It's Coming by chenmeixiu


									FEBRUARY 2009:
  Are Your Viewers Ready?
  Are You Ready?

     2007 PBMA Conference
          May 31, 2007
   Larry Smith
 General Manager
KUED/Salt Lake City

 Chair, AGC Committee
for the Digital Transition
    The Digital Transition
   And Consumer Education

             Mark Erstling
     Senior Vice President & COO
Association of Public Television Stations
 Educating Consumers
About the DTV Transition
American Consumers Largely Unaware
        of the DTV Transition

                   C ons umer Awarenes s
                      of D T V T rans ition
                   8%                         No Idea
                                              Somewhat Aware

                                              Very Much Aware
Source: ICR, 200
         DTV Transition Coalition

• APTS and NAB founded a coalition of industry and
  public-interest groups working to craft a common
  strategy for educating consumers about the DTV
         DTV Transition Coalition
      Consumer Education Campaign

• DTV Transition Coalition
   – Major stakeholders working together to develop
     and disseminate a common message is vital
   – Consistent and widely-disseminated messaging
     that reaches the relevant constituencies where
     they live and work
          DTV Transition Coalition
       Consumer Education Campaign

• No consumer will be left without broadcast television due
  to a lack of information about the transition
   – The coalition will provide local stations with resources
     to augment their local and national outreach efforts
   DTV Transition Coalition
Consumer Education Campaign
• Research
   – Focus Groups
   – Survey Research/Polling
   – Tracking
• Media
   – Web site
   – Earned Media
   – DTV Road Show
   – Marketing and Advertising
   – Public Service Announcements (PSAs)
         DTV Transition Coalition
      Consumer Education Campaign

• Public Service Announcements
   – Beginning in fall 2007, the NAB will produce high-
     quality PSAs and distribute them to stations and
     networks to promote the messaging developed
     through surveys and focus groups
• Crawls
   – American broadcasters will use crawls as a
     compliment to PSAs leading up to February 2009
• Congressional Letters
   – Members of Congress will be encouraged to send
     letters to their constituents
Online Resources –
   DTV Transition Coalition Consumer
     Education Campaign Timeline

• Phase I (Jan. 2007 – Feb. 2008)
   – DTV Transition Coalition formed
   – Website launched
   – PSA’s start airing on Public Television stations
   – Set-Top Boxes widely available (January 2008)
• Phase II (Feb. 2008 – Nov. 2008)
   – Earned media campaigns
   – Grassroots campaigns
• Phase III (Nov. 2008 – February 2009)
   – Commercial stations increase frequency of PSA’s
Over-the-Air Broadcasting
       Set-Top Box Coupon Program

• Program runs from January 2008 - March 2009
• Congress allocated up to $1.5 billion
   – First $990 million for coupons available to any
   – Final $510 million for coupons only available to
     over-the-air households
• Each household eligible for up to two $40 coupons to
  purchase of boxes
• $5 million dedicated to consumer education around the
  coupon program
             Set-Top Box Coupon
           Program Converter Boxes

• Only basic converter boxes qualify for coupons
   – Cannot have DVD players, DVR capabilities, etc.
• Three manufacturers have announced they will
  manufacture the boxes
   – LG
   – Samsung
   – Thomson (RCA)
• Expected cost: $50-70 per box
       Set-Top Box Coupon Program
        Public Television Outreach
• If funded, APTS will provide member stations with
  materials to support outreach effort
   – Interstitials
   – Templates
   – Talking points
   – Tool-kits
   – Fact sheets
• PTV stations could use member brochures, e-mail
  services, on-air fundraising periods and other ways to
  reach potential coupon users
APTS Member Outreach
            APTS Station Outreach

• APTS is engaging the station community
• Briefings, online resources and exchanges of “best
   – CPB
   – PBS Enterprise Technology Advisory Committee
   – PBS Development Advisory Committee (DAC)
   – Affinity Group Coalition
   – Association for Maximum Service Television
   – NETA
   – NAB, FCC and NTIA
            APTS Station Outreach

• The station outreach group led by APTS will facilitate
  opportunities to share best practices and critical
  information necessary to the transition over the next
  18 months for:
   – Station engineers
   – Public relations professionals
   – Development professionals
   – Regulatory professionals
            APTS Station Outreach

• On June 14, at 3:00 Eastern APTS will hold the first
  in a series of online meetings
   – Organizational goals, resources and future
   – Engineering report
   – Legislative report
   – FCC regulatory report
   – Consumer education campaigns
• Future online and regional meetings to give APTS
  members ample opportunity to participate
Over-the-Air Strategies

    Dennis Haarsager
                    Top PTV OTA DMA (%)
DMA                          % OTA
                                L    OTA HH    Mbr %
Harlingen, et al.            37.3    122,000   57
El Paso                      31.9    94,000    49
Boise                        30.3    72,000    46
Fairbanks                    26.1    9,000     40
Duluth-Superior              24.9    43,000    38

Salt Lake City               24.0    201,000   37
Fresno-Visalia               23.9    133,000   36
Minneapolis-St Paul          23.3    391,000   36
South Bend-Elkhart           23.3    78,000    36

 Source: Nielsen Media Research
               Top PTV OTA DMA (HH)
DMA                     OTA %   OTA HH      Mbr %
Los Angeles             19.7    1,105,000   30
Chicago                 17.9    618,000     27
Dallas-Ft Worth         20.3    483,000     31
New York                6.1     449,000     9
Houston                 22.6    448,000     35
Minneapolis-St Paul     23.3    391,000     36
San Fran-Oakland-SJ     11.2    267,000     17
Phoenix                 15.4    266,000     24
Portland, OR            21.2    237,000     32
St Louis                19.1    235,000     29
Source: Nielsen Media
       DMA OTA Estimates (Nielsen)

