NAB Unwraps Digital Cut-Over Spot

Wednesday, September 26, 2007 the National Association of Broadcasters (NAB) took the wraps off a 30 second spot to inform the public of the February 17, 2009 advance to all digital television transmissions. Here is a link to the spot on dtvanswers.com. The spot is said to promote consumer awareness of the digital transition. Presented below is a transcript of the spot.

VIDEO TRANSCRIPT

“Notice how digital’s made pretty much everything better?

Especially television.

Digital TV’s got
Better picture
better sound
more channels—

In fact, digital’s so much better that, by law, ALL broadcast TV has to be digital by 2009

But there’s a catch:

Some TV’s need an upgrade to get digital. You could even lose your signal.

Get the facts.

Visit DTVAnswers.com to learn about television’s switch to digital.

Or call this number to see how you can stay connected”

MORE QUESTIONS THAN ANSWERS

The question is, does this spot arm consumers with the information they need to help them “go digital?” It says little about what action to take. It offers a link to a website for more information but how about those who do not have web access or do not own or know how to operate a computer?

To avoid chaos, confusion and to make it as stress free as possible all facts pertaining to the digital cut-over need to be presented in a very simple, concise manner. Consumers need to be clearly informed that on February 17, 2009 and for some time following there is going to be a very difficult period to cope with if they want to watch over-the-air TV.

Will consumers be ready? Will the over-the-air television viewing public possess the information needed to be able to watch TV on February 18?  Does this spot address these questions? 

For more information see the related stories, A Requiem For Analog TV from September 4, 2007 and Spreading The Word from September 7, 2007 elsewhere in the Televising The Revolution blog.                                         -33-

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