U.S Consumer DTV Education Campaigns Reach Full Steam

October 31, 2007

NAB has announced that the second phase of the DTV consumer education campaigns is in full swing. This phase is long awaited for by stakeholders, decision- and lawmakers. Also, NAB have launched ads to reach lawmakers and stakeholders in D.C, awareness is not only a goal among consumers. Probably is the awareness among lawmakers just as low, even if this matter should concern them more. NAB and the DTV coalition has in fairly short time succeeded in putting together unified messages to reach out to consumers in the effort to prepare consumers to act well in time before the actual transition in ’09. The question remains though how well they will reach out and make people take action.

A difference compared to other countries is that there are no converter boxes in stores yet.

The campaigns consists of the following parts:

· DTV Action” television spots

· Crawls, snipes and/or news tickers during programming

· 30-minute educational programs about DTV

· 100-day countdown to the February 17, 2009, DTV deadline

· Public relations elements, including earned media coverage in newspapers and online

· DTV Road Show that will visit 600 locations nationwide

· DTV Speakers Bureau that will reach one million consumers

· Online banner ads on TV station Web sites

About a 1000 U.S broadcasters are using these tools to reach out. I think that is a great move – the transition is a hyper-local event. People will turn to their local stations for information and local retailers, talking with neighbours for advice and tips. A truly glocal example in todays flat world.

NAB has learned much from campaigns in Europe. It is almost a blueprint off the campaigns successfully carried out in Sweden. And the key components as the ticker, roadshow and earned media are the core components used in both Sweden and U.K. But why should the U.S invent the wheel? A transition is not really rocket science (any more) but a great effort and a real challenge for stakeholders and communication professionals. It isn’t very often you come across projects with these very special features and circumstances. Think about it: limited time that are constantly shrinking – a constant countdown, A complex mass of stakeholders that you want to coordinate to walk and talk in the same manner and direction, a limited budget, a broad range of targetgroups where the hardest to “move” and educate are in many ways the hardest group to reach with any message, a political dimension that is delicate to handle because if the project should backfire – people in the political sphere will be directly effected. And add to that a huge opportunity and challenge for retailers to provide the hardwear needed to make the transition possible on an individual level. It might even be material for a reality show…

But the greatest ally will be silence, how strange it may seam. Because if it is silent the days before a transition everything will work fine. A bold assumption but also the true reciept of a successful transition in Sweden.

It will be interesting to follow if silence will be the state of the transition on the 17th of February 2009, with two days to go..

Right now there is little silence. NAB estimates that the campaign will generate 98 billion audience impressions during the course of the campaign. If there is silence among stakeholders at this point something is very wrong. But I believe the DTV transition will be smooth and great.

Anders Bjers

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