1. Digital Television (DTV)
Transition Overview

2. DTV Awareness General awareness rises to 97% in January 2
Source: NAB surveys, Aug. 05, Jan. 07, Sept.07, Jan. 08, May 08, Oct. 08, Jan. 09 2

3. DTV Transition DTV Delay Act
Moves mandate of analog shutoff to June 12
Stations must apply or re-apply to FCC to drop analog early
Must file with FCC to transition on or before 2/17 now
Monday 11:59PM EST deadline
Allows consumers to re-apply for converter box coupons—contingent on future funding in stimulus bill 3

4. DTV Transition Station Options
Transition on or before Feb. 17 as originally planned
Additional legal requirements
Potential loss of viewers
Transition date between Feb. 17 and June 12
Additional consumer confusion
Need for coordination with other stations in DMA
Transition on June 12
Analog equipment issues
Converter box coupon issues likely resolved 4

5. DTV Transition On the Phone: Jane Mago Ann Bobeck
Executive VP/General Counsel
NAB
Ann Bobeck
Associate General Counsel
NAB

6. DTV Transition Scenario 1 All stations in market transition on Feb. 17
Stations continue countdown clocks
Stations continue February 17 messaging for spots
FCC: Run 120 viewer notifications, run crawls for five minutes at top of each hour beginning 2/10; last 2 days – 10 minutes
Try to get all stations in market to run a Nightlight video
Notify member(s) of Congress 6

7. DTV Transition Scenario 2
Some stations in market go digital before June 12
Stations going on June 12
Run spots promoting new date
Long form, mention that some are going earlier
Hold off on countdown clocks
Stations going prior to June 12
Spots and news stories about your specific shutoff date
Long form info about other stations
Continue with your countdown and other requirements if going on Feb. 17 (including re-filing requirement)
All stations should update web sites ASAP
NAB will direct viewers to station sites for specifics
Notify member(s) of Congress 7

8. DTV Transition Scenario 3 All stations in market go digital on June 12
Run new spots, crawls, etc. promoting new date
Update web sites
Hold off on countdown clocks for now 8

9. DTV Transition On the Phone: Jane Mago Ann Bobeck
Executive VP/General Counsel
NAB
Ann Bobeck
Associate General Counsel
NAB

10. Digital Television (DTV)
Transition Overview

11. DTV Transition Call Center: 888-CALL-FCC
Integrated Government/Industry hotline
Viewers will get info from nightlight video
How to install converter boxes
How to re-scan
How to position antennas
Automated System
Identifies viewers by zipcode, type of reception
Answer basic questions
Direct viewers to live operators or NTIA coupon center

12. DTV Transition Call Center: 888-CALL-FCC
Integrated Government/Industry hotline
Live “trusted advisor” operators
Staffed by industry, FCC
Neutral-outcome scripts
Answer more complex, nationally-answerable questions
Local Help Desks
For local reception issues
State broadcasters
DMA lines
Stations

13. DTV Transition Campaign Changes
Revamped website and marketing materials
Updating graphics
New Q&A sheet
Eventually completely updated
New 30-minute educational program
Currently in production
Distribution by end of March
“Analog Nightlight” program
Promotes no specific transition date
Distribution next week

14. DTV Transition Campaign Changes Running spots with no date reference
Re-distributing “Not Technically Minded”
Antenna-focused
New spot announcing June 12 date
30-second version, English and Spanish
Fed out the past 2 days; re-feed next week
Latest satellite feed details also at:

15. DTV Transition Campaign Changes
Urging networks not to run date-specific DTV spots
Dates varying by market
Syndicators only use spots with no date

16. DTV Transition Campaign Changes DTV Road Show DTV Speakers Bureau
Ending on Feb. 17
DTV Speakers Bureau
Continuing with changed focus
Targeted events 16

17. Digital Television (DTV) Transition Campaign Overview

18. DTV Transition
Challenges
Split Markets
Contour Changes
Coupons 18

19. DTV Transition Marketing Challenge: Split Markets Coordination is key
Nightlight video is key
No countdown clock
Except for stations transitioning on 2/17
Long form education crucial

20. DTV Transition Challenge: Contour Changes FCC Contour Change Report
Issued by FCC on December 23, 2008
1553 stations will experience a net viewer gain
196 stations will experience a net viewer loss
319 stations will see 2% or more of their current analog viewers unable to view digital
Maps of predicted coverage may not match actual coverage in all cases 20

21. DTV Transition Challenge: Contour Changes WSTM (NBC) – Syracuse, NY
Population Receiving Analog Service: 1,168,301
Population Receiving Digital Service: 1,272,080
Analog Population Losing Service: 56,035
Population Gaining Digital Service: 159,814
Net Gain: 103,779

23. DTV Transition Challenge: Coupons No new money in legislation
Time to process wait list
Possible converter box inventory issues
Link to DMA waiting list at: 23

24. DTV Transition Thank you for joining us today! Additional questions
Send to: 24

25. Digital Television (DTV)
Transition Overview