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Digital Television (DTV) Transition Campaign Overview. 100 Day Initiatives. Station Activities Countdown spot to run on November 10 “Less than 100 days” spot to run from 11/11-11/17 Animated graphic bugs to run each day Download at

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Presentation Transcript

Digital Television (DTV)

Transition Campaign Overview

100 day initiatives
100 Day Initiatives

Station Activities

Countdown spot to run on November 10

“Less than 100 days” spot to run from 11/11-11/17

Animated graphic bugs to run each day

Download at

Consider analog shut-off test

Checklist available

News coverage of DTV issues

Converter box setup, antennas, apply for coupons now

100 day requirements
100 Day Requirements

Under NAB Plan (Option 2)

Each station must air at least one of the following, once per day:

Graphic Display

Animated Graphic

Graphic and Audio Display

Any of above must be 5-15 seconds in length

Show number of days remaining until transition to digital

Include phone number and/or website for more details

Longer Form Reminders

“Ask the Expert” segment/Q&A

2-5 minutes

100 day requirements4
100 Day Requirements

Erin Dozier

Associate General Counsel


On the Phone:

Ann Bobeck

Associate General Counsel



Digital Television (DTV)

Transition Campaign Overview

dtv transition
DTV Transition

Wilmington Experiment


Multiple, confusing messages

Hard-to-reach populations

Technical/emergency issues

Short timeline

Severe weather

dtv transition7
DTV Transition

Wilmington Experiment

97% awareness in August, held through September


553 callers (29 percent) lost one or more channels – many WECT

407 callers (22 percent) “weak or spotty” signals/antenna problems

329 callers (18 percent) had trouble installing converter boxes

185 callers (10 percent) had problems with or awaited coupons

163 callers (9 percent) knew about the switch but waited too long

91 calls (5 percent) to FCC were unaware of switch, switch date or thought it would not affect them

53 callers (3 percent) were satellite subscribers with local-into-local

22 callers (2 percent) were cable plus households

The 25 remaining callers (2 percent) had other problems

dtv transition8
DTV Transition

Wilmington Experiment

Lessons Learned

Saturating with ads still may miss vulnerable populations

Small number of late adopters will not upgrade in time

Stations should urge viewers to take action early

Analog shut-off tests can be helpful in gathering information

Coordination between stations and pay service providers

Periodic, structured conference calls with station GMs and engineers

Working with local organizations, especially social workers


Digital Television (DTV)

Transition Campaign Overview

dtv action spots
DTV Action Spots

New Messaging

Urge viewers to enjoy digital NOW

Help others make transition

Assist with coupon application

Hook up converter box

Get right antenna

DTV checklist

New spots being delivered week of Nov. 18

challenge coupons
Challenge: Coupons


  • 32,682,800 coupon applications received from 17,456,451 households
  • 13,091,287 coupons redeemed
  • 10,184,470 coupons expired
  • Average daily order: 128,969coupons per day
  • 79 converter boxes certified, 44 with analog pass through available in retail stores
challenges coupons
Challenges: Coupons


  • Projections
    • Possible 6 week turnaround
  • Challenges

Digital Television (DTV)

Transition Campaign Overview

challenge antennas
Challenge: Antennas

Some viewers may need to upgrade…

  • 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
  • May need rooftop or amplified antenna to pick up DTV signals
  • Multidirectional antennas should be promoted
  • Promote
challenge signal contours
Challenge: Signal Contours

Some stations’ analog signals are stronger than digital…

Solution: Newer, better, higher antennas

Solution: Communicate with viewers




Digital Television (DTV)

Transition Campaign Overview

challenge re scanning
Challenge: Re-Scanning

Re-scanning channels is crucial

Channels will move around as 2/17/09 approaches

Stations can maintain branding for their channels because of PSIP (Program and System Informational Protocol), but…

Viewers will need to re-scan if channels that were previously received disappear and after 2/17/09 when the channel relocations must be completed

challenge call center
Challenge: Call Center

Answering viewer questions…

Approx. 2000 calls in Wilmington

Directed to FCC

But, on Feb 18th, calls will be directed to stations


Digital Television (DTV)

Transition Campaign Overview

best practices
Best Practices

Station Analog Shut-Off Tests

Simulating digital-only during newscasts

Approx. 144 stations in 49 markets thus far

Upcoming state-wide tests


North Carolina



Guide available at

dtv transition23
DTV Transition

Weekly DTV E-mail (Wednesdays)

Satellite feed information

Latest details also at

New station tools added to website

Webcast information

News and regulatory updates

Highlight station best practices

outreach nab to stations
Outreach: NAB to Stations


  • All station tools available at:

    • DTV Style Guide and Messaging Toolkit
    • Graphic elements available for stations:
    • Station Checklist:
    • “Cheat Sheet” to handle viewer phone calls
    • Sample op-ed on DTV Transition
    • Teaser copy for station news stories:
    • Sample crawls for stations:
dtv transition25
DTV Transition

103 Days Left!