Apsattv
12-01-2008, 08:07 PM
From http://www.athensnews.com/issue/article.php3?story_id=30273
WASHINGTON -- In little more than a year's time, "go black shock" will hit television viewers nationwide.
This is not a new trend in fashion or a change in programming, but a decision by the Federal Communications Commission to switch from traditional analog TV to the modernized digital format, which will put an end to free, over-the-air programming on television sets that do not have cable connections.
On Feb. 17, 2009, the switch will be complete and any analog TV not equipped with cable or satellite service will simply go black, creating a "go black shock" as Ricardo Byrd refers to it, especially among the poor.
"We have heard a lot of anecdotal information that people in areas that are less affluent are generally those that are getting their TV over-the-air -- not hooked into cable -- and it's primarily economic that they cannot afford it," he said. "TV is a quality-of-life issue. To take away a person's television impacts their quality of life."
Byrd, the executive director of the National Association of Neighborhoods, one of the largest and oldest grassroots multi-issue membership organizations, is deeply concerned about the effect the transition will have on minority, elderly and low-income households.
Byrd is also concerned that the digital television (DTV) transition may be forcing consumers to buy cable. "There is a large campaign going on as we speak for people receiving over-the-air broadcast to buy cable, and many people cannot afford cable," Byrd said. "The industry is trying to take advantage of this situation by encouraging people to buy a new set. The new TV sets are really wonderful, but they're expensive."
With roughly 20 percent of the nation still using analog TV, the FCC insists that new television sets are not necessary. Analog TVs that are hooked up to a cable or satellite service will not be affected. For those that are not, a set-top converter box will be made available early in 2008 that will allow analog TVs to receive broadcast DTV signals and convert them into a viewable format.
The converter boxes are expected to sell for about $50 at retail stores. Consumers will be able to request two $40 coupons per household for the converter boxes as of Jan. 1, 2008, to take away from some of the costs.
BY 2009, THE DTV Transition Coalition estimates that 13 million households will need to get the converter box. Byrd said the government option to have people obtain a coupon is helpful, but still does not cover all of the costs of the switch.
"The coupon does not cover the cost of installing the box, so you have a discount coupon which is good, but it doesn't cover the cost of your set going black nor does it cover the cost of the installation of that box to your set," he said. "Looking at the box, it doesn't appear to be an easy, do-it-yourself item. It would take some sophistication in terms of the proper installation of the box."
Byrd continued, "I think people that are wealthier are in the process of upgrading their technology through buying new sets and through purchasing cable. They're probably more sophisticated about accessing the Web to get the coupon and connecting the boxes."
The bottom line, "The more affluent will find it easier to make this transition than the less affluent," he said.
The FCC is well aware of the potential burden that the DTV transition may place on certain groups. In a speech at the FCC headquarters in September, FCC Chairman Kevin Martin acknowledged that communities, such as "the elderly, the disabled, low-income earners, those living in rural areas, minorities and non-English speakers" are "likely to be disproportionately impacted by the transition and least aware of it."
The FCC is holding a series of workshops to reach these communities and has developed a Web site, www.dtv.gov, to provide consumers with more information. Additionally, the DTV Transition Coalition is trying to facilitate a smooth transition for consumers as well, providing information and resources on its Web site, www.dtvtransition.org.
A survey conducted by the Association of Public Television Stations found that these efforts have made somewhat of a positive impact on public awareness about the switch. The number of Americans unaware of the DTV transition declined from 61.2 percent in November 2006 to 51.3 percent in August 2007. But, these methods are still failing to reach many.
"Much of the information regarding the coupons and things you can do that are not expensive are available on Web sites, and it's been proven that Web sites are not the best way to communicate with hard-to-reach constituencies," Byrd said.
But even some of the well-educated are not well informed about the DTV transition.
Sandra Melvin, 46, of Raleigh, N.C., said she had read something about it briefly in the newspaper once, but had not heard much else about the details.
She was under the impression that the converter boxes were being provided to everyone through some type of voucher that covered the whole cost.
Despite the challenges, the FCC is holding strong to its position that the DTV transition is best for everyone, considering its many advantages.
"The Commission's highest priority is protecting the American consumer," Martin said. "We intend to take whatever actions are necessary to minimize the potential burden the digital transition could impose on consumers and maximize their ability to benefit from it."
The switch will dramatically improve picture and sound quality, provide interactive video and data services and enable multicasting, which will allow broadcasters to offer multiple streams of programming, according to information provided by the DTV Transition Coalition.
The coalition's Web site also informs consumers that the transition "will free up scarce and valuable spectrum for public safety and new wireless services. This is possible because the modern technology of DTV is more efficient than analog TV technology, allowing for many new and critical uses of this very limited resource."
In addition to concerns related to how the FCC will facilitate the transition, there is speculation that the retail industry may cause consumers headache by selling analog TVs without informing consumers of the impending transition date.
"I am certain there are going to be a lot of sales on analog sets," Byrd said. "The industry is going to try to unload all of the equipment this year for the 2007 Christmas season as well as next, knowing that those sets will have limited service for consumers. The people will anticipate they're getting a great buy on a wonderful set, not understanding that that set will go black on Feb. 17, 2009."
However, some retailers have stepped up to ensure that consumers are not fooled into buying these TV sets and that they are made aware of the coming transition.
For example, Best Buy, the nation's largest consumer electronics retailer, pulled all of the remaining analog TV sets from its shelves. The retailer has made brochures and other information about the switch available in its store as well as on its Web site since early 2006.
Circuit City, a leading specialty retailer of consumer electronics and related services, has also taken great strides to inform the public of the DTV transition with educational pamphlets, store signage and messages that run on its closed circuit videos in stores nationwide.
