In addition to the earlier CES panel on the DTV Transition (which had focused on the coupon program and retailers), there was another session later that afternoon entitled “Goodbye Analog Hello DTV” which examined current educational efforts to get the public ready for the big change.

The panel started with remarks from Meredith A. Baker, Acting Assistant Secretary for Communications and Information, National Telecommunications & Information Administration (NTIA), outlining how the Digital-to-Analog Converter Box Coupon Program is going so far. She indicated that consumers can expect to start receiving their coupons in late February and also said that of people contacting NTIA for information on the program, 74% were using the website and 26% were using the phone number.

Then a discussion followed, with moderator Jason Oxman, Vice President, Communications and Member Relations, Consumer Electronics Association; and a panel made up of members of the DTV Transition Coalition: Debra Berlyn, President, Consumer Policy Solutions, Federal Affairs Consultant, AARP; Jonathan Collegio, Vice President, Digital Television Transition, National Association of Broadcasters; Catherine Seidel, Chief, Consumer & Governmental Affairs Bureau, Federal Communications Commission; Rob Stoddard, Senior Vice President, Communications and Public Affairs, National Cable & Telecommunications Association; and Tony Wilhelm, Director, Consumer Education and Public Information Television Converter Coupon Program, NTIA (panel pictured in order, from left to right).

Everyone painted a very positive picture of how education efforts have been going so far, but there were a couple of key takeaways. The panel said that the measure of success is in terms of awareness, not response. As Seidel said, “Some people do get the message, but don’t act.” Collegio warned that for consumers who wait until the last minute to get a converter, there will be a lag until they get their coupon which may mean some people will be left out on February 17, 2009.

Berlyn said that AARP was particularly concerned about groups like seniors, minorities, non-English speaking households, disabled persons, and those living in rural and tribal areas. She also said there was concern about consumers knowing how to connect the converters once they obtain them and suggested that local community groups such as Meals on Wheels may be useful in working directly with consumers.

NTIA is focused on over-the-air population, said Wilhelm. Households that don’t get television via cable or satellite are most in need of information about the Transition. The key questions are where these people are to be found and where the key markets are. For example, Wilhelm noted that Los Angeles is the #1 over-the-air market and that along the Mexican border, there are a larger number of over-the-air households. Coupon requests will allow NTIA to track the consumer response and make mid-course corrections.

The initial stages of education efforts seem to be effective, with consumers’ questions evolving over time and becoming action-oriented. As Stoddard noted, there is a need for “articulate communication” which helps people understand when they need to do something and when they don’t.

For more on cable’s education initiative, visit our Get Ready for Digital TV site (also available en Español).

Tags: AARP, DTV Transition, DTV Transition Coalition, FCC, NAB, NCTA, NTIA

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