Industry looking ahead to digital TV transition
by SHAWN ARRAJJ Intern

Stereo Advantage store manager Aron Wild demonstrated a 65-inch Plasma HDTV for Anthony Barone of Buffalo.

In the near future, the world of television will be undergoing a major facelift.

On Feb. 17, 2009, all over-the-air broadcast television stations will begin to exclusively broadcast in digital format.

Under the Deficit Reduction Act of 2005, Congress has required all stations to turn off their analog channels overnight.

"Since digital television is more efficient than analog television, the analog turnoff will free up parts of the airwaves to provide wireless spectrum for future innovative services by entrepreneurs," said Barbara Miller, of Crosby-Volmer International Communications in Washington, D.C. "Due to legislation passed by Congress, all consumers will be affected by this transition."

In order to spread awareness about the nationwide transition, the National Association of Broadcasters has partnered with CVIC to coordinate the Digital TV Speakers Bureau.

The Speakers Bureau campaign has organized approximately 8,000 engagements across the country to inform consumers about the upcoming digital transition and how they can prepare for it. Through this initiative, NAB hopes that none of the 668,000 households currently receiving broadcasts through analog signals will be left in the dark come February 2009.

Members of the Family, Career, and Community Leaders of America are working with the NAB Speakers Bureau to educate their communities.

"There are three ways consumers can prepare for this change," said Miller. "(They can) purchase a converter box, purchase a new television with a built-in digital tuner, or subscribe to cable, satellite or telephone company provider services."

The DTV converter box is an electronic device that makes the digital signal viewable on analog TV sets. They will be available to purchase in early 2008 at an expected cost between $50 and $70.

To help cover the cost, the federal government will provide households with two converter-box coupons for $40 each to be used toward the purchase of a single converter box. The coupons will be made available in early 2008.

"You will still need an over-the-air antenna in addition to the converter box to receive a digital signal on your analog television set," said Miller. "Your current antenna should work the same as before."

Buffalo consumers may also choose to upgrade to a new television set with a built-in digital tuner. This option also requires the use of an over-the -air antenna to pick up free digital broadcast programming from local stations.

"To check whether your TV set can receive over-the-air digital broadcast signals, take a look at your owner's manual or look on the set for an indication that it has a built-in Advanced Television Systems Committee tuner," said Miller.

If a consumer does not wish to purchase any additional equipment, he can also subscribe to a cable service that provides digital signals.

According to Miller, the switch to digital television will bring many benefits to viewers.

"(DTV) provides its viewers with dramatically clearer pictures and better sound quality," said Miller. "DTV is more efficient and more flexible than the traditional broadcast technology," she added, citing DTV's ability to broadcast multiple channels of free programming simultaneously. This feature is referred to as "multicasting."

"Because of the nature of analog, you're not always going to get that clear picture that you get with digital," said Shermaze Ingram, the senior director of media relations for NAB's DT Transition campaign. "The signal with digital is never going to be halfway there. The same goes for sound quality."

Spreading awareness about this nationwide transition is what Miller and Ingram both deem the most notable obstacle.

"Our biggest challenge is making sure that every consumer out there that is affected by this change is aware that it's coming," said Ingram. "We still have a good ways to go until we've reached a level of awareness we're comfortable with."

Target groups for spreading awareness include rural areas and low-income communities that may be more difficult to reach, according to Ingram.

However, with the help from the Speakers Bureau, as well as public service announcements that are being aired on various stations, she said there has been an increase of awareness since the fall.

In addition, the DTV Trekker, a 20-foot television set on wheels, was sent out on the road in November with a group of NAB representatives to help spread awareness to hundreds of communities. Another Trucker was just launched last week. Together, they will travel to 600 different public locations by February 2009.

"The purpose of (the DTV Trekker) is to allow people who are just out and about during their everyday lives to stop and learn about the transition," said Ingram. "It's been very well received."

Both Miller and Ingram want the consumers of Western New York to realize the significance of the upcoming transition and to make sure they are prepared.

Ingram wants any consumer who may be reluctant to switch to DTV to just give it a chance. "Don't make any decisions until you really see the stunning difference in the picture quality. Anyone who can appreciate the quality of DVDs can appreciate digital TV."

"Feb. 17, 2009 seems like a long time from now, but the sooner you decide which option works for you the better off you are," said Miller. "Some consumers may have secondary televisions in their kitchens, bedrooms, basements or even vacation homes that are not ready for the transition yet. Take a moment to assess your needs and decide which option works best for you and your family."

Detailed information is at www.DTVAnswers.com.