Public DTV Information Campaigns to Start In December ´07

Today’s hearing in the U.S. Senate put some limelight on the event that will affect about 20 million U.S households. Good news is that NAB will launch public announcements airing in December, according to LA Times. Mainstream media reported from the hearing focusing on the deep concerns that Senators expressed today.

Reuters headlines its piece: Many in the dark about TV switch: U.S. lawmakers.

Fox News carries the story from AP headlined: Senators Worried About TV ‘Train Wreck’

The L.A Times business reporter Jim Puzzanghera write that Senators decries the present conditions among TV-viewers. The efforts that are made this far by the Government and Government agencies are to few and very late. Senators raised concerns that voters/ consumers would call them and not the stakeholders in the TV industry if the transition backfires.

Reactions in the blogosphere follows the same beat. Nate Anderson at Ars Technica writes about the problems seniors will face because of the transition. Since the group above 50 watches TV more than 5.5 hrs a day and their generally low understanding of the transition and converter boxes. Anderson writes that “you have the conditions for a perfect storm”. He also writes ads:”Disgruntled seniors are unlikely to storm Washington with torches and pitchforks, but they are a powerful voting bloc”.

Multichannel News reporter Ted Hearn, writes that the DTV transition scares Senator McCaskill (D-Mo). She finds the transition is already tomorrow by Governmental standards. And the Senator ads “There is no anger that comes close to the anger of an American who can’t get television.” writes Hearn.

NAB estimates that there are about 69 million analog TV-sets in U.S. households that can go dark on February 17, 2009. NTIAs converter box coupons will only suffice for 33.5 million converter boxes with the budget that are expected. NAB also estimates that 60% of consumers are not aware of the transition to DTV as of today. But even these figures varies among stakeholders.

I find it remarkable that the facts about TV viewers still are unclear. It is one thing if people know about the transition date as such. But the core challenge to manage is to make consumers understand what to do or if they are affected at all. For me this hearing is a benchmark for the status of the transition. I really don’t expect that politiceners will know the details of the transition. And I do really wonder what the politiceners can come up with to turnaround the present state of the transition.

In my view there is no one else better suited for the mission than the TV industry. They have the real ways and means to make the transition smooth and successful.

Their secret tool?

Anders Bjers

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