In some markets there might be possibilities for earlier transition to digital TV than the February 17 2009 deadline. FCC has softened the rules, that will make it easier for brodcasters who wants to terminate their alanog broadcast before the actual transition day, reported by Washington Post and Reuters. That would make them test-pilots for the rest of the country. Commissioner Michael Copps said ” that he and the other commissioners were discussing the idea of conducting “one or more” digital transition tests around the United States before the nationwide deadline”, according to Washington Post.
Copps also said “We need some of that real-world experience here. Why in the world aren’t we doing that? I am encouraged that the chairman and my colleagues are willing to sit down now and begin exploring the idea of one or more DTV demonstration projects around the country.”, according to Information Week.
The new rules let broadcasters make phased transitions. That means they are able to tell their audience that they will broadcast in analog for some weeks more on some channels meanwhile the majority of their channels went digital only. That will give viewers who are not aware of the transition a strong message that the transition is for sure.
The first questions would be – where and when?
It is a smart move in many aspects. First, it would bring confidence to the transition itself if a local transition was made in a successful way. Even if it wouldn’t become a 100 percent success, it would create experiences for the stakeholders. Second thing, it is a great PR move. A local “pre-transition” would create a great amount of national attention. This in itself would move many more to understand that a digital transition is underway and will be carried out on national basis. There would be a national media cover for an event like this. An event that would bring unprecedented awareness to consumers in the U.S.
Even if it’s seams as a bald thought in the U.S, it only follows the models for transitions made overseas.
So the question is where would a pre-transition take place? I would pick a place that is isolated with a small but big enough community that are affected. In that way you will have real results but on a local scale. And if it would backfire in any way, other communities wouldn’t be affected by the transition. Alaska maybe? Or somewhere in mid-west? The word is that pre-transitions would suite markets were analog viewers are negligible.
And when? I would guess that it is hard to do it before summertime and you need to keep well away from the Presidential elections in November. And also you need to think about weather conditions. So there might be a time slot between December and January. But that would bring a chance pre-transition only down in the southern parts of the U.S. So maybe June would be perfect. Three months of converter box sales and great weather anywhere and still some time ahead for the elections.
I would pick a place like in Wyoming or Nebraska. An isolated community but large enough to draw national attention, and close enough to an airport to fly people and media in. And stay way from any border.
It is critical for lawmakers that pre-transitions goes well. But it would also soften the pressure on the actual D-day, D for digital. Copps has an important and crucial point in my view.
P.S In Sweden we did the transition in five phases during three years of time to complete a national transition and also, after each phase one channel were broadcast in analog during two weeks time to let people who didn’t make the transition in time to have some channel left in analog, as a precaution and service. D.S