Radio, TV ads planned for NAB DTV education effort
From Broadcast Television
Radio and television advertising, Web sites and collateral material will be part of the NAB’s plan to educate U.S. television viewers about digital television before the off switch in thrown on analog transmission in February 2009, according to NAB president and CEO David Rehr.
“NAB Update†spoke with Rehr between the Central and South halls at the Las Vegas Convention Center on April 27 after he helped pack and ship 100 boxes of goods to U.S. soldiers in Iraq as part of Operation Interdependence. Rehr told “NAB Update†that the association has “a great shot to educate America on the benefits of digital television.â€
Earlier in the week during his All Industry Opening remarks at NAB2006, Rehr laid out a five-point plan to go on the offensive with challenges facing broadcasters, including educating viewers about DTV.
After participating in the Operation Interdependence send off, the NAB chief said the association is still formulating its DTV education plan but identified TV and radio ads as a component of the campaign .
During his opening speech, Rehr also identified going “everywhere to everyone, through every device†as a critical goal for broadcasters. “NAB Update†asked the NAB president how that goal would be met on a local level, given the fact that stations don’t own most of the content they air.
“With all of the emerging change in technology, we are not quite sure how it’s all going to work out,†he said. “But it’s going to work out.
“What we don’t want is to have the great local radio and television broadcasters being denied access to consumers, and I think there are some people in technology who think that, ‘Well, you know, broadcasting is great, but it’s a dinosaur.’ And it’s not. It’s vibrant, it connects with people and we just need to be sure that when the engineers and all of the techies are thinking about new devices they always in the back of their mind say, ‘Well, can we get television and radio signals here because that’s what America wants?†he said.
Radio and television advertising, Web sites and collateral material will be part of the NAB’s plan to educate U.S. television viewers about digital television before the off switch in thrown on analog transmission in February 2009, according to NAB president and CEO David Rehr.
“NAB Update†spoke with Rehr between the Central and South halls at the Las Vegas Convention Center on April 27 after he helped pack and ship 100 boxes of goods to U.S. soldiers in Iraq as part of Operation Interdependence. Rehr told “NAB Update†that the association has “a great shot to educate America on the benefits of digital television.â€
Earlier in the week during his All Industry Opening remarks at NAB2006, Rehr laid out a five-point plan to go on the offensive with challenges facing broadcasters, including educating viewers about DTV.
After participating in the Operation Interdependence send off, the NAB chief said the association is still formulating its DTV education plan but identified TV and radio ads as a component of the campaign .
During his opening speech, Rehr also identified going “everywhere to everyone, through every device†as a critical goal for broadcasters. “NAB Update†asked the NAB president how that goal would be met on a local level, given the fact that stations don’t own most of the content they air.
“With all of the emerging change in technology, we are not quite sure how it’s all going to work out,†he said. “But it’s going to work out.
“What we don’t want is to have the great local radio and television broadcasters being denied access to consumers, and I think there are some people in technology who think that, ‘Well, you know, broadcasting is great, but it’s a dinosaur.’ And it’s not. It’s vibrant, it connects with people and we just need to be sure that when the engineers and all of the techies are thinking about new devices they always in the back of their mind say, ‘Well, can we get television and radio signals here because that’s what America wants?†he said.
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Until dollars are committed, they got nothin'.
| Originally Posted by Ken H ..., the NAB chief said the association is still formulating its DTV education plan but identified TV and radio ads as a component of the campaign. |
I think we are about 9 years too late in starting this. We should have been educating the public about DTV for years. And, as part of the "Digital Transition", owners should have been rewiring apartment buildings, condos, schools and office buildings for DTV-capable VHF+UHF reception for years. No new construction of buildings should have been allowed without some provisions for TV.
As it is, we broadcasters are coming to the table after the gluttons have eaten, hoping to salvage a few scraps. I'm afraid the competition won this war.
"One day (soon) all TV will be Pay TV".
As it is, we broadcasters are coming to the table after the gluttons have eaten, hoping to salvage a few scraps. I'm afraid the competition won this war.
