1. Technical Bits and Bytes about the DTV Transition: Making the Mission Possible

2. The DTV Transition is a Typical Mass Market Transition
Interpersonal
communications
most important
Mass media
communications
most important
Characteristics of “Laggards”
Point of reference is the past
Averse to innovations
Resistant to change
Difficult to influence
Isolated as a group
Limited resources

3. How to Work with the Public on Technical Topics in the DTV Transition

4. Broadcasters’ Perspective: TV Spectrum Shrinks by 108 MHz
Post February 2009
27%
Spectrum
Loss
2-4
5-6
7-13
Channels 52-69
14-69
National
Telecommunications
And Information
Administration

5. Initial Range of Responses to February 2009 DTV Deadline
Race with the clock
“We’ll be okay.”
Anxiety-producing
“This could be rough.”
Panic-ridden
“We are doomed!”

6. Reality of February 2009 DTV Deadline
Transition

7. The Post-Transition Frequency Plan
Over 600 stations
plan to change their
DTV channel of operation
Four Different Station Categories:
The "Kotters"
The "Jeffersons"
The "Gilligans"
The "Waltons"

8. The Post-Transition Frequency Plan
The “Kotters”=
Stations returning to their
NTSC channel
There are 517 “Kotters”
Source:
FCC 3rd Periodic DTV Review
May 2007

9. The Post-Transition Frequency Plan
The “Jeffersons” =
Stations that plan to stay on their
transitional DTV channel
There are 1178 “Jeffersons”
Source:
FCC 3rd Periodic DTV Review
May 2007

10. The Post-Transition Frequency Plan
The “Gilligans” =
Stations that aren’t going back
and aren’t staying where they are
There are 117 “Gilligans”
Source:
FCC 3rd Periodic DTV Review
May 2007

11. The Post-Transition Frequency Plan
The “Waltons” =
Stations that don’t have a paired
DTV channel and will flash-cut
There are 137 “Waltons”
Source:
FCC 3rd Periodic DTV Review
May 2007

12. The Post-Transition Frequency Plan
Over 600 stations
plan to change their
DTV channel of operation
Will Stations Have an Identity
Crisis With Viewers?

13. Do You Think You May Have a Channel Identity Crisis?
PSIP Solves
Channel Change
Crisis
Example: Two Chicago Stations
Station
Analog Ch.
Initial DTV
Final DTV
WBBM 2 3 12
WLS 7 52
Station Branding Does
Not Need to Change:

14. PSIP Solves Channel Change Identity for Broadcasters…
But Consumers Must
“Plan to Re-Scan” their TVs
Example: Chicago TV channels
CHANNEL 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 69

15. The Post-Transition Frequency Plan
Staying on current DTV
Moving back to NTSC
Moving to new channel
Singletons

16. The Post-Transition Frequency Plan
Ch #
2 7
3 7
4 2
5 13
6 8
Source: Final DTV Table, October 2007

17. The NTSC Frequency Plan

18. The Post-Transition Frequency Plan
Source: Final DTV Table, October 2007

19. “Rabbit Ears” Aren’t Cool
“Indoor” or “Set top” Antenna Sounds a Lot Better!
Offensive
to rabbits
Associated with
poor quality/bad reception
Reminiscent of
“your father’s TV”

20. Consumers Need Help with Antennas
General Antenna Guidelines
Outdoor is better than indoor
Higher is better than lower
Closer is better
Bigger is better

21. “Smart Antenna” Interface Solves Antenna Aiming Issues
This Technology
Needs A
Cheering Section
For Implementation
“smart antenna”
Set top box
Antenna cable
Control cable (CE-909)
plus
control signals (CE-909A)
Set top box communicates with antenna
Electronically controls antenna gain
and pattern based on reception quality
User doesn’t have to adjust antenna
No mechanical rotor
Antenna
Pattern Ch 9 Ch 7 Ch 4 Ch 5

23. Regulatory Considerations
Regulatory flexibility for transitioning to the final DTV channel plan under consideration in FCC’s 3rd Periodic Review
Released May 2007; Comment cycle completed Aug 2007
The industry is waiting… and waiting… for answers
Cable carriage rules on viewability and material degradation resolved
Order adopted in September 2007
Further Notice on carriage of analog signal converted at cable headend
“Interference Zone” (or “White space”) proceeding…

