Download Awareness jumps to 91% nationally

Digital Television (DTV)
Transition Campaign Overview
DTV Awareness
100
90
80
70
60
50
40
30
20
10
0
Awareness jumps
to 91% nationally
All Households
May-08
Feb-08
Nov-07
Aug-07
May-07
Feb-07
Nov-06
Aug-06
May-06
Feb-06
Nov-05
Aug-05
Broadcast-only
DTV Transition Awareness
NAB Survey
 Fielded May 2008
 State by state data currently being analyzed
 News releases on state-by-state awareness coming out
in the next two weeks
 NAB will distribute awareness data to our primary
station contacts list
 Goal: Distribute important info to stations while creating
news about the transition
Digital Television (DTV)
Transition Campaign Overview
Government Actors
NTIA
 15,302,839 coupon applications received from
8,077,114 households
 2,346,855 coupons redeemed
 184,583 coupons expired
 Average daily order: 103,398 coupons per day
 86 converter boxes certified, 20 with analog pass
through
 Retail certifications closed; last retailers trickling in
Government Actors
Most coupon applications
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Texas: 1,414,131
21% OTA
1,715,000 OTA households
California: 1,431,621
16.5%
1,990,900
Michigan: 678,354
14.5%
566,100
Pennsylvania: 683,704
9.6%
465,840
Illinois: 819,666
17.1%
801,940
Ohio: 702,918
15.9%
720,800
Florida: 718,185
8.9%
637,410
New York: 676,413
9.5%
668,330
Indiana: 476,793
18.6%
453,380
Missouri: 437,479
20.9%
478,030
(as of 5/30) Numbers available by state and zip at ntiadtv.com/coupon_stats.cfm
Government Actors
NTIA
Coupon Distribution
 NTIA began taking orders Jan. 1 – started distributing
coupons on 2/17/08
 Two weeks to process applications – additionally,
working through a backlog
 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 – yet
Government Actors
NTIA
Certifications: Boxes
• 86 DTV converter boxes are certified for purchase
with coupon
• EchoStar box retails for $39.99 (Coupon is $40)
• 20 boxes have analog “pass-through” option
• Boxes certified for coupons cannot have analog
tuners
• See www.ntiadtv.gov for updated lists of
boxes
Government Actors
NTIA
Certifications: Retailers
• 1,735 retailers, representing over 19,100 stores are
participating in coupon program
• Includes leading retailers: Best Buy, Circuit City, WalMart, Sam’s Club, Radio Shack
• New retailers: Sears & Target
• No new retailers can enter program (March 31
deadline)
Digital Television (DTV)
Transition Campaign Overview
Challenge: Low Power
Low power stations remain in analog
 Issue: Boxes without “analog pass through” option block
analog signals
 Low power stations – community broadcasters, Class A,
translators – stay in analog; stations across border in analog
 Extremely complicated message for low-power viewers –
community broadcasters and translators
 Low power message can and will confuse full-power
viewers if disseminated widely
 NAB concerned with translator issue
Challenge: Low Power
Solutions
NAB crafted plan to educate consumers on DTV
 Market identification: Complete
 Web site: www.LPTVanswers.com provides info for consumers
 National retailer outreach: Complete
 Local station meetings: Ongoing
 Local retailer outreach: Ongoing
 DTV Speaker’s Bureau activation: Complete
 LPTV Action Spots: Complete – distributed in April
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
• Problem: “Digital cliff” effect
• Solution: Antenna spots in next round of DTV action spots
• Solution: Talk about antennas in newscasts
• Solution: Multidirectional antennas like these
Digital Television (DTV)
Transition Campaign Overview
Best Practices
Station Analog Shut-Off Tests
 Simulating digital-only during newscasts
 KVBC-TV (NBC) in Las Vegas and KGMB-TV (CBS) in
Honolulu
 Market-wide tests
• Orlando, FL on June 25th
• 11 stations, excluding Fox affiliate
• 1 minute shutoff test at 7:59 p.m.
