NAB Applauds Target's Offer of Low-Cost Consumer Option for Upgrading to Digital TV
December 3, 2008
WASHINGTON, DC — National Association of Broadcasters (NAB) President and CEO David K. Rehr applauded Target Corporation in the following letter for offering consumers an economical way to upgrade their television sets in advance of the transition to digital television (DTV) on February 17, 2009. NAB urges all retailers participating in the government's TV converter box coupon program to follow Target's example by providing low-cost converter boxes that consumers can purchase at a significant discount using the coupon.
America's broadcasters are running a nationwide campaign valued at more than $1 billion to educate consumers on how to prepare their homes for the upcoming DTV transition.
November 24, 2008
Robert Ulrich
Chairman and CEO
Target Corporation
1000 Nicollet Mall
Minneapolis MN 55403
Dear Mr. Ulrich:
With the nationwide transition to digital television (DTV) fast approaching, I am writing to thank Target Corporation for offering Americans an extremely affordable way to get their homes digital-ready.
A New York television station member of the National Association of Broadcasters alerted me to Target's circular dated November 16 that advertised the Venturer Electronics DTV converter box along with the government-issued $40 coupon, in total costing only $4.99 to consumers.
Representing more than 8,300 local radio and television stations and networks, the National Association of Broadcasters is leading a $1 billion consumer education campaign to prepare America for the February 17, 2009 transition to all-digital television broadcasting. Although consumers have three options to upgrade their analog TV sets to DTV, purchasing a converter box is by far the most affordable alternative.
Therefore, I want to commend Target Corporation for joining the government's TV converter box coupon program as a certified national retailer and accepting coupons to offset the cost of converter boxes. With so many Americans shopping in your stores each day, Target is offering a valuable customer service by keeping shelves well-stocked with converter boxes and making them affordable. I hope other retailers will follow your terrific example and provide similar deals on converter boxes for their customers.
Television broadcasters have aired more than a million messages in the recent quarter urging consumers to prepare in advance of the DTV transition. Target's latest effort will help ensure that no viewer loses access to free broadcast television due to a lack of information.
Best wishes.
Sincerely,
David K. Rehr
cc: Gary Shapiro, President, Consumer Electronics Association
Christopher McLean, Executive Director, Consumer Electronics Retailers Coalition
