The vast majority of the American public is aware of the upcoming transition to digital television (DTV), according to a new survey released by the National Association of Broadcasters (NAB).
In a telephone survey of 31,426 television households, 90% of respondents reported being aware that broadcast television signals & programming will switch to a digital format on February 17th, 2009, up from 83% found in an NAB-commissioned survey in January 2008.
The number of Americans who can identify when the transition will happen has also jumped dramatically. Thirty-six percent of all respondents & 41% of broadcast-only households were able to correctly name the date of the transition as “February 2009” or “February 17th, 2009.” These numbers are up significantly from January 2008, when only 18% & 22% respectively could name the transition date.
“Broad awareness of the DTV transition among American households is approaching near-universal levels, as viewers increase their knowledge base on the issue,” said Seth Geiger, president of Smith-Geiger LLC, which conducted the poll between March 29th & May 13th, 2008.
With television advertisements about the digital switch inundating the airwaves nationwide, the massive consumer education campaign led by broadcasters is proving extremely effective in raising awareness. Seventy percent of households reported having seen messages on television that discussed the transition to digital broadcasting, & 82% of those who saw the messages thought they were helpful.
“While we are greatly encouraged with near-universal awareness by Americans, broadcasters will continue their aggressive efforts to ensure all viewers know how to upgrade & take the steps soon to ensure a seamless transition to digital,” said Jonathan Collegio, NAB vice president of digital television transition.
By February 17th, 2009, every full-power television station must begin broadcasting exclusively in a digital format. While digital television is available now, consumers who watch free television using antennas on TV sets that have built-in analog tuners need to take steps to receive a digital signal. They may either purchase a DTV converter box, a digital television set, or subscribe to a pay television service, such as cable or satellite.
The broadcast television industry is engaged in multiple on-air, online & grassroots initiatives to educate Americans about how they can prepare for the transition. Television & radio stations nationwide are running ads produced by NAB that highlight the transition date & the government-run converter box coupon program. More than 1,100 local broadcasters have volunteered to speak to their communities & civic groups at public venues as members of NAB’s DTV Speakers Bureau.
Together with the Federal Communications Commission & the National Telecommunications & Information Administration, NAB is aggressively reaching out to minorities, seniors & other populations disproportionately affected by the transition. NAB has partnered with the National Black Church Initiative to educate more than 8 million African American congregants about DTV, & a series of town hall forums in coordination with Univision & Telemundo is drawing huge Hispanic audiences.