1. Digital Television (DTV)
Transition Campaign

2. DTV Transition Today’s Agenda Webcast Archives
Station best practices and examples
Converter box program developments
DTV Transition campaign updates
Webcast Archives

3. DTV Transition Best Practices Spots DTV Road Show DTV Speakers Bureau
DTV Town Hall meetings
News coverage

4. DTV Transition Spots NAB has produced and distributed three spots
“Get the Facts”
“Revolution”
“Trekker”
Three more spots in early February

5. DTV Transition Spots Station-specific spots Anchor-driven spots
Produced spots

6. DTV Transition DTV Road Show Grassroots marketing initiative
Great visuals
600 events nationwide in 200 markets
Swing through Virginia
Four cities: Richmond, Charlottesville, Chesapeake, Roanoke
Coverage by 22 news organizations
Station-specific events
NBC4 Health and Fitness Expo

7. DTV Transition DTV Speakers Bureau
956 speakers registered from 554 stations and state broadcaster associations
Average audience: 167 attendees
Host: Family Career Community Leaders of America (FCCLA) hosted four regional meetings featuring DTV
Average attendance:
Significant news coverage

8. DTV Transition DTV Town Hall Meetings
Community event to stress importance of DTV Transition
Can serve to fill the 30 minute television program requirement of NAB plan
Best practice: Chicago Univision event
December 8
On air promos
Attendance: 700

9. DTV Transition News Coverage
Converter boxes begin hitting shelves in February
NTIA begins distributing coupons on February 17, 2009 (two week turnaround)
Some retailers won’t be carrying converter boxes (Tweeter, high-end consumer electronics stores)
Converter box coupons won’t last at this rate

10. Digital Television (DTV)
Transition Campaign

11. DTV Transition Government Update NTIA Update Coupon update
DTV Challenges
Coupon timing
Full power/low power
Antennas

12. NTIA Update
2 million households have ordered 3.7 million coupons (as of January 24, 2008) 12

13. NTIA Update More than 10% of total coupon allocation
Demand for coupons now averaging 70k/day
60% of applications through
40% through phone (888-DTV-2009), mail and fax
Applications: Roughly 50% broadcast-only households, 50% cable plus OTA 13

14. Coupon Distribution
NTIA currently taking orders – will start distributing coupons on 2/17/08
Two weeks to process applications
With coupons, consumers get list of local retailers, web retailers, and catalogs accepting the coupon
Coupons expire 90 days after delivery of coupon
Consumers cannot re-apply for coupons 14

15. Coupon Demand Top 10 States Texas (21%) California (16.5%)
Michigan (14.5%)
Pennsylvania (9.6%)
Illinois (17.1%)
Ohio (15.9%)
Florida (8.9%)
New York (9.5%)
Indiana (18.6%)
Missouri (20.9%)
NOTE: Percentages refer to the total number of OTA households in each state. Numbers available by state and zip at ntiadtv.com/coupon_stats.cfm

16. NTIA Retailer Certifications
Certifications: Retailers
250 retailers, representing 15,000 stores have “expressed intent” to participate in coupon program
NTIA is “fully confident” that boxes will be available in stores by late February
Retailers association and companies privately echo NTIA on boxes being available 16

17. NTIA Retailer Certifications
Includes 8 of 10 top retailers 17

18. NTIA Update Certifications: Boxes
34 DTV converter boxes are certified for purchase with coupon
EchoStar box will retail for $39.99 (Coupon is $40)
Three boxes have analog “pass-through” option
Certified boxes cannot have analog tuners 18

19. NTIA Update NTIA has committed to making coupon data public By state
By DMA
By zip code 19

20. Challenge: Coupon Process
Coupons take two weeks to process
Issue: Consumers who wait until the last two weeks will lose TV reception unless they buy box without coupon
Survey: 25% of coupon applicants will wait until the last 30 days
Industry could receive blame for viewers not upgrading, and will also lose viewers during sweeps 20

21. Challenge: Coupon Process
Solutions
Spots: NAB will produce a “last chance to get your coupon” spot, for release in January 2009
Spots: NAB will urge “kill date” on all coupon spots as of February 1, 2009
Coverage: NAB will promote issue heavily in Pulse and through station communications 21

22. Challenge: Low Power Low power stations stay in analog
Issue: NTIA prohibited analog tuners and neglected to require analog “pass through” for certified boxes
Boxes without “pass through” option block analog signals – must be disconnected for viewer to see analog programming 22

23. Challenge: Low Power Low power stations stay in analog
Low power stations – community broadcasters, Class A, translators remain in analog
Cross-border stations remain in analog
Spanish speakers in El Paso will have American programming in digital, while programming from Mexico is in analog 23

