FCC Increases Efforts Behind Analog-to-Digital Conversion

Well aware of the myriad questions, and in some cases push back, it is getting regarding the coming analog-to-digital conversion, the Federal Communications Commission said it would dispatch teams of commissioners and representatives to 80 regions over the next six months as the deadline for the changeover approaches. The FCC said at a press conference this week it would target "those markets in which more than 100,000 households or at least 15% of the households rely solely on over-the-air signals for television." All FCC commissioners, including chairman Kevin Martin, plus FCC staff members will make personal appearances "to increase awareness and educate consumers" about the upcoming transition from analog to digital television on Feb. 17, 2009.FCC officials said the traveling revue and the program interruption is "not a reflection of a particular problem," but rather a broadening of the public service campaign that was launched last year. "As part of our efforts to prepare consumers for the transition, we have identified television markets in which the largest number of viewers will have to take action to be prepared for the transition six months from now," said Martin.The FCC has produced a number of public service announcements for both radio and TV, via Ketchum, Washington, that will be aired in most markets. It also is using billboards. Several interest groups, including the Consumer Electronics Assn. and the National Assn. of Broadcasters, are involved in outreach campaigns. In addition, people watching an older TV with an analog signal may have their screen turn to snow in November behind a message instructing them to call a toll-free number or visit a Web site, DTVanswers.com, that will inform them about the conversion.The FCC outreach tour begins five months before full-power television stations in the U.S. will stop broadcasting in analog and switch to 100% digital broadcasting. The conversion, mandated by Congress in 2005, could affect more than 70 million households that rely on antennas to receive free over-the-air signals. Consumers who are receiving an analog signal, such as that from an antenna, will not be able to receive a signal without either a digital conversion box or a television with a digital tuner. At least 45% of households at risk of losing their television service due to the conversion have taken no action to prepare, according to a June report from the Government Accountability Office."This outreach is designed to educate consumers . . . especially those groups that are most vulnerable in the transition: seniors, people living in tribal and rural areas, people with disabilities, individuals with low-incomes, minorities and non-English speakers," the FCC said. The meetings are scheduled to begin Aug. 27-28 in Anchorage and Fairbanks, Alaska.The move has the potential to create strong marketing opportunities. "We realize that there are going to be challenges in this conversion, but we are prepared to accommodate those who need help," Martin said.

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FCC Increases Efforts Behind Analog-to-Digital Conversion

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