WASHINGTON -- In little more than a year's time, "go black shock" will hit television viewers nationwide.
This is not a new trend in fashion or a change in programming, but a decision by the Federal Communications Commission to switch from traditional analog TV to the modernized digital format, which will put an end to free, over-the-air programming on television sets that do not have cable connections.
On Feb. 17, 2009, the switch will be complete and any analog TV not equipped with cable or satellite service will simply go black, creating a "go black shock" as Ricardo Byrd refers to it, especially among the poor.
"We have heard a lot of anecdotal information that people in areas that are less affluent are generally those that are getting their TV over-the-air -- not hooked into cable -- and it's primarily economic that they cannot afford it," he said. "TV is a quality-of-life issue. To take away a person's television impacts their quality of life."
Byrd, the executive director of the National Association of Neighborhoods, one of the largest and oldest grassroots multi-issue membership organizations, is deeply concerned about the effect the transition will have on minority, elderly and low-income households.
Byrd is also concerned that the digital television (DTV) transition may be forcing consumers to buy cable. "There is a large campaign going on as we speak for people receiving over-the-air broadcast to buy cable, and many people cannot afford cable," Byrd said. "The industry is trying to take advantage of this situation by encouraging people to buy a new set. The new TV sets are really wonderful, but they're expensive."
With roughly 20 percent of the nation still using analog TV, the FCC insists that new television sets are not necessary. Analog TVs that are hooked up to a cable or satellite service will not be affected. For those that are not, a set-top converter box will be made available early in 2008 that will allow analog TVs to receive broadcast DTV signals and convert them into a viewable format.
The converter boxes are expected to sell for about $50 at retail stores. Consumers will be able to request two $40 coupons per household for the converter boxes as of Jan. 1, 2008, to take away from some of the costs.
BY 2009, THE DTV Transition Coalition estimates that 13 million households will need to get the converter box. Byrd said the government option to have people obtain a coupon is helpful, but still does not cover all of the costs of the switch.
"The coupon does not cover the cost of installing the box, so you have a discount coupon which is good, but it doesn't cover the cost of your set going black nor does it cover the cost of the installation of that box to your set," he said. "Looking at the box, it doesn't appear to be an easy, do-it-yourself item. It would take some sophistication in terms of the proper installation of the box."
Byrd continued, "I think people that are wealthier are in the process of upgrading their technology through buying new sets and through purchasing cable. They're probably more sophisticated about accessing the Web to get the coupon and connecting the boxes."
The bottom line, "The more affluent will find it easier to make this transition than the less affluent," he said.
The FCC is well aware of the potential burden that the DTV transition may place on certain groups. In a speech at the FCC headquarters in September, FCC Chairman Kevin Martin acknowledged that communities, such as "the elderly, the disabled, low-income earners, those living in rural areas, minorities and non-English speakers" are "likely to be disproportionately impacted by the transition and least aware of it."
The FCC is holding a series of workshops to reach these communities and has developed a Web site, www.dtv.gov, to provide consumers with more information. Additionally, the DTV Transition Coalition is trying to facilitate a smooth transition for consumers as well, providing information and resources on its Web site, www.dtvtransition.org.
A survey conducted by the Association of Public Television Stations found that these efforts have made somewhat of a positive impact on public awareness about the switch. The number of Americans unaware of the DTV transition declined from 61.2 percent in November 2006 to 51.3 percent in August 2007. But, these methods are still failing to reach many.
"Much of the information regarding the coupons and things you can do that are not expensive are available on Web sites, and it's been proven that Web sites are not the best way to communicate with hard-to-reach constituencies," Byrd said.
But even some of the well-educated are not well informed about the DTV transition.
Sandra Melvin, 46, of Raleigh, N.C., said she had read something about it briefly in the newspaper once, but had not heard much else about the details.
She was under the impression that the converter boxes were being provided to everyone through some type of voucher that covered the whole cost.
Despite the challenges, the FCC is holding strong to its position that the DTV transition is best for everyone, considering its many advantages.
"The Commission's highest priority is protecting the American consumer," Martin said. "We intend to take whatever actions are necessary to minimize the potential burden the digital transition could impose on consumers and maximize their ability to benefit from it."
The switch will dramatically improve picture and sound quality, provide interactive video and data services and enable multicasting, which will allow broadcasters to offer multiple streams of programming, according to information provided by the DTV Transition Coalition.
The coalition's Web site also informs consumers that the transition "will free up scarce and valuable spectrum for public safety and new wireless services. This is possible because the modern technology of DTV is more efficient than analog TV technology, allowing for many new and critical uses of this very limited resource."
In addition to concerns related to how the FCC will facilitate the transition, there is speculation that the retail industry may cause consumers headache by selling analog TVs without informing consumers of the impending transition date.
"I am certain there are going to be a lot of sales on analog sets," Byrd said. "The industry is going to try to unload all of the equipment this year for the 2007 Christmas season as well as next, knowing that those sets will have limited service for consumers. The people will anticipate they're getting a great buy on a wonderful set, not understanding that that set will go black on Feb. 17, 2009."
However, some retailers have stepped up to ensure that consumers are not fooled into buying these TV sets and that they are made aware of the coming transition.
For example, Best Buy, the nation's largest consumer electronics retailer, pulled all of the remaining analog TV sets from its shelves. The retailer has made brochures and other information about the switch available in its store as well as on its Web site since early 2006.
Circuit City, a leading specialty retailer of consumer electronics and related services, has also taken great strides to inform the public of the DTV transition with educational pamphlets, store signage and messages that run on its closed circuit videos in stores nationwide.