Univision Launches DTV Consumer Education Campaign
Univision, the largest Spanish-language television network in the United States this week launched a multiplatform campaign to inform Hispanic consumers about the DTV transition.
The network, which claims that it reaches 99 percent of the U.S. Hispanic population says its campaign is “well ahead” of other broadcast networks in educating consumers about the analog shutoff scheduled for February 2009. The initiative, which is being launched in several phases, kicked off this week with the airing of 30-second PSAs on its broadcast networks (Univision and TeleFuture), local television stations, radio stations and online.
The second phase will provide instructions on how to receive additional information and obtain discount coupons for the required conversion devices. Univision has also launched a dedicated Web site
with detailed information about the transition. The network also said it is working with the FCC and the NTIA to set up a Spanish-language toll-free hotline to handle questions about the transition.
Over the next several months, Univision also plans to air special programs about the transition, cover the issue in its local and national news and public affairs programs and host national interactive events.