTV Town Hall Meetings • Community event to stress importance of DTV Transition • Can serve to fill the 30 minute television program requirement of NAB plan • Best practice: Chicago Univision event • December 8 • On air promos • Attendance: 700

  9. DTV Transition • News Coverage • Converter boxes begin hitting shelves in February • NTIA begins distributing coupons on February 17, 2009 (two week turnaround) • Some retailers won’t be carrying converter boxes (Tweeter, high-end consumer electronics stores) • Converter box coupons won’t last at this rate

  10. Digital Television (DTV) Transition Campaign

  11. DTV Transition • Government Update • NTIA Update • Coupon update • DTV Challenges • Coupon timing • Full power/low power • Antennas

  12. NTIA Update 2 million households have ordered 3.7 million coupons (as of January 24, 2008)

  13. NTIA Update More than 10% of total coupon allocation Demand for coupons now averaging 70k/day 60% of applications through www.DTV2009.gov 40% through phone (888-DTV-2009), mail and fax Applications: Roughly 50% broadcast-only households, 50% cable plus OTA

  14. Coupon Distribution NTIA currently taking orders – will start distributing coupons on 2/17/08 Two weeks to process applications With coupons, consumers get list of localretailers, webretailers, and catalogs accepting the coupon Coupons expire 90days after delivery of coupon Consumers cannot re-apply for coupons

  15. Top 10 States Texas (21%) California (16.5%)     Michigan (14.5%) Pennsylvania (9.6%) Illinois (17.1%) Ohio (15.9%) Florida (8.9%) New York (9.5%) Indiana (18.6%) Missouri (20.9%) Coupon Demand NOTE: Percentages refer to the total number of OTA households in each state. Numbers available by state and zip at ntiadtv.com/coupon_stats.cfm

  16. NTIA Retailer Certifications Certifications: Retailers 250 retailers, representing 15,000 stores have “expressed intent” to participate in coupon program NTIA is “fully confident” that boxes will be available instores by lateFebruary Retailers association and companies privately echo NTIA on boxes being available

  17. NTIA Retailer Certifications Includes 8 of 10 top retailers

  18. NTIA Update Certifications: Boxes 34 DTV converter boxes are certified for purchase with coupon EchoStar box will retail for $39.99 (Coupon is $40) Three boxes have analog “pass-through” option Certified boxes cannot have analog tuners

  19. NTIA Update NTIA has committed to making coupon data public By state By DMA By zip code

  20. Challenge: Coupon Process • Coupons take two weeks to process • Issue: Consumers who wait until the last two weeks will lose TV reception unless they buy box without coupon • Survey: 25% of coupon applicants will wait until the last 30 days • Industry could receive blame for viewers not upgrading, and will also lose viewers during sweeps

  21. Challenge: Coupon Process • Solutions • Spots: NAB will produce a “lastchance to get your coupon” spot, for release in January 2009 • Spots: NAB will urge “kill date” on all coupon spots as of February 1, 2009 • Coverage: NAB will promote issue heavily in Pulse and through station communications

  22. Challenge: Low Power • Low power stations stay in analog • Issue: NTIA prohibited analog tuners and neglected to require analog “pass through” for certified boxes • Boxes without “pass through” option block analog signals – must be disconnected for viewer to see analog programming

  23. Challenge: Low Power • Low power stations stay in analog • Low power stations – community broadcasters, Class A, translators remain in analog • Cross-border stations remain in analog • Spanish speakers in El Paso will have American programming in digital, while programming from Mexico is in analog

  24. Challenge: Low Power • Low power is confusing • Little public awareness on whether stations are FP or LP • NoNielsendata how many LP households exist • Extremely complicatedmessage for low power viewers – community broadcasters and translators • Low power message, if disseminated widely, can and will confuse full power viewers

  25. Challenge: Low Power • Solutions • Consumer solution: • Buy a new TV set, with analog and digital tuners • Buy a converter box with a “pass-through” option • At least three “pass-through” boxes will be manufactured • Consumers who purchase a box without “pass-through,” must purchase an A/B switch and splitter • Cost: ~$15 at Radio Shack