• and click OTA TVHH by
  DMA under Files
On February 17, 2009, the FCC has
mandated that all over-the-air
broadcast stations cease
transmitting an analog broadcast

Any viewer without a digital tuner or
a digital-to-analog set-top box
converter will no longer be able to
view over-the-air TV.
               Viewers are confused

   Many lack basic information about the digital transition

   Older viewers, a primary audience for PTVr
    programming, have expressed particular concern about
    the transition
            Reaching different audiences

   Cable viewers

   Over the air
     Informed procrastinators: they’ll wait to
      upgrade/ make the switch - until they have no
     Uniformed: they don’t know what’s coming -
      estimates run as high as 65%
     Viewers with digital tuners or box-top
    Reaching over-the audiences is critical

   Nationally, almost half of broadcast only households fall
    into the “Measured & Engaged” audience segment
    identified by PBS -- they have a strong relationship with
    their local public television stations

   Losing broadcast-only viewers could translate to losing
    about 20 percent of our total members!
                    Keep it positive

   As we educate viewers about the impending analog
    shut-off, we must be sure to highlight the new digital
    services we’re providing

   Position the conversion as a positive step toward
                    The strategy
   Promote your digital channels and how viewers can
    receive them

   Inform them of the February 17, 2009 analog shut-off
    that affects ALL viewers

   Target OTA viewers, telling them they don’t need to
    replace all of their TVs -- a converter box will instantly
    provide all digital signals with a better picture
Brag about your digital channels
Tell them how to get your digital channels
                   Keep it simple

   “In 2009, the way you will get TV is changing
    because of a government mandate”

   “By then if you don’t have a digital television set,
    digital cable or satellite, all you’ll need to have is
    your antenna and a low-priced digital converter
    box that fits on top of your TV”

   “It’s that simple...and…
     IT’S ALL FREE!”
               Set-top converter boxes
   Inform viewers of the set-top box option AND the
    government DTV converter coupon program

   Starting January 1, 2008, each household in America can
    request up to two coupons from the government to use
    toward the purchase of converters - each coupon is worth
    $40 (for more information: 1-888-DTV-2009)

   Sell or subsidize set-top boxes

   Work with manufacturers, or retailers for
    member discount on boxes
          Use all available tools
    to educate viewers and members
   Workshops/PowerPoints/roadshows for small groups of

   One-sheets available to callers

   Use our web site for detailed explanation

   Articles in program guide/e-news

   Digital grids in program guide

   On-air spots/fillers

   Half-hour program

   Paid and trade advertisements
               Make cable and satellite
                providers your friends

   Convince service providers to carry your digital channels --

   Work with them to develop specific strategies to promote
    your digital channels they carry
           Commercial broadcasters
              can be your allies

   Work with commercial broadcasters in your market on
    strategies for informing viewers

   Collaborate with your state broadcasting association on
    a coordinated market-wide campaign including spots all
    stations can use
      Affinity Group Coalition Goals
    Committee for the Digital Conversion

   Provide public television viewers with information and
    insight regarding the mandatory February 2009 shut-off
    of our stations’ analog signals

   Help our viewers and donors make an informed choice
    in their selection of technologies to receive our digital

   Effectively promote our new digital channels, services,
    and program materials to current – and potentially new
    – users of our “content”
    AGC Committee for the Digital Conversion

       Larry S. Smith     KUED, Utah
       Barry G. Baker     QTV, Michigan
       Tom Howe           North Carolina
       Dennis Roche       WEIU Illinois.
       Russ Abernathy    WKNO, Tennessee
       Allen Weatherly   Arkansas Network
       Dan Schmidt       WTTW, Chicago
       Mark Erstling      APTS
       Thomas Crockett    PBS
       John Boland        PBS
       David Liroff       CPB
                       AGC Tasks
   Collect statistical information on over-the-air
    households throughout the country

   Gather and share with the stations, efforts underway
    from APTS,CPB and PBS related to the end of analog

   Learn of and share educational efforts by NAB and
    other commercial organizations

   Share "best practices" and other techniques that
    stations will be incorporating to educate viewers about
    the shutoff and promotion of new digital services
Visit the AGC website:
     Use All Available Resources

   APTS

   NAB

   FCC

   PBS/ NCO
              Other helpful websites
        Timeline – January to March 2008

   Implement education campaigns that coincide with the
    government coupon offer

   Educate your own staffs

   Run spots about analog shut-off and coupon offer

   Announcements in program guide and e-news

   Use available unpaid media
    Timeline – Summer/Fall 2008

   Begin on-air campaign

   Continue on-going educational efforts

   Add paid advertising to mix
        Timeline - January to April 2009

   Step up all efforts

   Increase frequency of on-air spots

   Increase paid advertising

   Prepare talking points and have information packets
    ready for your station to respond to viewer/reporter calls
    and e-mails
           PBS Digital Transition Team

   Centerpiece of FY 2008 Strategic Plan

   Interdepartmental team at PBS

   Complement work being done at stations and other
    national organizations (APTS, NAB)

   Will seek feedback from stations in the coming months
    to best align our resources to meet your needs
PBS Digital Transition Services
    Membership

    Communication

       for viewers
         PBS Connect for stations

    Promotion

    Station Checklists: partners?

    Allocation of Digital Bandwidth
               What can CFOs
     and station finance staff do to help?

   Provide funding for education and promotion efforts

   Provide data to your development colleagues on potential
    loss of membership dollars if over-the-air viewers migrate
    to cable or satellite providers

   Work with your GMs to make the digital transition a
    priority in your station’s strategic planning

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