"One day (soon) all TV will be Pay TV".
I know the NAB used to have a promo some stations used when they put their DTs on the air, in addition to the efforts of some individual stations and station groups (i.e.: Sinclair with its "myfreehdtv" website). But as I've said before, it'll take more than the NAB to make this succeed. For one thing, the tuners need to be in the stores, both set-top and built into the sets. Right now they're not and that's one of many reasons why we missed the original 2006 analog shutoff.
It needs to be stressed that digital and HD television is an over-the-air product and not the exclusive domain of DirecTV or Comcast.
There's still time. (See my sig.)
It needs to be stressed that digital and HD television is an over-the-air product and not the exclusive domain of DirecTV or Comcast.
There's still time. (See my sig.)
Quote:
And as Ken notes, they are way late. If OTA broadcasting needs to be relevant, it needs to start hyping DTV *now*.
| Originally Posted by vman41 Until dollars are committed, they got nothin'. |
Quote:
Nine years! No way! Ok, maybe 8.95 years.....
| Originally Posted by kenglish I think we are about 9 years too late in starting this. |
I agree with everyone who says it's way too late. But we don't have that time to do over. Let's hope they're planning something serious now.
On a related note, the CEA and NCTA are tag-teaming on their own campaign:
http://www.broadcastingcable.com/art...=Breaking+News
Again, who knows how serious they are about this. BTW, note the reference to the NAB at the end - did they think they'd get a positive response to their offer?
But I want to thank Ken H for putting up the original post - gave me something to blog!
On a related note, the CEA and NCTA are tag-teaming on their own campaign:
http://www.broadcastingcable.com/art...=Breaking+News
Again, who knows how serious they are about this. BTW, note the reference to the NAB at the end - did they think they'd get a positive response to their offer?
But I want to thank Ken H for putting up the original post - gave me something to blog!
Quote:
Ah, yes, nine years ago ... [/begin dissolve to flashback]
As I recall, there were newspaper articles and various demonstrations, such as Iowa Public Television's State Fair exhibit, which showed a recorded loop. But there was really nothing to demonstrate because nobody was on the air with a digital signal yet. All they could do was illustrate the abstract concept of a DT channel with a single HDTV image or four SD ones, delivered ghost-free (heck, even our cable wasn't ghost-free at the time!) beginning sometime in 2002. No need to rush, though -- our analog sets would still work 'til 2006. Not exactly a call to action. If anything, the message seemed to be, wait 'til '06. The system will have too many bugs early on anyway, which it did (and still does at times), so we might as well wait 'til those bugs are worked out. Plus, the prices will go down.
[/dissolve back to me typing in front of the computer right now]
I've said many times, there are a lot of people and things to blame for this slow adoption of DT: the FCC, the electronics industry, the many broadcasters who operated too long at a few kilowatts or less, and the technology itself. For these reasons, the end date of analog has been in flux. Now it's fixed. Let's get going.
| Originally Posted by kenglish I think we are about 9 years too late in starting this. We should have been educating the public about DTV for years. |
As I recall, there were newspaper articles and various demonstrations, such as Iowa Public Television's State Fair exhibit, which showed a recorded loop. But there was really nothing to demonstrate because nobody was on the air with a digital signal yet. All they could do was illustrate the abstract concept of a DT channel with a single HDTV image or four SD ones, delivered ghost-free (heck, even our cable wasn't ghost-free at the time!) beginning sometime in 2002. No need to rush, though -- our analog sets would still work 'til 2006. Not exactly a call to action. If anything, the message seemed to be, wait 'til '06. The system will have too many bugs early on anyway, which it did (and still does at times), so we might as well wait 'til those bugs are worked out. Plus, the prices will go down.
[/dissolve back to me typing in front of the computer right now]
I've said many times, there are a lot of people and things to blame for this slow adoption of DT: the FCC, the electronics industry, the many broadcasters who operated too long at a few kilowatts or less, and the technology itself. For these reasons, the end date of analog has been in flux. Now it's fixed. Let's get going.
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