For Immediate Release: From
July 23, 2008 - 2 pages
For more
information contact:
Whit Adamson,
President
615-365-1840 or tabtnwhit@bellsouth.net
Shani White, Executive Director
803-732-1186
or shani@scba.net
Jere Pigue, President
770-395-7200 or jpigue@gab.org
Sharon Tinsley, Executive
Director
205-982-5001
or stinsley@al-ba.com
WHO: Four southeastern state broadcast
associations announce an unprecedented collaboration of multi-state television
markets to address vital consumer information on the transition to digital
television (DTV) through a “broadcast roadblock”.
WHAT: Congress has set a firm date of February 17,
2009, when full-power TV stations must switch from analog to digital transmission
over airwaves. The way broadcasters have traditionally transmitted programs,
the analog standard, is now outdated. Digital transmission is a more efficient
technology, allowing broadcasters to provide a better viewing experience and
giving consumers more choices while utilizing less of the airwaves. Part of the
spectrum that broadcasters no longer need will be returned to the federal
government and used by public safety agencies so they can communicate more
effectively in times of emergency. Some 20 million “over-the-air-only”
households nationally (17.8%) will be affected by the transition and may lose
their reception completely if they don’t plan ahead.
HOW: A broadcast roadblock is a media planning
strategy where all stations air the same information at the same time. No
member of the audience can get through without seeing the spot. A 30-second
announcement is planned for Saturday, August 2nd at 6 p.m. CST/7
p.m. EST for all participating television stations in
A roadblock has two attractive
features:
1)
Everyone who is watching television at the time of the roadblock is exposed to
the information.
2) No one is exposed to the
spot more than once because no one can watch two programs at one time.
With the cooperation of the
state broadcast associations of South Carolina (SCBA), Georgia (GAB), Alabama
(ABA) and Tennessee (TAB), television broadcasters can provide an effective
means of promoting education and understanding about the transition with a vast
audience; establish state broadcast associations as the leader in consumer
engagement regarding the transition; increase public understanding of the
transition and what it means to people individually and collectively; educate
the public as to why the transition is happening; attract media coverage; and
showcase the association and member stations’ dedication to widespread DTV
consumer education.
If you're watching television
on Saturday evening August 2nd, you're very likely to encounter these messages.
The campaign will run on over 135 television stations
in 25 markets in four states. Many of the stations will follow the coordinated
roadblock 30-second announcement with a 30-minute program explaining the DTV
Transition in more detail.
ABOUT: The
campaign was created in partnership with the Atlanta Field Office of the
Federal Communications Commission (FCC), each state broadcaster association,
and their member stations. The associations reached out to their stations
to encourage them to support the campaign and extend its reach during a high
visibility time of the year. This
campaign cooperation creates an awareness level that could not be achieved
otherwise.
The roadblock will find people
who have seen the campaign previously but will now be motivated to apply for a
converter box in order to receive the digital signal
on their analog television sets if they are not already connected to a pay
service. This information comes well in advance of the Southeastern Conference
(SEC) football schedule as well as the National Football Leagues (NFL) regular
season.
February 17, 2009 happens after
the conclusion of both league championship schedules are completed, but the
emphasis in this cooperation is on doing something RIGHT NOW to ensure that
every household understands the transition and moves to receive the digital
signal appropriate to their reception situation.
The state associations believe
this unprecedented partnership demonstrates the power of cooperating to reach
people and motivate them to change their way of receiving television signals.
Every viewer will benefit from these critical messages and the leadership in
spearheading this roadblock. Successful initiatives such as this can truly move
the public on so many issues.
The unique ability of
television to engage their audience and motivate them in powerful ways makes
the medium ideal for communicating this campaign and communication that their
television may go dark after February 17, 2009 if viewers don’t act. The
association’s support from member stations has been outstanding and they are
looking forward to a continued partnership with the National Association of
Broadcaster’s (NAB) DTV Transition Team in promoting such a vital cause.
These Public Service
Announcements (PSAs) are merely part of a total
campaign in many television markets over the past year. A growing number of
stations amplify the messages with news series, local vignettes, community
partnerships and even such direct services as speaker presentations to civic
organizations, churches, senior centers and others.
Broadcast television is a
tremendous medium, that is highly effective, influential and powerfully
persuasive. Retaining all the viewers for the future of over-the-air-television
is a must.
The four southeastern state
associations represent the “free-over-the-air broadcast” radio and television
industry over a large portion of the
# # #