• 2 more tests before the end of the year
• Omaha, NE in planning stages
Best Practices
• KVBC-TV Case Study
 “Pulling the Plug”
• Station simulated analog shut-off during several of its
newscasts on May 2nd
• Viewers saw cable getting pulled in control room
• Used static graphic with DTV phone number and
website
• Crawl with DTV Answers logo and information
Best Practices
On the Phone:
Lisa Howfield
General Manager
KVBC-TV (NBC)
Las Vegas
Digital Television (DTV)
Transition Campaign Overview
Industry and Consumers
DTV Transition Coalition
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232 members, up from eight last year
Industry, consumer, grassroots organizations
Monthly meetings at NAB are national “forum” of DTV issues
Organizations have pledge to distribute DTV materials to
their membership
 State-level coalitions in early stages in Nevada, Ohio,
Michigan, Minnesota and Maine
 Mailed DTV information to all state public utility commissions
Outreach: DTV Action Spots
DTV Action Spots
 Six spots released thus far
• Fed by satellite (Re-fed on 4/4)
• Scripts available at: www.dtvanswers.com/actionspots
• State associations instrumental in getting word out about spots
30 minute educational TV program
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Focus: A-Z of DTV transition, with special focus on converter boxes
Shot and distributed in SD, HD, English, Spanish
Fed by satellite in mid-March
Format/timing sheet available at: www.dtvanswers.com/formats
Outreach: DTV Toolkits
DTV Toolkits
 With help of SBA’s, DTV toolkits were sent to educate
elected officials at the federal, state and local levels
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Sample speeches, op-eds, press releases
PowerPoint presentation
Web banner ads
Background info sheet
Talking points
Marketing collateral
Flash countdown clock
Outreach: DTV Toolkits
Toolkits sent to:
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All 535 members of Congress
Governors, Lt. Governors, Sec’s of State
7600 state legislators
Mayors of 200 largest big cities
State aging agency directors
State municipal association executive directors
State county association executive directors
Working with National League of Cities to distribute e-kits to
municipal officials
 Next step: E-kits to state legislators and local officials
Outreach: Media Relations
Media outreach
 Launching weekly email to reporters with updates about
DTV transition, coupon program and NAB campaign
 Electronic press kit sent to reporters nationwide
 19,000 contacts with reporters since early 2007
 Over 7,500 stories generated, with increasing
frequency, in all 50 states
 Reporter briefings: New York, Chicago, Silicon Valley,
Washington D.C.
 Facilitating media briefings with state broadcaster
associations in 50 state capitals
Outreach: Online
DTVAnswers.com
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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
www.dtvanswers.com/toolkit
 Station tools available at
www.dtvanswers.com/membertools
Outreach: DTV Road Show
600
Events
Nationwide
First Step:
We Contact
State Assn’s
DTV Trekker stop at NBC 4 Fitness Expo in Washington, DC
Outreach: DTV Road Show
How NAB promotes DTV Trekker
 News Alerts
• Phone contact with news desks of stations,
newspaper reporters
• E-mail alert to GM of stations in market
• E-mail from NAB to group executive
• State broadcaster associations notified
• Participation by local broadcasters maximizes events
Outreach: DTV Road Show
Recent Visits
 OK Assoc. of Broadcasters
(Oklahoma City)
 Phoenix, AZ
 San Antonio, TX
 New York, NY
Upcoming Visits
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Memphis, TN (6/12)
San Diego, CA (6/13)
Detroit, MI (6/20)
Minnesota (Late August)
Outreach: Speakers Bureau
DTV 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.
Outreach: Speakers Bureau
DTV Speakers Bureau
 1,091 speakers registered thus far from 665 stations
and broadcaster associations
 3200+ engagements booked
 1720+ engagements completed
 Average audience: 128 (Goal is 125)
Outreach: NAB to Stations
NAB Station Outreach
 Webcasts
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First webcast: December 5, 2007
Second webcast: January 31, 2008
Third webcast: April 4, 2008
Schedule: Every 6-8 weeks
Webcasts archived at:
www.dtvanswers.com/webcasts
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
Digital Television (DTV)
Transition Campaign Overview
DTV Transition
Wilmington Experiment
 Four commercial TV stations – WWAY (ABC),
WILM (CBS), WECT (NBC) and WSFX (Fox) go
exclusively digital September 8, 2008 at 12pm
 Public station, WUNJ, not participating – cites
concerns over emergency weather
 Other low power stations not participating
DTV Transition
Wilmington Experiment
 Challenges
• Wilmington Awareness: 89% aware that TV is going
digital, but…
• 31% believe it is happening February 17, 2009
• 19% believe it is happening September 8, 2008
• A lot of “unlearning” to do
DTV Transition
Wilmington Experiment
 Other challenges
• 66% of viewers in Wilmington view programming
originating outside of the market
• CBS station (WILM) is low power and does not reach
entire DMA
• Public station WUNJ is promoting February date
• Confusion: These viewers will see PSAs promoting
two different transition dates
DTV Transition
Wilmington Experiment
 Other Challenges
• Network, syndicated spots: Networks and
syndicators are running national spots promoting a
February 17, 2009 transition – all of which must be
blocked by stations
• Vacation Homes: Thousands of vacation homes may
have antennas, but homeowners may not be there to
upgrade before September 8
DTV Transition
Wilmington Experiment
 Broadcasters taking action
• Public Service Announcements
• Four commercial stations have produced their
own Wilmington spots
• NAB is producing Wilmington versions of our
national spots
• NAB working with radio stations to promote
transition
• Extensive news coverage of transition
DTV Transition
Wilmington Experiment
• Web site: NAB purchased www.DTVWilmington.com
for stations to educate viewers
• Grassroots
• DTV Speakers Bureau: Eight broadcasters trained to speak
at local venues
• National Black Church Initiative in Wilmington
• DTV Trekker: Road Show to visit Wilmington full two weeks
before switch
• Stations are contacting retailers, property managers
DTV Transition
258 Days Left!