Broadcasters unveil 697 million campaign on DTV transition


Television broadcasters have announced a comprehensive 697 million consumer education campaign, the second phase of the industry’s DTV consumer education initiatives, which began in late 2006. NAB engaged Starcom MediaVest Group to do the media plan.

The campaign will include:
"DTV Action" television spots
Crawls, snipes and/or news tickers during programming
30-minute educational programs about DTV
100-day countdown to the February 17, 2009 DTV deadline
Public relations elements, including earned media coverage in newspapers and online
DTV Road Show that will visit 600 locations nationwide
DTV Speakers Bureau that will reach one million consumers
Online banner ads on TV station Web sites
The combined elements of the campaign will generate 98 billion audience impressions during the course of the campaign, which will run through February 17, 2009, when all television stations must turn off their analog signals and begin broadcasting exclusively in the digital format.