WASHINGTON: The National Association of Broadcasters (NAB), an advocacy group for more than 8,000 US TV and radio stations, released two PSAs this month to educate consumers about the delayed digital broadcasting transition (DTV) date.
President Barack Obama signed legislation on February 11 to delay the switch to June 12. The transition, which requires consumers who receive over-the-air broadcasting signals to upgrade their equipment, had been scheduled for February 17. The law, however, allows for broadcasters to terminate their analog signals prior to the new deadline with FCC approval.
One NAB spot informs consumers of the new deadline, but urges them not to procrastinate in upgrading their equipment. Both PSAs are available in English and Spanish and have on-screen text for the hearing-impaired.
“The goal... is to let people know that the date has changed. The spot is very simple... it says the date has changed, but there is no need to wait [to get a converter box],” said Shermaze Ingram, senior director of media relations for DTV at NAB.
The organization created the other PSA to educate consumers about what antennae can be used with digital converter boxes after the transition, Ingram added.
“The goal of the second is to ensure that consumers don't miss the... news that their antennas are still very relevant,” she said. “I've seen stories about how this is a requiem for rabbit ears, and that couldn't be further from the truth.”
The NAB, in conjunction with the Consumer Electronics Association, also launched AntennaWeb.org, which contains information about how to properly use an antenna after the transition.
The NAB is working with Crosby-Volmer International Communications on the consumer-education push, which has been ongoing since 2007. More than 200 nonprofits, media organizations, and corporations are also conducting outreach programs for the transition.