Don't let it happen to you

The FCC has decided to launch a marketing effort "to increase awareness and educate consumers" about the Feb 17 conversion of televisions from analog to digital, featuring personal appearances from commissioners and teams of FCC representatives circulating 80 regions of the country.

As of last May, 36 percent of consumers were not prepared for the upcoming transition — and six percent were completely unaware of it.

The teams will target markets where over 100,000 households or at least 15 percent of the households rely solely on over-the-air TV signal, writes Brandweek. Those especially at risk are seniors, people living in tribal and rural areas, people with disabilities, individuals with low incomes, minorities and non-English speakers, the FCC said.

The campaign also includes billboards and PSAs for radio and television. Outreach efforts are being supplemented by activities from interest groups like the Consumer Electronics Association and the National Association of Broadcasters.

A rather abrupt signal to TV-watchers will occur in November: those watching analog televisions will encounter a blank screen that directs them to a website and toll-free number for information on the conversion.

Forty-five percent of consumers in over 70 million households, at risk of losing their television service, have not taken any action to prepare by purchasing either a digital conversion box or a TV with a digital tuner, according to a June report from the Government Accountability Office.

Full-power television stations, however, are ready for the digital switch — though some have said the FCC has delayed construction permits or changes to their final digital channels.