Digital Television (DTV) Transition Campaign Overview

100 Day Initiatives Station Activities Countdown spot to run on November 10 “Less than 100 days” spot to run from 11/11-11/17 Animated graphic bugs to run each day Download at www.dtvanswers.com/countdown Consider analog shut-off test Checklist available www.dtvanswers.com/shutofftest News coverage of DTV issues Converter box setup, antennas, apply for coupons now 2

100 Day Requirements Under NAB Plan (Option 2) Each station must air at least one of the following, once per day: Graphic Display Animated Graphic Graphic and Audio Display Any of above must be 5-15 seconds in length Show number of days remaining until transition to digital Include phone number and/or website for more details Longer Form Reminders “Ask the Expert” segment/Q&A 2-5 minutes 3

100 Day Requirements On the Phone: Erin Dozier Associate General Counsel NAB Ann Bobeck Associate General Counsel NAB

Digital Television (DTV) Transition Campaign Overview

DTV Transition Wilmington Experiment Challenges Multiple, confusing messages Hard-to-reach populations Technical/emergency issues Short timeline Severe weather

DTV Transition Wilmington Experiment 97% awareness in August, held through September Results: 553 callers (29 percent) lost one or more channels – many WECT 407 callers (22 percent) “weak or spotty” signals/antenna problems 329 callers (18 percent) had trouble installing converter boxes 185 callers (10 percent) had problems with or awaited coupons 163 callers (9 percent) knew about the switch but waited too long 91 calls (5 percent) to FCC were unaware of switch, switch date or thought it would not affect them 53 callers (3 percent) were satellite subscribers with local-into-local 22 callers (2 percent) were cable plus households The 25 remaining callers (2 percent) had other problems

DTV Transition Wilmington Experiment Lessons Learned Saturating with ads still may miss vulnerable populations Small number of late adopters will not upgrade in time Stations should urge viewers to take action early Analog shut-off tests can be helpful in gathering information Coordination between stations and pay service providers Periodic, structured conference calls with station GMs and engineers Working with local organizations, especially social workers 8

Digital Television (DTV) Transition Campaign Overview

DTV Action Spots New Messaging Urge viewers to enjoy digital NOW Help others make transition Assist with coupon application Hook up converter box Get right antenna DTV checklist New spots being delivered week of Nov. 18 10

Challenge: Coupons NTIA 32,682,800 coupon applications received from 17,456,451 households 13,091,287 coupons redeemed 10,184,470 coupons expired Average daily order: 128,969 coupons per day 79 converter boxes certified, 44 with analog pass through available in retail stores

Challenges: Coupons NTIA Projections Challenges Possible 6 week turnaround Challenges

Digital Television (DTV) Transition Campaign Overview

Challenge: Antennas Some viewers may need to upgrade… 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 May need rooftop or amplified antenna to pick up DTV signals Multidirectional antennas should be promoted Promote antennaweb.org

Challenge: Signal Contours Some stations’ analog signals are stronger than digital… Solution: Newer, better, higher antennas Solution: Communicate with viewers Newscasts Spots 15

Challenge: Re-Scan 16

Digital Television (DTV) Transition Campaign Overview

Challenge: Re-Scanning Re-scanning channels is crucial Channels will move around as 2/17/09 approaches Stations can maintain branding for their channels because of PSIP (Program and System Informational Protocol), but… Viewers will need to re-scan if channels that were previously received disappear and after 2/17/09 when the channel relocations must be completed 18

Challenge: Call Center Answering viewer questions… Approx. 2000 calls in Wilmington Directed to FCC But, on Feb 18th, calls will be directed to stations 19

DTV Transition

Digital Television (DTV) Transition Campaign Overview

Best Practices Station Analog Shut-Off Tests Simulating digital-only during newscasts Approx. 144 stations in 49 markets thus far Upcoming state-wide tests Pennsylvania North Carolina Virginia Arizona Guide available at www.dtvanswers.com/shutofftest

DTV Transition Weekly DTV E-mail (Wednesdays) Satellite feed information Latest details also at www.dtvanswers.com/satellitefeed New station tools added to website Webcast information News and regulatory updates Highlight station best practices

Outreach: NAB to Stations Resources All station tools available at: www.dtvanswers.com/membertools DTV Style Guide and Messaging Toolkit Graphic elements available for stations: www.dtvanswers.com/graphicelements Station Checklist: www.dtvanswers.com/checklist “Cheat Sheet” to handle viewer phone calls Sample op-ed on DTV Transition Teaser copy for station news stories: www.dtvanswers.com/teasercopy Sample crawls for stations: www.dtvanswers.com/crawlscopy

DTV Transition 103 Days Left!