1. Digital Television (DTV) Transition Campaign Overview

2. DTV Transition DTV Transition Basics
Analog broadcasts end at 11:59 p.m. Feb. 17, 2009
Full power TV stations to broadcast exclusively in digital starting Feb. 18, 2009
Broadcasters have spent over $5 billion updating infrastructure
92% of stations already broadcasting in digital
Most remaining stations planning to “flash cut” from analog to digital

3. DTV Transition DTV Transition Basics Upside: Viewers Benefit
Crystal clear pictures and sound
More channels through multicasting
High-Definition (HD) broadcasting
Downside: Upgrade requires action
Viewers must take action to upgrade, or will lose reception

4. DTV Transition Consumer Options
Purchase a new TV set with a digital tuner
All TV’s distributed to retailers after 3/1/07 have digital tuners.
Cost: $99-up (low-end DTV sets are not LCD or flat screen.)
Purchase a digital-analog converter box
Cost: $50-70
Expected in stores by “early 2008”
Federal government will distribute $40 coupons
Subscribe to a pay service
Cable, satellite or telephone company TV service
Antennas will maximize reception

5. DTV Transition Consumer Education Campaign Audience
Broadcast Households
17% (19.6m) of American households are exclusively OTA
31% (34.5m) of American households have at least some OTA
69 million analog TV sets affected
Disproportionately Affected Groups
Seniors
Minorities
Low Income
Rural Areas

6. DTV Awareness
Awareness up to 49% before any TV spots

7. DTV Transition
>30%
OTA

8. DTV Transition
>25%
OTA

9. DTV Transition
>20%
OTA

10. Broadcast-Only Households
Illinois: 801,940 (17.1%)
Indiana: 453,940 (18.6%)
Michigan: 566,100 (14.5%)
Wisconsin: 504,760 (23.0%)
National: 19,600,000 (17.0%)
Source: NAB analysis of Nielsen Research data.

11. DTV Transition DTV Transition Law
Analog shut-off date set by 2005 Deficit Reduction Act, signed by President in 2006
$1.5 billion for converter box coupon program, administered by National Telecommunications and Information Administration (NTIA) – part of Department of Commerce
$5 million of $1.5 billion for consumer education

12. DTV Transition Government Actors U.S. Department of Commerce
National Telecommunications Information Administration (NTIA)
Administering coupon program
Contracted with IBM and Ketchum

13. DTV Transition IBM Ketchum Retailer certifications Box certifications
1-800 call center
Coupon application, distribution, redemption
Ketchum PR
Consumer education for seniors, minorities, low income, and disabled

14. DTV Transition Government Actors
Federal Communications Commission (FCC)
$3 million budget for consumer education
Promoting workshops, exhibits at conferences
Ruled that retailers must post notices on analog sets (March 1, 2007)

15. DTV Transition Converter Box Coupon Program
January 1, 2008: NTIA will begin distributing $40 coupons toward the purchase of certified converter boxes
Two coupons available per household
Coupons may not be “bundled” – each coupon can be used toward one box
Coupons expire after 90 days

16. DTV Transition
An LG Electronics prototype digital-to-analog converter box

17. DTV Transition Converter Box Coupon Program
Open availability – no means testing
Enough to fund 37 million coupons
69 million analog sets are currently used for television
$1.5 billion allocation:
First $990 million to any household that applies
Last $510 million to broadcast-only households
Certified boxes must be basic
Limited special features on coupon-eligible boxes

18. DTV Transition Converter Box Coupon Program
Applications begin January 1, 2008
By phone (1-888-DTV-2009)
Web site (
Mail (applications will be available at U.S. Post Offices)

19. DTV Transition Converter Box Coupon Program Coupon Distribution
Two weeks to process applications
With coupons, consumers get list of local retailers, web retailers, and catalogs accepting the coupon
Coupons not distributed until retailers are participating in that area
90 day expiration begins upon delivery of coupon

20. DTV Transition Coupon Program Box Certifications
Digital Stream (Two models)
LG Electronics (One Zenith model, one for a retailer brand)
Retailer Certifications
48 retailers certified – mostly smaller stores
No “big box” stores as of 11/24/07

21. DTV Transition Coupon Program Challenges
Consumers can apply for coupons starting January 1, but…
Boxes won’t be ready for purchase in many markets
Retailers don’t want certification to interfere with Holiday selling season
Manufacturers won’t begin production until they have orders from retailers
NTIA will take orders for coupons, but not deliver coupons until retailers place boxes on shelves
Broadcasters won’t push converter boxes until they’re available for purchase to avoid confusion

22. DTV Transition Other Challenges
Best Buy: Won’t sell boxes with coupons until April, 2008
Radio Shack: 7,400 stores but no commitment by date
Wal-Mart: Scuttlebutt that they’ll participate as of 2/17/08
Converter box availability will vary from market to market

23. DTV Transition Solution: Market by market approach
Spots: NAB will distribute spots promoting coupon option beginning February, 2008
NAB will work with NTIA to notify stations when converter boxes are available at local retailers
Stations: Partner with retailers for sponsored DTV action spots

24. DTV Transition Other Challenges: FCC Draft Mandate
FCC Chairman Kevin Martin has proposed a new regulation on broadcasters that mandates the airing of spots.
November 2007 – March 31, 2008:
4 PSAs per day, with one PSA and one crawl in each 6-hour daypart
PSAs of at least 15 seconds in duration; crawls of at least 60 seconds in length

25. DTV Transition FCC Draft Mandate 8 PSAs and crawls per day
April 1, 2008 – September 30, 2008:
8 PSAs and crawls per day
2 PSAs and crawls in each 6-hour daypart
October 1, 2008 – March 31, 2009:
12 PSAs and crawls per day
3 PSAs and crawls in each 6-hour daypart

