Yesterday I wrote about a survey made by APTS, that some 43 percent of households will pick free programming in DTV after the transition. The story is also reported by TVNewsDay, Washington Post and Reuters.

But I am asking: what about those 67% that won’t pick free programming in DTV? How will they continue to watch TV? The survey doesn’t tell. OK, we can subtract another 12% that say they will choose pay-TV. But the rest – another 55% that is missing out in the information about the survey. Can someone enlighten me about this case?

Few knows why the transition is taking place. The survey finds that 77 percent don’t know that the government has ordered the transition. On the other hand, it is not only the government who wants to push for a transition. This is something a whole industry has been waiting for to do for many years. The transition is a huge promise for many stakeholders. And also for viewers. Bust most don’t know it yet.

Lawson comments on this saying: “It appears that the government’s positive message regarding the reasons for the transition has fallen on deaf ears”.

This is crucial information. FCC and NTIA has little money for national information campaigns. NAB and the DTV coalition is doing most of the work moving their audiences. That is good and appropriate. However, I think there is a need for unbiased information. Something FCC or NTIA should handle.

Even if much more is reported about the transition in mainstream media, much has to be done to bring awareness to people. In the case of Sweden I think it was mainly thanks to many different but synchronized information efforts that made the difference. Among them: households had brochures mailed home, local governments were early on in meetings about the transition, local ad campaigns were active for a long time and media had many reasons to report on the transition on a local level. Again, a transition is a hyper local event.

Most of us relate to TV as to local or regional programming. But of course, if national news channels report about the transition it will have a huge effect.

But I still am looking for a widespread debate about the “why”. The reason for a transition. That is not only about the governments role in the transition but for all stakeholder to be part of. And the debate will, in my mind, ignite discussions on all levels. A good thing to welcome. When people are engaged in a subject it is easier to become active. Thats is in this case, to check if you are affected and if – get a converter box. When they arrive…

Anybody knows when?

Anders Bjers

According to a survey made in November 2007 by APTS, but published today, some 43 percent of households will pick free programming in DTV after the transition. The story is also reported by TVNewsDay.

This is good news for over-the-air broadcasters. And APTS President and CEO John Lawson says in a comment “This data indicates that free, over-the-air television may be set for a big comeback,”. He also predicts that DTV may be a new sell for broadcasters, “Many people see broadcasting as a dinosaur technology, but we broadcasters have the opportunity to reposition it as ‘wireless TV’ and reach new audiences.”

This is good news for free programmingover-the-air. I wonder if people know exactly what free content that will be out there due to the possibility for Multcasting. Something few stations have started to actually promote and it is unsure how many will broadcast more channels or more HDTV content.

Few knows why the transition is taking place. The survey finds that 77 percent dont know that the government has ordered the transition. On the other hand, it is not only the government who wants to push for a transition. This is something a whole industry is waiting for to do.

Lawson comments on this saying: “It appears that the government’s positive message regarding the reasons for the transition has fallen on deaf ears,”.

I think this is crucial information. Because in every transition the question of “why” will be the first major information goal to reach. When people get that the whole process will focus on the “How”. A very important phase since a practical “how to”question is much easier to handle and work with. I am very curious if there will be a public debate about the “why” – why should people need to buy new equipment to continue watching TV – when it works.

Anders Bjers