Digital Television (DTV)
Transition Campaign Overview
DTV Transition
NAB’s DTV Campaign
 Components
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Research
Media
Grassroots initiatives
Firm transition date makes this not unlike a political
campaign
DTV Transition
Research
• New Poll: Smith Geiger and Associates (9/12-21)
• Sample: 1,200 broadcast-only homes
• Key findings in next presentation
DTV Transition
Media
• DTVanswers.com
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Best consumer Web site on DTV
Link to, or use copy for your station Web site
Banner ads at www.dtvanswers.com/toolkit
Graphics for spots, newscasts at
www.dtvanswers.com/graphicelements
DTV Transition
• Media outreach
 16,000 contacts with reporters
 Over 5,000 stories generated
 Reporter briefings: New York, Chicago, Silicon
Valley, Washington D.C.
 With state broadcaster associations, facilitating
briefings in 50 state capitals
DTV Transition
• DTV Speakers Bureau
 Goal: 8,000 speaking engagements across
country
• Rotary clubs, Kiwanis clubs, retirement
centers, manufacturing plants, schools, etc.
• 781 speakers registered thus far from 479
stations and broadcaster associations
DTV Transition
• DTV Speakers Bureau
 NAB will train, provide collateral, props, sample
speeches, best practices, schedule events
 Over 400 speeches booked so far – ahead of
schedule
 In process of recruiting 1-3 speakers per station
 If you have not registered, visit www.dtvspeak.com
DTV Road Show
 Grassroots
marketing initiative
 National scope
 Two trucks – “DTV
Trekkers” – visit
festivals, fairs,
parades, sporting
events, concerts
DTV Transition
600
Events
Nationwide
First Step:
We Contact
Stations
DTV Trekker stop at Totally Tejas event in San Antonio, TX
DTV Transition
• How NAB promotes DTV Trekker:
 DTV Trekker 20/10 TV Spot
• In production, distributed to stations ahead of events
 News Alerts
• Phone contact with news desks of stations
• E-mail alert to GM of stations in market
• We hope stations will cover
 State broadcaster associations notified
 Ideas for Trekker events: Contact Vinnie Mascarenhas
([email protected])
DTV Transition
• Outreach: DTV Toolkits
 DTV Toolkits sent to educate elected officials and
policymakers at the federal, state and local levels
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Sample speeches, op-eds, press releases
PowerPoint presentation
Web banner ads
Background info sheet
Talking points
Marketing collateral
Flash countdown clock
DTV Transition
State and Local Gov’t Outreach
DTV Toolkits sent to:
 All 535 members of Congress
 Governors, Lt. Governors
 State Legislators: majority, minority leaders
 State Legislators: minority caucuses
 State aging agency directors
 State municipal association executive directors
 State county association executive directors
Will be sent to
 All state legislators
 Mayors of 500 largest cities
DTV Transition
DTV Action Spots
• Formerly known as “Public Service Announcements”
• First spots distributed 9/18/07, Second distribution: 10/9/07
Contents
 30 second spot (English, Spanish)
 25 second spot (English, Spanish)
 15 second spot (English, Spanish)
 Versions of all spots without VO
 Video Package
• Converter box footage
• Interviews
DTV Transition
Future DTV Action Spots
Production: United Front Media, Los Angeles
 Next spot: By December 19, 2007
 Four new spots by March 31, 2008
 Ten spots between April 1, 2008-Feb. 17, 2009
• Distributed via satellite
• 30, 25/5 and 15 second versions
 Style guide, messaging toolkit and graphics package by end of year
 30 minute educational DTV program, delivered in February (English
and Spanish)
DTV Transition
NAB Station Outreach
 “DTV Action Item” e-mails
• Only with action-related materials (like satellite feeds)
 Style Guide and Messaging Toolkit (December)
 DTV Action Spot feed notifications
 Marketing collateral available
• Package sent 10/30/07
• Most materials available online at dtvanswers.com/toolkit
• Brochures: Contact [email protected]
DTV Transition
Other Station Tools
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News coverage
“Crawls”
“Snipes”
DTV Countdown Clocks
Station Web sites
Station “Checklist” – www.dtvanswers.com/checklist
Graphic elements (dtvanswers.com/graphicelements)
Antennaweb.org
Antennaweb.org
Website to help consumers
select an appropriate overthe-air antenna
Increased popularity as DTV
transition moves forward
NAB partnering with CEA to
update and co-sponsor the
Web site
DTV Transition
• Antennas maximize reception…
And in some cases, are necessary elements
of a consumer’s upgrade.
• UHF antennas can’t pick up low VHF, and vice
versa.
• Stations moving from UHF to VHF, or from VHF to
UHF need to talk about antennas.
• Solution: Antennas that pick up both UHF and VHF
General Antenna Guidelines
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Outdoor is better than indoor
Higher is better than lower
Closer is better
Bigger is better
“Indoor” or “Set top” Antenna Sounds a Lot Better!
DTV Transition
• Re-scanning channels is crucial
 Channels will move around on 2/17/09
 Stations will maintain branding for their
channels because of PSIP (Program Systems
Informational Protocol)
 But consumers will need to re-scan
 This is a Phase III message for consumers
DTV Transition
DTV Transition Coalition
DTV Transition
DTV Transition Coalition
 Coalition of broadcasters, manufacturers,
retailers, cable, affected groups – all to educate
consumers
 186 organizations
 Some state broadcaster associations starting
state-level coalitions with local retailers and
groups – check with state associations
DTV Transition
• Checklist
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Join DTV Speakers Bureau: www.dtvspeak.com
DTV Toolkit: www.dtvanswers.com/toolkit
Station Checklist: www.dtvanswers.com/checklist
Road Show events or DTV Brochures: Please email any possible big events, or orders of marketing
collateral to Vinicia “Vinnie” Mascarenhas at
[email protected]
DTV Transition
434 Days Left!