NAB Congratulates New Commerce Secretary Gary Locke
March 30, 2009
WASHINGTON, DC — National Association of Broadcasters (NAB) President and CEO David Rehr sent the following congratulatory letter to new Commerce Secretary Gary Locke underscoring the importance of continued cooperation between broadcasters and the government to ensure a smooth transition to digital television.
March 26, 2009
Gary Locke
Office of the Secretary
Department of Commerce
1401 Constitution Ave NW
Washington DC 20230
Dear Secretary Locke:
Congratulations on your swift and unanimous appointment to become the next Secretary of Commerce. The National Association of Broadcasters (NAB) looks forward to working with you in your new role to address critical issues facing America's local television and radio stations, in particular the timely issue of the impending nationwide transition to digital television.
By June 12, all full-power television stations across the country must begin broadcasting exclusively in a digital format. One-third of stations already completed their switch to digital as of February 17, the deadline originally set by Congress which has now been extended to June. But we can assure you that the remaining two-thirds of stations are prepared to transition between now and June.
The transition to digital television, or DTV, represents a revolutionary change in television technology that dramatically improves the TV viewing experience for consumers. In addition to crystal-clear pictures and sound, DTV offers stations the opportunity to provide viewers with more programming and channels than ever before.
NAB is leading a massive education campaign to help viewers prepare and benefit fully from this historic change. The DTV transition stands to impact an estimated 35 million U.S. households that rely on broadcast television as a vital resource for news, entertainment and emergency information. Although the vast majority of these affected households have taken steps to upgrade to DTV, households that do not act in time risk losing access to local programming.
Valued at more than $1 billion, our extensive campaign incorporates every available resource including on-air, grassroots and online initiatives to inform every affected viewer. Many television stations are already airing a new round of television spots produced by NAB that highlight the new June 12 deadline and guide viewers through the final steps of upgrading using converter boxes and antennas.
These new spots are part of NAB's extensive effort to rebrand June 12 across our entire DTV education campaign. To date, NAB has distributed updated TV spots to all stations and partner organizations reaching consumers beyond their homes in gas stations, airlines and auto and medical service centers. We are currently updating the half-hour DTV educational program in English and Spanish to help stations meet Federal Communications Commission consumer education requirements. In addition to on-air elements, NAB quickly updated its major consumer Web sites on the transition, key DTV educational materials and our highly visible outdoor marketing initiatives, which include featuring DTV ads in public buses and the metro system in Washington, D.C.
As the deadline nears, we are confident that the right messages are reaching communities across the country. NAB's survey in January found at least eight out of 10 broadcast-only TV households had taken steps to prepare for the transition. Our research also indicated near-universal national awareness of the switch at 97 percent, and equally high awareness levels among seniors, minorities and other disproportionately affected populations.
The challenge over the next three months is to ensure all affected viewers are informed of their options and take the appropriate steps to upgrade their TV sets. While broadcast networks and television stations have greatly enhanced their consumer education activities, meeting this challenge requires continued close collaboration between the broadcast industry and our partners in government.
We look forward to working together with you and the Commerce Department during this important final phase to ensure a smooth transition, so Americans can enjoy uninterrupted access to free, broadcast television. Please contact me or my staff with any questions about the DTV transition or NAB's consumer education campaign.
Best wishes.
Sincerely,
David K. Rehr
President and CEO
