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InfoTech: TV ads fight for eyes and ears
1 Nov, 2008 By: Tyler Whitaker Landscape ManagementHopefully by now, you have heard of the impending change coming to our nation early next year. I'm not talking about vague and non-specific promises of presidential politics. I'm talking about the national change from traditional analog television broadcasts to a new digital format.
What and when
On Feb. 17, 2009, all full-power TV stations will stop broadcasting the traditional analog signals they have used for the past 50-plus years. These stations will still be on the air. They'll just be using a new digital TV format that provides better pictures and sound, as well as more channels of programming.
The conversion to digital TV signals is what's driving the high-definition TV market as consumers purchase sets capable of receiving the new digital signals. The transition is similar to one completed by the cell phone industry last February.
Converter boxes
Any older TV that receives signals from an antenna will require a digital-to-analog converter box — often called an ATSC receiver or HDTV tuner — to continue to function with the digital broadcasts. These converter boxes go between your antenna and the analog television, much like a cable tuner box. Depending on the model you choose, new features like an onscreen programming guide are available. Converter boxes are available nearly anywhere electronics are sold for $40 to $60. The Federal Communications Commission also has a coupon program to help ease the burden of this transition. You can apply to receive up to two $40 coupons for free at
www.dtv2009.com
.
Industry implications
As the nation moves to digital TV, there is the potential to create a new digital divide. Those people directly affected by this transition have three choices: Switch to cable or satellite TV, purchase a converter box, or go without. And if you use TV commercials in your advertising, each choice directly impacts your marketing effectiveness.
Cable, satellite and over-the-air digital TV bring more channels to consumers. This expanded choice of programming reduces the effectiveness of commercials on local TV stations. To reach the same level of consumers, you will be required to advertise on more stations. Consider taking a closer looking at your TV advertising strategy to ensure you are reaching the right targets and numbers.
Time will tell the success of the digital TV transition and its long-range effects on our economy. Business owners who account for this transition in their marketing 2009 plans will be better positioned to capitalize on it.
For more information on the digital-to-analog transition, visit
www.dtvanswers.com
.
— The author is a freelance technologist focusing in business automation. Contact him at 801/592-2810 or visit his blog at
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