Getting Consumers Ready For February 17, 2009 Marcellus Alexander Executive Vice President, Television NAB

“We must all hang together or most assuredly we will hang separately” -- Ben Franklin

DTV Transition DTV Transition Coalition Steering Committee  NAB  Association of Public Television Stations (APTS)  MSTV  Consumer Electronics Association (CEA)  National Cable & Telecommunications Association (NCTA)  Leadership Conference on Civil Rights (LCCR)  Consumer Electronics Retailers Coalition (CERC)  LG Electronics  AARP  Broadcast Networks

DTV Transition DTV Transition: February 17, 2009  All full-power broadcasters must complete transition to digital broadcasting by Feb at 11:59pm.  Mandated by Deficit Reduction Act of 2005

DTV Transition Who’s Affected?  19.6 million OTA-only Households  14.7 million HHs with some OTA  Total OTA HHs: 34.3 million  Total OTA TV Sets: 69 million Source of estimates: NAB Research analysis of Spring 2006 Knowledge Networks/SRI Home Technology Monitor survey; Nielsen U.S. TV Household estimates.

DTV Transition Disproportionately Affected Groups:  Seniors  Minority Populations  Low Income  Rural Areas

DTV Transition 1.Purchase a digital-to-analog converter box Government providing $40 coupons starting Jan Purchase a TV with a built-in digital tuner 3.Subscribe to a pay TV service (i.e. cable, satellite, or telco video provider) How do consumers prepare for the DTV transition? Three Options:

What we have done...  Research: surveys / focus groups  DTV Media Briefings: NY, Chicago, Silicon Valley and Washington, DC  Developed / distributed Congressional “Tool Kits”  Capitol Hill briefings with House & Senate staffers  Helped coordinate Congressional DTV Caucus  Organized DTV Transition Coalition…161 orgs  National Conferences: DTV staff will attend 20+ in 2007  Launched DTVanswers.com

What we’re doing now...  Finalizing DTV video package that will include PSAs, interviews, b-roll and graphics…mid Sept distribution  Recruiting for Speakers Bureau…8k planned engagements reaching 1M people by Feb ‘09  Developing DTV toolkits for state & local elected officials  Scheduling more national reporter briefings  Working with NTIA and IBM on their coupon program

What we’ll do next…  DTV “Road Show”…200 cities/500 events by 2/17/09

DTV Transition DTV Road Show 500 Events Nationwide (MME Marketing, Atlanta)

What we’ll do next…  DTV “Road Show”…200 cities/500 events by 2/17/09  “DTV Day” on Capitol Hill  30 minute educational video (early 2008)  Developing partnerships with local/state govts to increase awareness  Panel discussions at major conferences  Other multilingual spots (2008)  Tracking consumer awareness quarterly

Revenue Opportunities…  Sponsored info spots/IDs/programs  DTV Mall Expos  DTV set giveaway promotions w/ radio stations  National retail store tie-ins  Antenna promotions with retailers

What we’d like you to do…  Take the lead position in the educational effort in your markets  Utilize all your tools: news stories, promos, PSAs, speakers etc.  Let us know when you have successful ideas to share…  Or if there’s any additional way NAB can be helpful

DTV Transition Two good websites:  DTVanswers.com  NAB’s DTV website  DTVtransition.org  DTV Transition Coalition website

530 Days Left!

Thank you!