Tick-tock, broadcasters. That digital clock on the TVNEWSDAY home page is counting down to the end of your analog signal. February 2009 is less than a year and a half away, and most of your viewers still have no idea they may need new equipment just to keep watching TV over the air.

Because a disrupted viewer is an angry viewer, it's surprising that most local broadcasters seem content to wait for others to educate the public—for example, the NAB's DTVAnswers campaign which was just unveiled but doesn't “open wide” until January.

Not soon enough for the 13 Quincy Newspaper stations. Next month, in partnership with the Winegard Co., they'll launch a project that doesn't merely explain converter boxes, it also sells them to viewers—along with matching antennas and even installation.

“We've been discussing this with Winegard for four years,” says Quincy's Director of Engineering Brady Dreasler. “The time is finally right. The public has a special relationship with broadcasters, and they'll be looking to us to recommend what works and what doesn't. Winegard fills that niche. We can recommend their products.”

Winegard's Director of Consumer Sales and Marketing Aaron Engberg, returns the compliment: “We thought the best way to get the word out about the digital era is by advertising on local television stations because that's who viewers know and trust.”

Eventually, the Quincy stations may reinforce that trust with ads that feature local on-air talent, but not at first, according to Dreasler. “Winegard has created a spot, which we can customize with local graphics. We think this campaign would work in any U.S. market, but we'll test how well it does when it debuts in October.”

Viewers will be able to purchase everything they need for a smooth digital transition directly from the televised offer, although many may prefer to patronize one of the venture's retail partners, which includes a trade that many thought had gone the way of gas station attendants and home milk delivery: professional antenna installers.

“We are working with local vendors and installers so they can benefit from this partnership,” says Winegard's Engberg.  “This technology is confusing to people. If they can get more personal service and good advice from a local retailer, they're willing to spend a few more dollars.”

The same goes for the Quincy stations, which also plan to cooperate with large electronics chains, says Dreasler. “We're already working with Best Buy in one of our markets and we plan to support them on every level. We want installation to be part of the service, and Best Buy does a very nice job.”

The project debuts with a limited selection of products, including just one converter box—Winegard's RC-1010 Digital Receiver, which not only delivers digital signal to analog, but also HD to HD-ready TVs. This seemed a logical place to start as today's HDTV owners are by definition early adopters.

The recommended antenna depends on the market, its terrain and especially the band that digital signals use. Says Dreasler, “Some markets will have all their digital channels on UHF, but since some stations have chosen to stay on VHF, consumers will need an antenna that handles both.”

These initial offerings aren't cheap. The RC-1010 sells for $159, and the antenna can cost the same, not including installation. But by January early next year, when the National Telecommunications and Information Administration rolls out its converter box coupon program, Winegard and Quincy plan to offer a wide range of solutions, including a much less expensive digital receiver that supplies traditional video resolution. That box is expected to run less than $69 and qualify for the NTIA's $40 discount coupons. Winegard expects to further reduce prices as sales volume grows.

Although high-def quality may drive initial sales, that's just the start of the market potential, says Quincy's Dreasler. “It's been a long time since broadcasters have connected with viewers on reception issues. This will reconnect us in a big way. We've forgotten that with an appropriate antenna analog television still looks phenomenal—even more so when the signal is digital.”

Winegard's Engberg thinks the digital receivers will be a smash hit for another reason: “We know from our many recreational vehicle customers that they love the added content on broadcasters' extra digital channels, especially the 24-hour local weather features.”

Winegard also counts as a major selling point the superior picture quality of over-the-air high-def signals. But Dreasler is less certain. “Unfortunately that's not true in all cases. Every cable and DBS system is a little bit different. Where they re-compress our signal it probably doesn't look as good. However, some systems just pass the whole signal through with no degradation. Besides, we're not here to knock DBS or cable. This is about [boosting] broadcasting.”

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