Are You Making the Most of the DTV Transition?

There are real technical challenges and concerns revolving around the digital TV transition.

With those challenges comes confusion. That confusion can mean opportunity.

Getting involved and leveraging the opportunities presented by the DTV transition can bring you business.

Here are some ideas:

• Radio Shows -- Contact local radio stations and host a show. Allow consumers to call in and ask about the DTV transition. Position your company as the local expert.
  
• Personal Outreach -- Call past customers. Do they know if their TVs or VCRs will work? Are you in a market with a high concentration of LPTV and translator stations? Pro-actively pick up the phone, and explain to them the DTV transition.
  
• Converter Box Demo Day -- Hold an event demonstrating a DTV converter box. This will allow your company to illustrate the benefits of flat panels, digital signals and the excitement of a home theater.
  
• Web Links -- Post DTV FAQs and tips on your Web site.
  
• Digital Countdown Campaigns -- Coordinate a series of radio spots or newspaper articles that feature an increasing sense of urgency (we are now less than 300 days from the DTV conversion).
  
• Provide Information at Shows, Fairs or Expos -- Display or hand out DTV transition information at community events, customized to position your company as the DTV solution provider.
  
• Direct Outreach -- Disseminate DTV transition informational materials. Brochures, radio spots, sample newsletter articles and other fully customizable marketing and educational materials are available at http://www.DTV2009.gov, under the site's "Partners" link.
  
• Community DTV Education -- Seek opportunities that might allow you to work with local organizations (such as rotary clubs, libraries and colleges) in spreading the DTV word.

DTV Transition Facts

At midnight on February 17, 2009, all "Full-Power" television broadcast stations will be required by federal law to stop broadcasting analog signal and broadcast only digital signal instead.

There are 1,760 "Full Power" TV stations in the United States that will convert to digital signal broadcasting. What you may not know, however, is that there are 2,900 "low-power" (LP) TV stations and 4,400 "translator" TV stations that will not be required by the Federal Communication Commission to broadcast in digital.

While some LPTV and translator stations will convert to digital by February 17, 2009, others will transition after February 2009, and many will continue to broadcast in analog until required to change by the FCC.

Obviously, this means that not all broadcast will be digital in February 2009. Most of the FCC-approved digital-to-analog converter boxes do not offer the analog signal pass-through feature.

By the way, consumers will still require an antenna to pick-up either analog or digital signals when using the DTV converter boxes.

DTV Consumer Confusion ...

There are more TVs than people in the United States. The average U.S. household has 2.5 people with 2.75 TVs.

Research shows that Americans watch TV upwards of four hours a day. That said, the Consumer Electronics Association's research claims that only 44 percent of all HDTV owners actually have their TVs hooked up to an HD signal.

Moreover, 34 percent of HDTV owners do not receive an HD signal, and 16 percent don't know whether they do or not and 6 percent of HDTV owners think they have an HD signal when they do not.

... And Concerns

One concern with digital signal is that it is much more susceptible to interference from hills, trees and buildings than analog. Another concern is that it exhibits the "cliff effect."

Unlike analog signal, which gradually rolls-off to the snowy image on the television, digital signal is either on or off -- providing signal data that is either perfect or nonexistent.

Analog TVs and VCRs abound in kitchens, kids' bedrooms and even motor homes throughout the broad spectrum of your clientele. These clients will want assurance that their electronic toys will continue to work come digital broadcast time in 2009.

The DTV transition is a once-in-a-lifetime opportunity in a time when our overall economy is challenged. Get active now to ensure that your company reaps the maximum benefit.