24. Challenge: Low Power Low power is confusing
Little public awareness on whether stations are FP or LP
No Nielsen data how many LP households exist
Extremely complicated message for low power viewers – community broadcasters and translators
Low power message, if disseminated widely, can and will confuse full power viewers

25. Challenge: Low Power Solutions Consumer solution:
Buy a new TV set, with analog and digital tuners
Buy a converter box with a “pass-through” option
At least three “pass-through” boxes will be manufactured
Consumers who purchase a box without “pass-through,” must purchase an A/B switch and splitter
Cost: ~$15 at Radio Shack 25

26. Challenge: Low Power NAB Action
Meeting among broadcasters in DTV Coalition scheduled for February
Released a document explaining problem to stations and state broadcaster associations:
Produce and distribute two minute spot explaining low power issues to community stations
Work with FP stations that use translators to create market-specific messages on issue
Work with FCC to allow original content (issue-specific spots) to air on translators 26

27. Challenge: Antennas Antennas maximize reception…
But in some cases, are necessary to upgrade
Problem: 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 need to talk about antennas
Solution: Market-by-market and station-by-station approach
Solution: Promote antennas that receive both UHF and VHF 27

28. Disposing of Old Sets TV Recycling
CEA maintains Web site with recycling locations – 28

29. Digital Television (DTV)
Transition Campaign

30. DTV Awareness Awareness jumps from 49-83% after TV spots
Source: NAB surveys, Aug. 05, Jan. 07, Sept.07, Jan. 08 30

31. Outreach: DTV Action Spots
Three spots released thus far
Fed by satellite
NAB alerts stations six times:
“DTV Action Item”
to state broadcaster associations
to group executives
Story in NAB “Pulse”
Reminder day before feed
Reminder day of feed 31

32. Outreach: DTV Action Spots
Next spots: Distributed before 2/17/08
30, 25/5, 15 second versions
“Just a Box,” “Future is Here,” “Digital in the Air”
Produced January in Los Angeles
Focus: Converter box option, coupons
10-12 spots distributed March ’08 to February ‘09 32

33. Outreach: TV Program 30-minute educational TV program
Producer: Park Hill Entertainment, Los Angeles
Focus: A-Z of DTV transition, with special focus on converter boxes
Shot and distributed in HD, SD
Produced in English, Spanish
Includes interviews with FCC Chairman Kevin Martin; U.S. Secretary of Commerce Carlos Gutierrez
Distribution: Mid-February 33

34. Outreach: Speakers Bureau
Purpose: Utilize industry’s grassroots and personnel resources as a “ground campaign” to compliment “air campaign” of spots and news coverage
Goal: 8,000 speaking engagements
Audiences: Rotary clubs, Kiwanis clubs, retirement centers, manufacturing plants, schools, etc. 34

35. Outreach: Speakers Bureau
977 speakers registered thus far from 596 stations and broadcaster associations
1152 engagements booked
Plan in place for further media promotion when 1000/1000 is reached
262 engagements completed
Average audience: 167 (Goal is 125)
Running ahead of benchmarks
Register at DTVspeak.com 35

36. Outreach: DTV Road Show
600 Events
Nationwide
First Step:
We Contact
Stations
DTV Trekker stop at Totally Tejas event in San Antonio, TX 36

37. Outreach: DTV Road Show
How NAB promotes DTV Trekker
News Alerts
Phone contact with news desks of stations, newspaper reporters
alert to GMs of stations in market
from NAB to group executives (beginning January)
State broadcaster associations notified
Participation by local broadcasters maximizes events 37

38. Outreach: Online DTVAnswers.com Launched in March 2007
Best consumer Web site on DTV
Link to or use copy for station Web sites
Banner ads to promote site available at
Station tools available at 38

39. 39

40. Outreach: Online DTV Transition info available: Wikipedia.org
Article about DTV transition
Youtube.com
NAB promotional DTV video
Myspace.com
Spots, photos, etc.
Facebook.com

41. Outreach: NAB to Stations
NAB Station Outreach
“DTV Action Item” s
Only with action-related materials (like satellite feeds)
“DTV Update” s
News and information – passive and less often
Station Checklist:
Best Practices:
Marketing collateral available
New brochures: February 2008 41

42. Outreach: NAB to Stations
Other Station Tools
DTV Style Guide and Messaging Toolkit
Produced by Peter Martin
Distributed electronically 1/25/08
Hard copies delivered to station GMs in February
Graphic elements available for stations (
All station tools available at: 42

43. Antennaweb.org
Website to help consumers select an appropriate over-the-air antenna
Increased popularity as DTV transition moves forward
NAB partnering with CEA to update and co-sponsor the Web site 43

44. DTV Transition
383 Days Left! 44