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Broadcasters Ready for DTV Switch - Consumers, Not So Much


Where's the picture?

The scheduled digital transition — when the television industry transitions from analog broadcasting to digital — will take place in less than nine months, and most broadcasters are ready for the challenge, reports the Government Accountability Office (via MediaBuyerPlanner).

91 percent of the 1,122 full-power stations that responded to a GAO survey said they are already broadcasting in digital, according to Broadcasting & Cable. 97 stations said they are not broadcasting in digital yet, but 94 of them said they would by Feb. 17, 2009, the analog cut-off date.

Some stations that have not completed their digital build-outs blame the FCC for delaying construction permits or changes to their final digital channels.

One-third of respondents said they were concerned that their signals would not reach cable operators or satellite TV providers after the transition. Satellite and cable operators said they need broadcasters to inform them of their digital coverage areas as quickly as possible.

As for consumers, a recent online survey from Bridgevine.com found 36 percent were not prepared for the digital transition. Six percent remain completely unaware of the upcoming conversion.

"With a customer base that is generally quite savvy about digital services and related issues, we were surprised by the number of those people who are not prepared for the transition," said CEO Vinny Olmstead of Bridgevine.

"The survey results clearly indicate a lapse in consumer education and strongly suggest that additional awareness initiatives around the switch to digital are needed for consumers nationwide."

The move to all-digital broadcasts is expected to impact 65 million or more Americans, according to National Association of Broadcasters and the GAO.

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