26. DTV Transition Other FCC Mandate Requirements
Language: Information must be in same language as the majority of programming on the station
Promote Gov’t Web sites: Crawls must refer to the Feb. 17 date and refer viewers to the relevant government Web sites for further information
Content: PSAs need to inform viewers what they must do to keep receiving television and must include details of the particular station airing the PSA

27. DTV Transition Broadcaster Commitment October 15 Press Conference
Broadcasters $697 million media plan
Independent agency, Starcomm Mediavest analysis of Broadcaster plans
1085 television stations committed

28. DTV Transition
Broadcasters commit $697m to consumer education at October 15 press conference.

29. DTV Transition 98,000,000,000 impressions through: DTV Action Spots
Crawls, snipes and news tickers
30 minute television program
100 day “Countdown Clock”
Grassroots initiatives
Figures exclude impressions generated by news coverage

31. DTV Transition
“Local broadcasters deserve a heaping of praise for their good work in telling Americans about the coming transition to digital TV.”
Reps. Joe Barton (R-TX) and Fred Upton (R-Mich.) in joint statement, October 15, 2007
“I applaud the broadcast industry for putting forth a strong effort to educate Americans about the transition to digital TV through a comprehensive campaign that includes Spanish-language public service announcements.”
Rep Hilda Solis (D-Calif.)

32. DTV Transition NAB’s DTV Campaign Components Research Media
Grassroots initiatives

33. DTV Transition Research
New Poll: Smith Geiger and Associates (9/12-21)
Sample: 1,200 broadcast-only homes
Key findings in next presentation

34. DTV Transition Media DTVanswers.com Best consumer Web site on DTV
Link to, or use copy for your station Web site
Banner ads at
Graphics for spots, newscasts at

36. DTV Transition Media outreach 16,000 contacts with reporters
Over 5,000 stories generated
Reporter briefings: New York, Chicago, Silicon Valley, Washington D.C.
With state broadcaster associations, facilitating briefings in 50 state capitals

37. DTV Transition DTV Speakers Bureau
Goal: 8,000 speaking engagements across country
Rotary clubs, Kiwanis clubs, retirement centers, manufacturing plants, schools, etc.
781 speakers registered thus far from 479 stations and broadcaster associations

38. DTV Transition DTV Speakers Bureau
NAB will train, provide collateral, props, sample speeches, best practices, schedule events
Over 400 speeches booked so far – ahead of schedule
In process of recruiting 1-3 speakers per station

39. DTV Transition Speakers Bureau Registration
Illinois: 8 stations, 10 speakers
Indiana: 5 stations, 7 speakers
Michigan: 10 stations, 18 speakers
Wisconsin: 14 stations, 28 speakers
Register online at

40. DTV Road Show Grassroots marketing initiative National scope
Two trucks – “DTV Trekkers” – visit festivals, fairs, parades, sporting events, concerts

41. DTV Transition 600 Events Nationwide First Step: We Contact Stations
DTV Trekker stop at Totally Tejas event in San Antonio, TX

42. DTV Transition How NAB promotes DTV Trekker: DTV Trekker 20/10 TV Spot
In production, distributed to stations ahead of events
News Alerts
Phone contact with news desks of stations
alert to GM of stations in market
We hope stations will cover
State broadcaster associations notified
Ideas for Trekker events: Contact Vinnie Mascarenhas

43. DTV Transition Outreach: DTV Toolkits
DTV Toolkits sent to educate elected officials and policymakers 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

44. DTV Transition State and Local Gov’t Outreach DTV Toolkits sent to:
All 535 members of Congress
Governors, Lt. Governors
State Legislators: majority, minority leaders
State Legislators: minority caucuses
State aging agency directors
State municipal association executive directors
State county association executive directors
Will be sent to
All state legislators
Mayors of 500 largest cities

45. DTV Transition DTV Action Spots
Formerly known as “Public Service Announcements”
First spots distributed 9/18/07, Second distribution: 10/9/07
Contents
30 second spot (English, Spanish)
25 second spot (English, Spanish)
15 second spot (English, Spanish)
Versions of all spots without VO
Video Package
Converter box footage
Interviews

46. DTV Transition Future DTV Action Spots
Production: United Front Media, Los Angeles
Four new spots by March 31, 2008
Ten spots between April 1, 2008-Feb. 17, 2009
Distributed via satellite
30, 25/5 and 15 second versions
Style guide, messaging toolkit and graphics package by end of year
30 minute educational DTV program, delivered in February (English and Spanish)

47. DTV Transition Other Station Tools News coverage “Crawls” “Snipes”
DTV Countdown Clocks
Station Web sites
Station “Checklist”
Antennaweb.org
Graphic elements (dtvanswers.com/graphicelements)

48. 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

49. DTV Transition NAB Station Outreach “DTV Action Item” e-mails
Only with action-related materials
Style Guide and Messaging Toolkit (December)
DTV Action Spot feed notifications
Marketing collateral available
Package sent 10/30/07
Most materials available online at dtvanswers.com/toolkit
Brochures: Contact

50. DTV Transition Coalition

51. DTV Transition DTV Transition Coalition
Coalition of broadcasters, manufacturers, retailers, cable, affected groups – all to educate consumers
184 organizations (List in packet)
Some state broadcaster associations starting state-level coalitions with local retailers and groups – check with state associations

52. DTV Transition Checklist Join DTV Speakers Bureau: www.dtvspeak.com
Road Show: Please any possible big events to Vinicia “Vinnie” Mascarenhas at

53. DTV Transition
441 Days Left!