Broadcasters Join Digital Television (DTV) Consumer Education Campaign in Record Numbers

This press release dropped in my inbox today. Expect to see a lot of publicity over the next year, leading up to the 2009 digital switchover.

Shermaze Ingram, NAB

Broadcasters Join Digital Television (DTV) Consumer Education Campaign in Record Numbers

Networks and Television Stations Nationwide Enlist en Masse

A list of participating stations can be found here:

Washington, D.C. – More than 1,000 broadcasters are participating in a consumer education campaign designed to ensure that no viewer loses access to free broadcast programming in 2009 when television stations switch to digital broadcasting. Eighteen broadcast companies representing 139 television stations recently joined the multiplatform, multifaceted campaign, which includes a rich variety of on-air, online and grassroots initiatives, as well as earned media and advertising components. (Many other stations are expected to participate in the campaign).

The campaign marks the second phase of the industry’s DTV education initiatives, which began in late 2006. Earlier this month, broadcasters announced their latest consumer education efforts, committing over $697 million to helping viewers prepare for the February 17, 2009, transition to digital television.

“We are very pleased to announce our steadily increasing partnerships with local and national broadcasters, all pledging their time and services to help educate consumers about the DTV transition,” said David Rehr, president and CEO of the National Association of Broadcasters (NAB). “The full participation of broadcasters is vital in making this transition as easy as possible for consumers.”

Broadcast networks and television stations nationwide have been working closely together to coordinate initiatives for the campaign, which will include:

  • “DTV Action” television spots
  • Crawls, snipes and/or news tickers during programming
  • 30-minute educational programs about DTV
  • 100-day countdown to the February 17, 2009, DTV deadline
  • Public relations elements, including earned media coverage in newspapers and online
  • DTV Road Show that will visit 600 locations nationwide
  • DTV Speakers Bureau that will reach one million consumers
  • Online banner ads on TV station Web sites

Broadcasters’ participation in the campaign has increased dramatically since NAB’s announcement on October 15. (Complete list of participating stations is included in the above link).

The combined elements of the DTV campaign will reach nearly all television viewers and generate 98 billion audience impressions during the course of the campaign, which will run through February 17, 2009, when all television stations must turn off their analog signals and begin broadcasting exclusively in the digital format.

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