  26. Challenge: Low Power • NAB Action • Meeting among broadcasters in DTV Coalition scheduled for February • Released a document explaining problem to stations and state broadcaster associations: www.dtvanswers.com/lowpower • Produce and distribute two minute spot explaining low power issues to community stations • Work with FP stations that use translators to create market-specific messages on issue • Work with FCC to allow original content (issue-specific spots) to air on translators

  27. 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 Solution: Market-by-market and station-by-station approach Solution: Promote antennas that receive both UHF and VHF

  28. Disposing of Old Sets • TV Recycling • CEA maintains Web site with recycling locations – www.mygreenelectronics.org

  29. Digital Television (DTV) Transition Campaign

  30. DTV Awareness Awareness jumps from 49-83% after TV spots Source: NAB surveys, Aug. 05, Jan. 07, Sept.07, Jan. 08

  31. Outreach: DTV Action Spots • Three spots released thus far • Fed by satellite • NAB alerts stations six times: • “DTV Action Item” e-mail • E-mail to state broadcaster associations • E-mail to group executives • Story in NAB “Pulse” • Reminder e-mail day before feed • Reminder e-mail day of feed

  32. Outreach: DTV Action Spots • Next spots: Distributed before 2/17/08 • 30, 25/5, 15 second versions • “Just a Box,” “Future is Here,” “Digital in the Air” • Produced January 22-23 in Los Angeles • Focus: Converter box option, coupons • 10-12 spots distributed March ’08 to February ‘09

  33. Outreach: TV Program • 30-minute educational TV program • Producer: Park Hill Entertainment, Los Angeles • Focus: A-Z of DTV transition, with special focus on converter boxes • Shot and distributed in HD, SD • Produced in English, Spanish • Includes interviews with FCC Chairman Kevin Martin; U.S. Secretary of Commerce Carlos Gutierrez • Distribution: Mid-February

  34. Outreach: 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.

  35. Outreach: Speakers Bureau • 977 speakers registered thus far from 596 stations and broadcaster associations • 1152 engagements booked • Plan in place for further media promotion when 1000/1000 is reached • 262 engagements completed • Average audience: 167 (Goal is 125) • Running ahead of benchmarks • Register at DTVspeak.com

  36. Outreach: DTV Road Show 600 Events Nationwide First Step: We Contact Stations DTV Trekker stop at Totally Tejas event in San Antonio, TX

  37. Outreach: DTV Road Show How NAB promotes DTV Trekker News Alerts Phone contact with news desks of stations, newspaper reporters E-mail alert to GMs of stations in market E-mail from NAB to group executives (beginning January) State broadcaster associations notified Participation by local broadcasters maximizes events

  38. 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

  39. Outreach: Online • DTV Transition info available: • Wikipedia.org • Article about DTV transition • Youtube.com • NAB promotional DTV video • Myspace.com • Spots, photos, etc. • Facebook.com • Spots, photos, etc.

  40. Outreach: NAB to Stations NAB Station Outreach “DTV Action Item” e-mails Only with action-related materials (like satellite feeds) “DTV Update” e-mails News and information – passive and less often Station Checklist: www.DTVanswers.com/checklist Best Practices: www.DTVanswers.com/bestpractices Marketing collateral available New brochures: February 2008

  41. Outreach: NAB to Stations Other Station Tools DTV Style Guide and Messaging Toolkit Produced by Peter Martin Distributed electronically 1/25/08 Hard copies delivered to station GMs in February Graphic elements available for stations (www.dtvanswers.com/graphicelements) All station tools available at: www.dtvanswers.com/membertools

  42. Antennaweb.org Website to help consumers select an appropriate over-the-air antenna Increased popularity as DTV transition moves forward NAB partnering with CEA to update and co-sponsor the Web site

  43. DTV Transition 383 Days Left!

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