24. Potential New Entrants in Broadcast Spectrum
Your New Neighbors?

25. Unlicensed devices in TV bands
FCC and Congress involved
White Spaces Coalition (Microsoft, Google, Dell, Earthlink, Intel, HP, Philips)
IEEE standards committee
Broadcasters want certain restrictions for avoiding interference:
Fixed service only; no personal/portable devices
No co- or adjacent channel operation, geolocation in addition to RF sensing

26. Is All Television Going Digital?
Yes, but not yet
Low Power Stations Will Remain Analog….
For Now D T V
LPTV
Class A – 560 stations
LPTV – stations
Translators – 4410 stations
Class A
FCC Docket
Report and Order
adopted Sept 2004
but did not set deadline
FCC will set an analog
shutoff deadline at some point
Translators
Best Bet for Consumers that Watch
Low Power TV: Buy a New DTV Set
or converter box with analog pass-thru

27. Consumer Confusion About the DTV Transition
If you have a DTV set:
Plan to re-scan
The channels they are a-changin’
VHF is growing; UHF is not enough
Check
If you don’t have a DTV set:
They work much better than a few years ago
They cost much less than a few years ago
All new TV sets will receive DTV signals
Non-digital sets for sale must have a disclaimer
HD-ready sets need HD set top boxes
Analog sets need digital converter boxes

28. “But I’m Sure The Salesman Said The Set I Bought Two Years Ago Would Receive HDTV…”
Not if it says this:
But if it says this, it’s ok:

29. Digital-to-Analog Converter Boxes Versus HD Set Top Boxes
Available now
Approx. $ and up
Analog and Digital HD outputs
Some also receive analog TV
Some with DVR or other functions
D-to-A Converters
Available 1Q 2008
Approx. $50 to $70 minus $40 gov’t coupon
Analog outputs only
Some have analog “pass-thru”
No other functions allowed

30. Common Consumer Questions Page 1
How do I know what digital channels are on the air?
Call us or check
With a converter box, can I see HDTV on my old analog TV?
You can see the program, but not in HD resolution.
What’s the difference between a digital HD set-top box and one of the new digital converter boxes?
HD ability.
Can I use a converter box with my HDTV monitor?
Sure, but why would you?

31. Common Consumer Questions Page 2
How do I tune DTV channels on my new digital TV/set-top box/converter box?
Two-part channel numbers: X-Y
Will my old big outdoor antenna work for all DTV channels?
A good antenna is a good antenna, as long as it covers VHF and UHF.
Can I receive DTV on my computer?
DTV receiver cards and USB devices for computers are available.

32. Common Consumer Questions Page 3
If some of the stations I receive continue to broadcast analog on translators and some are only digital, how do I receive both types?
New DTV sets have both analog and digital tuners. For converter box setups, digital channels are tuned on the converter box, analog channels by the TV set.
How do I receive surround sound on my digital television?
Digital television sets can connect to an external surround sound audio system

33. Common Consumer Questions Page 4
Your DTV channel number is 4-1 but I hear your actual channel is 32. What’s that all about?
Digital channel identification keeps the branding of the analog channel and allows multiple services. So channel 4-2 is the second digital channel from good old channel 4.
I could receive your DTV station when you were on channel X, but now you have changed to channel Y, I can’t see your station. What’s going on?
The station is switching to a new channel due to the DTV transition. Re-scan your DTV set.

34. Common Consumer Questions Page 5
Why does the picture keep changing shape?
Some program segments are 16 by 9 wide-aspect ratio, and some are 4 by 3 standard aspect ratio
Why do people look fat?
Your TV is set to stretch 4 by 3 pictures to fill the 16 by 9 screen. You can reset it.
Why are you transmitting black bars?
16 by 9 pictures on a 4 by 3 screen puts black bars at the top and bottom. 4 by 3 pictures on a 16 by 9 screen puts black bars on the left and right.

35. Thanks! Questions?
Feb 17
2009