1. Digital Television (DTV) Transition Campaign Overview

2. DTV Transition NAB’s DTV Campaign Components Research Media
Grassroots initiatives
Firm transition date makes this not unlike a political campaign

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

4. 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

6. 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

7. 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

8. 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
If you have not registered, visit

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

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

11. 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

12. 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

13. 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

14. 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

15. DTV Transition Future DTV Action Spots
Production: United Front Media, Los Angeles
Next spot: By December 19, 2007
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)

16. DTV Transition NAB Station Outreach “DTV Action Item” e-mails
Only with action-related materials (like satellite feeds)
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

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

18. 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

19. DTV Transition Antennas maximize reception…
And in some cases, are necessary elements of a consumer’s upgrade.
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.
Solution: Antennas that pick up both UHF and VHF

20. “Indoor” or “Set top” Antenna Sounds a Lot Better!
General Antenna Guidelines
Outdoor is better than indoor
Higher is better than lower
Closer is better
Bigger is better
“Indoor” or “Set top” Antenna Sounds a Lot Better!

21. DTV Transition Re-scanning channels is crucial
Channels will move around on 2/17/09
Stations will maintain branding for their channels because of PSIP (Program Systems Informational Protocol)
But consumers will need to re-scan
This is a Phase III message for consumers

22. DTV Transition Coalition

23. DTV Transition DTV Transition Coalition
Coalition of broadcasters, manufacturers, retailers, cable, affected groups – all to educate consumers
186 organizations
Some state broadcaster associations starting state-level coalitions with local retailers and groups – check with state associations

24. DTV Transition Checklist Join DTV Speakers Bureau: www.dtvspeak.com
DTV Toolkit:
Station Checklist:
Road Show events or DTV Brochures: Please any possible big events, or orders of marketing collateral to Vinicia “Vinnie” Mascarenhas at

25. DTV Transition
434 Days Left!