NEW YORK: With the Federal Communication Commission's mandate of a nationwide rollover to digital television by 2007 right around the corner, Samsung Electronics and the Cable & Telecommunications Association for Marketing (CTAM) have teamed up to educate consumers about HDTV.
They have their work cut out for them. Recent studies have shown that while 25% of consumers think they have HDTV, only 2% actually do.
"We're focusing on educating people about what digital TV is, what HDTV is, and how they can get it," said Samsung corporate communications manager Tara O'Donnell. Samsung is working with one of its PR firms, HWH PR, on this initiative.
"We want to focus on the benefits of this technology," O'Donnell said. "We're trying to demystify the technology because it can be confusing."
Samsung and CTAM are focusing on three audiences - consumer electronics trade media, cable trade media, and consumers, said Anne Cowan, the SVP of communications for CTAM.
"The Samsung partnership gives us access to that consumer market," Cowan added.
Beyond the media outreach and educational campaign, Samsung and CTAM will work on promotional campaigns to spotlight Samsung's HDTV technology and the digital programming already available on cable.