NAB seeks PR firm to educate everyone about switch to DTV

WASHINGTON: The National Association of Broadcasters (NAB) is

searching for a PR firm to help educate various audiences about the

congressionally mandated transition to digital television (DTV) soon to

take effect.



Burson-Marsteller, Qorvis Communications, Goddard Claussen, Porter

Novelli, Klopak, and Edelman PR are said to be competing for the

contract, tentatively valued at $1 million. Pitches begin this

week.



In 1996, Congress passed a mandate that television broadcasters must

switch from their current analog transmissions to digital ones by 2006.

The NAB is concerned that the general public, policymakers, and even

television industry executives still lack key knowledge regarding the

compulsory switch.



The chosen agency will be charged with creating awareness through

special events, marketing materials, media outreach and television

spots.



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