Broadcasters Announce DTV Ad Campaign
Broadcasters are preparing a $700 million ad blitz to raise awareness of the switch from analog to digital television amid criticisms that too little of the public is aware of the change.
Some members of Congress claim that the government and broadcasters have done little to warn people of the switch that occurs on February 17, 2009. In what could be seen as a preemptive strike prior to hearings on the subject, the broadcast industry has announced an expansive ad campaign to promote the switch.
The effort -- headed by the National Association of Broadcasers (NAB) -- has the support of most of the major networks, and will include TV spots, public service announcements, and reminders in crawls and news tickers. In a sign of the industry's good faith, it will also air prime time spots, considered the most valuable time for advertisers.
A hearing on the progress of the switch is set for Wednesday by the Senate Commerce, Science and Transportation panel and a House Energy and Commerce subcommittee. The subject of public education of the changeover is expected to take center stage, especially considering the recent criticisms.
In total, approximately 21 million households according to a 2005 government study would need some kind of converter box -- or a new television -- in order to continue watching TV after the deadline. These households still use antennas to receive TV signal rather than cable, ensuring the public is informed is high priority for politicians, especially in rural areas.
As part of an effort to defray costs, the US government recently announced a $40 coupon program that could be used towards the purchase of the box that is needed for the new signals. The boxes are expected to cost between $50 and $70 at retail.
In a statement responding to the NAB's announcement, FCC chairman Kevin Martin said the campaign will help smooth the transition to DTV. "Appropriate policies are in place to ensure that no American is left behind in this part of the digital revolution," he said.