NAB Expands DTV Consumer Education Efforts with Release of Multilingual Educational Literature
May 7, 2008
WASHINGTON — National Association of Broadcasters President and CEO David K. Rehr sent the following letter to U.S. President George W. Bush encouraging the executive branch and federal agencies to undertake a more active, visible role in educating the American public about the approaching transition to digital television similar to the role the administration played in the Y2K changeover. Joining America's broadcasters in this important effort will help ensure that no viewer is left unprepared due to a lack of information.
May 6, 2008
Honorable George W. Bush
President of the United States of America
The White House
1600 Pennsylvania Avenue, NW
Washington DC 20500
Dear Mr. President:
I am writing today to underscore an impending issue of tremendous national importance. On February 17, 2009, less than 300 days from now, more than 34 million American households will officially and permanently transition from analog to digital television (DTV).
Broadcasters and other stakeholders have been preparing for this eventuality since the 109th Congress mandated this change. America's broadcasters, represented by the National Association of Broadcasters (NAB), have made a national commitment to invest more than $1 billion toward educating the American public about the DTV transition. This private educational initiative launched in late 2006, and we anticipate that each household will either hear, see or otherwise be exposed to a DTV message approximately 642 times before February 17, 2009.
We are bringing this to your attention now, because while our research shows that consumer awareness about the transition has reached nearly 80 percent, many are still learning about their available options to receive a digital signal. In our effort to ensure no viewer is left unprepared due to a lack of information, we have launched a comprehensive, multifaceted campaign that includes a rich variety of on-air, online and grassroots initiatives as well as marketing and advertising components. Our Web site, www.DTVAnswers.com, provides consumers with all the information they need to make a smooth transition.
To complement our efforts, we are respectfully requesting your assistance in informing American households about the transition. There are several potential ways the executive branch and the federal government could help guide the American public in this historic shift. As we move inexorably closer to February 2009, America's broadcasters look forward to working with you to ensure this national effort is a success. The list below, while not necessarily comprehensive, might be considered to enhance existing education efforts:
- Your participation, or that of the vice president of the United States, in a DTV educational television spot
- Including an Internet link to DTV information on every government agency Web site
- Displaying DTV transition posters in all U.S. Postal Service offices
- Including DTV transition flyers in government checks, such as those from the Social Security or Veterans Affairs Administrations
- Including DTV transition flyers in all government payroll statements
- Producing a DTV transition postage stamp authorized by the U.S. Postal Service
In preparation for the new millennium, our nation launched an unprecedented effort for the Year 2000 (Y2K) changeover. The Y2K bug was a potential time bomb for all major computer applications. Information technology companies around the world spent billions of dollars to fix this problem and inform the public. As a result of this combined effort, no major problems were reported. We will need a similar effort of such scale for the DTV transition to succeed.
The DTV transition will fundamentally change the way the American people get news about their communities, emergency situations and entertainment. We want to enlist the help of the federal government and the Administration to ensure that happens as seamlessly as possible. We thank you for your leadership, Mr. President, and look forward to working together to address this important national issue.
Best wishes.
Sincerely,
David K. Rehr
President and CEO
