1. The US Transition to Digital Television Megan Pollock Senior Manager, Communication, CEA

2. TV Landscape

3. Buying More Digital

4. Digital TV Pricing - Average Wholesale Price, Non-Inflation Adjusted $ -

5. Digital Surpasses Analog

6. DTV vs. Color TV Penetration Includes Sets and Monitors Topped 20% in 2005 DTV year 1 is 1998, CTV year 1 is 1956 Only hit 5% in year 10

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

8. US Regulations

9. U.S. Government Requirements FCC REQUIREMENTS: All new TVs are able to tune and decode over-the- air ATSC signals per this schedule: Screen Size50% of All Units100% of All Units 36” and above July 1, 2004 July 1, 2005 25” to 35”July 1, 2005March 1, 2006 13” to 24” March 1, 2007 Less than 13”March 1, 2007 TV interface devices (e.g., VCRs) March 1, 2007 U.S. LAW: Full-power analog TV broadcasts will be turned off February 17, 2009 June 12, 2009; analog spectrum has been sold (auctioned), primarily to mobile operators

10. Converter Boxes Congress provided ~$1.8 billion for subsidy coupons to assist consumers who do not want to buy a new TV or subscribe to a pay-TV service (e.g., cable, satellite) $40 coupons, two per household, may be used to buy a digital-to- analog converter Dept. of Commerce has certified many models which are now available at stores and online, priced $40 to $60 July 31, 2009 was the last day to apply for a coupon In all, 34.8 million households ordered 64.1 million converter box subsidy coupons. As of Nov 4, 34.8 million coupons had been redeemed. On Nov 9 2009 the final coupons will expire.

11. Consumer Education

12. Awareness of the DTV Transition

13. DTV Transition Coalition Public/private partnership Over 240 members

15. DTV 101 Video

16. Quick Start Guide

19. Results

20. Success! “Switch to Digital Television Went Remarkably Well” USA Today “Changeover to Digital TV Off to a Smooth Start” New York Times “Digital TV Conversion isn’t Creating a Lot of Waves” LA Times “Few Early Glitches Reported in DTV Switchover, Day One” CE Daily

21. Thank You Megan Pollock mpollock@ce.org +1.703.907.7668 mpollock@ce.org