1. Digital Television (DTV) Transition Campaign Overview

2. DTV Awareness
Awareness jumps to 91% nationally 2

3. DTV Transition Awareness
NAB Survey
Fielded May 2008
State by state data currently being analyzed
News releases on state-by-state awareness coming out in the next two weeks
NAB will distribute awareness data to our primary station contacts list
Goal: Distribute important info to stations while creating news about the transition 3

4. Digital Television (DTV) Transition Campaign Overview

5. Government Actors NTIA
15,302,839 coupon applications received from 8,077,114 households
2,346,855 coupons redeemed
184,583 coupons expired
Average daily order: 103,398 coupons per day
86 converter boxes certified, 20 with analog pass through
Retail certifications closed; last retailers trickling in

6. Government Actors Most coupon applications
Texas: 1,414, % OTA 1,715,000 OTA households
California: 1,431, % 1,990,900
Michigan: 678, % 566,100
Pennsylvania: 683, % 465,840
Illinois: 819, % 801,940
Ohio: 702, % 720,800
Florida: 718, % 637,410
New York: 676, % 668,330
Indiana: 476, % 453,380
Missouri: 437, % 478,030
(as of 5/30) Numbers available by state and zip at ntiadtv.com/coupon_stats.cfm

7. Government Actors NTIA Coupon Distribution
NTIA began taking orders Jan. 1 – started distributing coupons on 2/17/08
Two weeks to process applications – additionally, working through a backlog
With coupons, consumers get list of local retailers, web retailers, and catalogs accepting the coupon
Coupons expire 90 days after delivery of coupon
Consumers cannot re-apply for coupons – yet

8. Government Actors NTIA Certifications: Boxes
86 DTV converter boxes are certified for purchase with coupon
EchoStar box retails for $39.99 (Coupon is $40)
20 boxes have analog “pass-through” option
Boxes certified for coupons cannot have analog tuners
See for updated lists of boxes

9. Government Actors NTIA Certifications: Retailers
1,735 retailers, representing over 19,100 stores are participating in coupon program
Includes leading retailers: Best Buy, Circuit City, Wal-Mart, Sam’s Club, Radio Shack
New retailers: Sears & Target
No new retailers can enter program (March 31 deadline)

10. Digital Television (DTV) Transition Campaign Overview

11. Challenge: Low Power Low power stations remain in analog
Issue: Boxes without “analog pass through” option block analog signals
Low power stations – community broadcasters, Class A, translators – stay in analog; stations across border in analog
Extremely complicated message for low-power viewers – community broadcasters and translators
Low power message can and will confuse full-power viewers if disseminated widely
NAB concerned with translator issue

13. Challenge: Low Power Solutions
NAB crafted plan to educate consumers on DTV
Market identification: Complete
Web site: provides info for consumers
National retailer outreach: Complete
Local station meetings: Ongoing
Local retailer outreach: Ongoing
DTV Speaker’s Bureau activation: Complete
LPTV Action Spots: Complete – distributed in April 13

14. 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
Problem: “Digital cliff” effect
Solution: Antenna spots in next round of DTV action spots
Solution: Talk about antennas in newscasts
Solution: Multidirectional antennas like these

15. Digital Television (DTV) Transition Campaign Overview

16. Best Practices Station Analog Shut-Off Tests
Simulating digital-only during newscasts
KVBC-TV (NBC) in Las Vegas and KGMB-TV (CBS) in Honolulu
Market-wide tests
Orlando, FL on June 25th
11 stations, excluding Fox affiliate
1 minute shutoff test at 7:59 p.m.
2 more tests before the end of the year
Omaha, NE in planning stages

17. Best Practices KVBC-TV Case Study “Pulling the Plug”
Station simulated analog shut-off during several of its newscasts on May 2nd
Viewers saw cable getting pulled in control room
Used static graphic with DTV phone number and website
Crawl with DTV Answers logo and information

18. Best Practices On the Phone: Lisa Howfield General Manager
KVBC-TV (NBC)
Las Vegas

19. Digital Television (DTV) Transition Campaign Overview

20. Industry and Consumers
DTV Transition Coalition
232 members, up from eight last year
Industry, consumer, grassroots organizations
Monthly meetings at NAB are national “forum” of DTV issues
Organizations have pledge to distribute DTV materials to their membership
State-level coalitions in early stages in Nevada, Ohio, Michigan, Minnesota and Maine
Mailed DTV information to all state public utility commissions

