IBM To Manage DTV Transition Coupons For NTIA

IBM will, together with three partners, manage the DTV transition coupons program for NTIA.

In a flash newsrelease via PR Agency CrosbyVolmer, NAB comments NTIAs choice. “This is an important step in a process that will bring digital television (DTV) to all Americans,”says Jonathan Collegio, Vice President of the NAB’s digital television transition unit.

NTIA Administrator John Kneuer stated earlier: “This is a major milestone toward implementing a successful Coupon Program to ensure the switch from analog to digital television is completed smoothly and as planned,” according to PC magazine. CNNMoney / DowJones reports that IBM will work together with Corporate Lodging Consultants, Epiq Systems and Ketchum. Multichannel news reports that the contract is worth $120 million. IBM’s John Nyland concludes in a pressrelease that “A complex initiative like this requires innovative thinking, leading technologies and cooperation among retailers, broadcasters and government agencies”.

I think it is a very interesting and surprising move! IBM will have the capability to manage the coupons program logistically but will it have the brains to come up with the smart ways to bring the information out to the ones who is in need? Most needy of the converter box coupons will probably are the ones with low-tech tools and knowledge. So IBMs challenge will be to go from high-tech to low-tech with a high-tech message… And it has to be in sync with the DTV coalition’s campaigns. Confusion is high and consumers are in most need with clear and well designed messages to be able to grasp the value of the coupons.

Let’s keep track of how IBM will carry this one out…

More comments on this will follow…

Anders Bjers

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One Response to IBM To Manage DTV Transition Coupons For NTIA

  1. i must say . IBM knows how to track customers .

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