NAB kicks of DTV education program

"DTV Action" spots have been distributed throughout the US in both English and Spanish as the NAB kicks off its DTV transition consumer awareness program. The package sent to television stations includes ready-made spots and ample material for use by local news departments. NAB says this is just the first salvo in a program that will continue right up until the transition deadline of 2/17/09.

The current program is designed to promote the following points: * Digital television provides numerous benefits to viewers; * All broadcast television will be digital in 2009; * Some consumers will need to upgrade or they will lose their TV signals; * More information is available by visiting www.dtvanswers.com or calling 1-888-DTV-2009.

The news package includes * Footage of a DTV converter box, including a consumer hooking up her analog television to a box; * Footage of transmission towers and antennas; * Interviews with FCC Robert McDowell and U.S. Secretary of Commerce Carlos Gutierrez; * An additional interview with Secretary Gutierrez in Spanish. The spots can be viewed at www.dtvanswers.com/30secspot.

"This video package is only the first step in NAB's multifaceted media plan to educate consumers about the DTV transition," said NAB President/CEO David K. Rehr. "Our spots are informational and drive general awareness that the DTV transition is a good thing for consumers, but that they may need to take action to upgrade. Our stations have already received and will continue to receive educational materials from NAB by February 2009 to educate consumers about DTV."

TVBR/RBR observation: The news package is a prime example of a video news release (VNR), and is further an excellent demonstration of the benevolent use of such PR devices. They are not necessarily a tool of the devil. They aren't all about getting us to try a certain product or service on the sly, or a product of an under-the-table compact between broadcaster and advertiser. Many times their intent is purely educational, as in this instance.

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