21. Outreach: DTV Action Spots
Six spots released thus far
Fed by satellite (Re-fed on 4/4)
Scripts available at:
State associations instrumental in getting word out about spots
30 minute educational TV program
Focus: A-Z of DTV transition, with special focus on converter boxes
Shot and distributed in SD, HD, English, Spanish
Fed by satellite in mid-March
Format/timing sheet available at:

22. Outreach: DTV Toolkits
With help of SBA’s, DTV toolkits were sent to educate elected officials at the federal, state and local levels
Sample speeches, op-eds, press releases
PowerPoint presentation
Web banner ads
Background info sheet
Talking points
Marketing collateral
Flash countdown clock 22

23. Outreach: DTV Toolkits
Toolkits sent to:
All 535 members of Congress
Governors, Lt. Governors, Sec’s of State
7600 state legislators
Mayors of 200 largest big cities
State aging agency directors
State municipal association executive directors
State county association executive directors
Working with National League of Cities to distribute e-kits to municipal officials
Next step: E-kits to state legislators and local officials 23

24. Outreach: Media Relations
Media outreach
Launching weekly to reporters with updates about DTV transition, coupon program and NAB campaign
Electronic press kit sent to reporters nationwide
19,000 contacts with reporters since early 2007
Over 7,500 stories generated, with increasing frequency, in all 50 states
Reporter briefings: New York, Chicago, Silicon Valley, Washington D.C.
Facilitating media briefings with state broadcaster associations in 50 state capitals

25. 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
Station tools available at

26. Outreach: DTV Road Show
600
Events
Nationwide
First Step:
We Contact
State Assn’s
DTV Trekker stop at NBC 4 Fitness Expo in Washington, DC

27. Outreach: DTV Road Show
How NAB promotes DTV Trekker
News Alerts
Phone contact with news desks of stations, newspaper reporters
alert to GM of stations in market
from NAB to group executive
State broadcaster associations notified
Participation by local broadcasters maximizes events

28. Outreach: DTV Road Show
Recent Visits
OK Assoc. of Broadcasters (Oklahoma City)
Phoenix, AZ
San Antonio, TX
New York, NY
Upcoming Visits
Memphis, TN (6/12)
San Diego, CA (6/13)
Detroit, MI (6/20)
Minnesota (Late August) 28

29. Outreach: Speakers Bureau
DTV 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.

30. Outreach: Speakers Bureau
DTV Speakers Bureau
1,091 speakers registered thus far from 665 stations and broadcaster associations
3200+ engagements booked
1720+ engagements completed
Average audience: 128 (Goal is 125)

31. Outreach: NAB to Stations
NAB Station Outreach
Webcasts
First webcast: December 5, 2007
Second webcast: January 31, 2008
Third webcast: April 4, 2008
Schedule: Every 6-8 weeks
Webcasts archived at:

32. Outreach: NAB to Stations
Resources
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:

33. Digital Television (DTV) Transition Campaign Overview

34. DTV Transition Wilmington Experiment
Four commercial TV stations – WWAY (ABC), WILM (CBS), WECT (NBC) and WSFX (Fox) go exclusively digital September 8, 2008 at 12pm
Public station, WUNJ, not participating – cites concerns over emergency weather
Other low power stations not participating

35. DTV Transition Wilmington Experiment Challenges
Wilmington Awareness: 89% aware that TV is going digital, but…
31% believe it is happening February 17, 2009
19% believe it is happening September 8, 2008
A lot of “unlearning” to do

36. DTV Transition Wilmington Experiment Other challenges
66% of viewers in Wilmington view programming originating outside of the market
CBS station (WILM) is low power and does not reach entire DMA
Public station WUNJ is promoting February date
Confusion: These viewers will see PSAs promoting two different transition dates

37. DTV Transition Wilmington Experiment Other Challenges
Network, syndicated spots: Networks and syndicators are running national spots promoting a February 17, 2009 transition – all of which must be blocked by stations
Vacation Homes: Thousands of vacation homes may have antennas, but homeowners may not be there to upgrade before September 8

38. DTV Transition Wilmington Experiment Broadcasters taking action
Public Service Announcements
Four commercial stations have produced their own Wilmington spots
NAB is producing Wilmington versions of our national spots
NAB working with radio stations to promote transition
Extensive news coverage of transition

39. DTV Transition Wilmington Experiment
Web site: NAB purchased for stations to educate viewers
Grassroots
DTV Speakers Bureau: Eight broadcasters trained to speak at local venues
National Black Church Initiative in Wilmington
DTV Trekker: Road Show to visit Wilmington full two weeks before switch
Stations are contacting retailers, property managers

40. DTV Transition
258 Days Left!