Digital Television DTV Transition Campaign Overview DTV Transition

Digital Television (DTV) Transition Campaign Overview

DTV Transition NAB’s DTV Campaign § Components • • 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 § § 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 (vmascarenhas@nab. org)

DTV Transition • Outreach: DTV Toolkits § DTV Toolkits sent to educate elected officials and policymakers at the federal, state and local levels • • Sample speeches, op-eds, press releases Power. Point 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 vmascarenhas@nab. org

DTV Transition Other Station Tools § § § § 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 § § 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 Coalition

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 § § 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 vmascarenhas@nab. org

DTV Transition 434 Days Left!