Groups may get more time to reach consumers about digital TV switch

Last August, PRWeek reported on a number of nonprofit and media organizations, corporations, and federal agencies conducting consumer education campaigns...

Last August, PRWeek reported on a number of nonprofit and media organizations, corporations, and federal agencies conducting consumer education campaigns to prepare the public for the February 17 switch to digital TV.

Since then, the conversion effort has been plagued by a coupon program derided as inadequate by critics. The Obama-Biden Presidential Transition Team on January 8 called on Congress to consider pushing back the switch date, as the Consumer Union did on January 7. An aide to US Rep Edward Markey (D-MA) said this week that moving the date back "may be a wise choice."

"I think this is a terribly complicated transition, and it is particularly complicated for consumers who are not certain whether or not they need to do anything with their TVs," David Butler, director of communications for the Washington office of Consumers Union, told PRWeek. "Most of [the outreach] is being done from the top down. It’s been a national effort to educate people when the people affected by this are at a local level."

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