NAB rolls out $697 million consumer DTV education campaign
The National Association of Broadcasters (NAB) Monday announced during a press conference in Washington, D.C., a $697 million campaign to educate the nation’s TV viewers about the February 2009 transition from analog to digital television.
Elements of the campaign include:
- "DTV Action" TV spots
- Crawls, snipes and/or news tickers during programming
- 30-minute educational programs about DTV
- 100-day countdown to the Feb. 17, 2009, DTV deadline
- Public relations elements, including earned media coverage in newspapers and online
- DTV Road Show that will visit 600 locations nationwide
- DTV Speakers Bureau that will reach 1 million consumers
- Online banner ads on TV station Web sites
The association expects to reach nearly all TV viewers with elements of the campaign. In total, it expects to generate 98 billion audience impressions during the course of the campaign, which will run through Feb. 17, 2009.
Every broadcast network is participating in the campaign, along with 95 broadcasting companies representing 939 TV stations nationwide. Many other stations are expected to participate in the campaign.
News of the campaign was welcomed by the administration and on Capitol Hill. Secretary of Commerce Carlos Gutierrez expressed support for the NAB initiative and praised the association for making “an extraordinary commitment” to educate viewers in English, Spanish and via closed captioning. The Commerce Department’s National Telecommunications and Information Administration (NTIA) is responsible for administering the government’s coupon program to subsidize the purchase of digital-to-analog converter boxes needed by viewers who wish to continue using their existing sets to receive over-the-air TV signals post transition.
Congresswoman Hilda Solis, D-CA, a member of the Energy and Commerce Committee’s Subcommittee on Telecommunications and the Internet, released a statement saying that she’s please that the campaign includes elements to educate non-English speakers about the transition.
FCC chairman Kevin Martin released a statement saying the campaign “will play a significant role in ensuring Americans will have a smooth transition to digital television.”
For more information, visit www.nab.org.