NAB: DTV Education Plan To Cost $697 Million
Six-Part Plan From Broadcast Group Includes Only One Part Involving Broadcasting
By Multi Channel News Staff -- Multichannel News, 10/16/2007 6:54:00 AM
Washington – The National Association of Broadcasters on Monday said its digital television consumer education plan has an estimated value of $697 million, or $1.4 million per day until Feb. 17, 2009 when all full-power TV stations by law must stop transmitting video in analog format.
The NAB has a six-part plan but only one part involves reliance on the broadcast medium itself to alert millions of consumers that analog television is being entirely replaced by digital signals and their analog TV sets might not work on Feb. 18, 2009.
For the first time, NAB president David Rehr pledged that NAB-produced DTV public service announcements – or “action spots,” as he called them – will air during prime time when Americans are watching broadcaster programming in large numbers.
“We will run ads, we will run DTV actions spots in prime time,” Rehr said.
Pressed for details, such as when the prime time PSA would begin to run and how many stations had agreed to air them, Rehr provided a general response.
“We will be running DTV actions spots in prime time, but it will really depend on the market and the needs of the market,” he said. “It would be premature for me to stand up and say, `X number of spots will run in prime time.”
NAB said its overall plan, which will include a 100-day DTV countdown on local news programs, will yield 98 billion “impressions,” or the number of times someone in the U.S. will witness a DTV education communication.
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