1. 1 The End of Analog; The Beginning of the Coupon- Eligible Converter Box Program; and an Opportunity to Approach Recycling Responsibly Marc Pearl – CERC Executive Director Metropolitan Washington COG Recycling Committee March 20, 2008

2. 2 Consumer Electronics Retailers Coalition  CERC formed >10 years ago to represent CE and general retailers who sell CE on their public policy agenda and help coordinate their “voice”  Primary role – to educate, advocate and instill consumer and market confidence in CE policy issues. Cable Box; DTV Transition; Theft of Service; IPR; and Recycling.  Represent a wide range of national CE companies and related trade associations – including Amazon.com, Best Buy, Circuit City, RadioShack, Sears, Target, Wal-Mart. oRetail Industry Leaders Association (RILA); North American Retail Dealers Association (NARDA); and the National Retail Federation (NRF) and work closely with all the state retail associations.  Consumer Education: CERC members are the “face” consumers see when purchasing CE and to find out about opportunities to return those that have reached their EOUL.  Advocacy Position: How best to incorporate a ‘true’ Product Stewardship | Shared Responsibility Approach involving ALL of the affected stakeholders.  Our nation needs a national solution and cannot afford a patchwork of divergent state laws on the handling of CE devices.

3. 3 Why America is Switching to Digital Television (DTV) Digital is a more efficient way to broadcast, which will free up the airwaves for other services, such as public safety. DTV also results in clearer pictures and more programming channels, and enables over-the-air high-definition television (HDTV) for consumers with HD television sets.

4. 4 Who is Affected? Disproportionately Affected Groups:  Seniors  Minorities  Low Income  Rural Areas Who is not Affected?  Any TV that already has a digital (ATSC) tuner and/or is connected to a cable, satellite or teleco service.

5. 5 U.S. TV Reception Profile U.S. TV Reception Profile Percentage of U.S. Households

6. 6 How Does One Receive a DTV Signal? Purchase a DTV converter box beginning mid-February 2008. Purchase a new television set with a built-in digital tuner recently and going forward – DTV or HDTV Subscribe to a pay TV service – i.e. cable, satellite or a telephone company video service provider – providers probably will continue to send an analog signal to their subscribers for at least another 3-4 years.

7. 7 Past Key Dates/Timelines March 1, 2007 – Tuner Mandate – Last date manufacturers could import any device with an analog tuner ONLY – Therefore, most consumers who have already purchased a new device will have an ATSC tuner inside, so they will not need a converter box if they use an antenna May, 2007 – FCC mandated that retailers label (on shelves and website) any/all remaining analog-only TV receivers. August 15, 2007 – NTIA announce choice of IBM Consulting as the “Turn-key Program Contractor” for $1.5b “Coupon-Eligible Converter Box” (“CECB”) Program.

8. 8 Going Forward – Key Dates January 1, 2008 – Households have begun to apply to the NTIA for up to two (2) $40 “coupons” – Coupons mailed out beginning mid-February. Early 2008 – CECBs have begun to be distributed to participating retailers and on shelves – ready for coupon redemption. March 31, 2008 – Last day retailers have to “Register & Qualify” for the program. Willingness & ability to accept the government-issued “coupon” towards payment of a CECB. February 17, 2009 – Last Analog OTA Broadcasts March 31, 2009 – Last day for a household can apply for their $49 coupons Around July 10, 2009 – Last coupon expires

9. 9 Some Background Statistics $1.5b for total program ($40/coupon – no more than 2 per household address; administration; marketing; consumer education) Enough $$$ for about 33.3m coupons 2.8 TVs per household About 17% of households (about 20m) are 100% OTA Additional 35-50m TV sets are ‘untethered’ Some are being used for DVDs & games only (30%) NAB survey data indicates that by February 2009 more than 25% of OTA households and 33% of those with “untethered” sets will have purchased a new DTV or HDTV receivers.

10. 10 Retailer Participation/Certification Voluntary No compensation to participate Need to complete a Central Contractor Registration (www.ccr.gov) to receive timely EFT payment (this should not make you a “government contractor,” as such registration is only a first step for those who wish to become one)www.ccr.gov Certification by NTIA based on – Ability to redeem “expeditiously and efficiently” Established distribution channels Ability to enforce restrictions on use of coupons Previous experience in selling CE products

11. 11 The Market for CECBs The Market for CECBs Questions all the Interested Parties Have to Face Statistics differ as to how many households – Rely exclusively on antennas Have “untethered” TVs Watch OTA broadcasts on untethered sets Will want CECBs

12. 12 Retailer Role in Consumer Education In store now on remaining “analog-only” products (FCC imposed a labeling program) Answering previous customer questions on sets sold over past years Customers may ask – Do you plan to offer basic converter boxes? Will you offer ‘more’ choices? Coupon Program – eligibility, application process & certification of eligible boxes Concerns surrounding “upselling” CERC Guides and Information Active participation in DTV Transition Coalition

13. 13 Who Will “Make” the CECB? At least 61 converter boxes have already been certified Expected MSRP before the $40 coupon is applied: $39.99-70 per box

14. 14 Consumer Electronics Retailers Coalition Resources  CERC has published a CONSUMER GUIDE to the DTV Transition and the NTIA Program, at – http://www.ceretailers.org http://www.ceretailers.org  Visitors can find links to NTIA, FCC, and DTV Transition Coalition  Look for updates to the CERC Guide as more information becomes available – Spanish version also  CERC posts NTIA-related guide information  Government Resources:  www.dtv.gov – FCC www.dtv.gov  http://www.ntia.doc.gov/dtvcoupon/index.html - NTIA http://www.ntia.doc.gov/dtvcoupon/index.html

15. 15. com DTV Education

16. 16 Founded on February 28, 2007 with 8 members – now with more than 200! CERC is a “Founding Member” The Coalition is comprised of business, trade and industry groups as well as consumer organizations that share a vital interest in a smooth transition. Coalition’s Mission No consumer should lose free over-the air television reception in February 2009 due to a lack of information about the DTV transition.

17. 17 But What About the OLD TVs? Will people throw out more than usual? Not sure Why should they? The analog-only tuner TV is still good and will work with DVDs, VCRs, Games, on Cable, through a CECB. A number of options will still exist…

18. 18 What To Do With Unwanted TVs Are old TVs “unusable” or merely “unwanted”? Where can strong “Consumer Education” play a role? Go to: www.MyGreenElectronics.orgwww.MyGreenElectronics.org Plug in zip code and learn where to recycle Encourage Goodwill and other groups to provide analog TVs to consumers with links to CECBs

19. 19 Voluntary Efforts Must Continue, Be Encouraged and Expanded Recyclers, Retailers, Manufacturers, Municipalities and Charitable Organizations must cultivate and develop nurturing partnerships to encourage active voluntary efforts. Voluntary/Marketplace Examples Abound: Plug-In-To-Recycling Pilots and Collection Events E.g., Best Buy, Staples, Office Depot, HP, Dell, Apple Retailers have installed in-store recycling kiosks that take-back batteries, ink cartridges and/or cell phones, etc. Additional retailers either sponsor mail-back programs or on-site collection events.

20. 20 Thank You We Look Forward to Continuing to Work Closely with the COG But in the meantime… Please Join the DTV TRANSITION COALITION!! Marc Pearl – CERC Executive Director info@ceretailers.org http://www.ceretailers.org