FCC Chairman Kevin Martin told the House Subcommittee on Telecommunications and the Internet today that cable should be made to carry all of a TV broadcaster's digital signals if the transition from analog to digital television is to have the best chance of success.

He began his testimony at the hearing by spelling out the FCC's actions to “minimize the burdens on consumers” of the upcoming switch in TV transmission. The commission, he said, has “acted to dramatically reduce the number of consumers who would need a converter box to view broadcast signals post-transition.

“Second, we are addressing technical issues related to the transition.

“Third, we are employing our authority and industry's resources to conduct a far-reaching effort to inform consumers.

“And, finally, it is my hope that the commission acts to encourage and facilitate broadcasters' ability to offer additional free channels so that the DTV transition is a benefit rather than a burden to consumers.”

But Martin didn't stop there. He added: “I believe that more can be done. I have circulated a proposal to my colleagues that requires broadcasters to use PSAs and screen crawls throughout the day to inform viewers about the transition and to publicly report on these education efforts on a quarterly basis.

“The item also requires MVPDs to provide monthly inserts about the DTV transition in their customer billing statements. The item also requires manufacturers of television receivers and related devices to provide notice to consumers of the transition's impact on that equipment.

“In addition, we require the partners listed on the commission's www.dtv.gov website to provide the commission with quarterly updates on their consumer education efforts.

Finally, the item states that we will work with the National Telecommunications and Information Agency (NTIA) to ensure that the retailers participating in the converter box program are appropriately training their employees and informing consumers.  I hope and expect that the Commission will be able to adopt this DTV Education Order quickly.

Martin went on to suggest another FCC initiative that he said could improve the transition. “Broadcasters,” he said, “should be able to, and be encouraged to, use the digital spectrum they already have to send multiple television signals to consumers for free.

“Let me give you an example of what I am talking about. Right now, a broadcaster using analog technology transmits one programming stream, which we think of as a television channel. But with digital spectrum, technology enables broadcasters to put out not just one programming stream, but several.  So, a broadcaster could broadcast two or three channels of programming all at the same time (i.e., a movie channel, a 24-hour news channel and a sports programming channel) with no additional cost to the consumer or need for additional spectrum. In short, multicasting enables broadcasters to provide more free television programming to consumers.

“I believe that the ability to view new broadcast channels would facilitate the transition by providing people with an incentive to get a converter box. As things stand today, over-the-air consumers must purchase a converter box (or buy a digital TV) just to maintain the status quo. They have the burden of purchasing new equipment just to ensure that their televisions will not go dark the day after the transition.

“Consumers will only gain in terms of new and improved services if they buy new expensive HDTV's. This burden that the digital transition places on consumers is probably why a majority of those aware of the transition think that the government is on the “wrong track” according to a recent APTS survey. The message that we have been sending is simply not appealing—you need to buy a new box, or you'll lose TV altogether.

“But what if instead the message to consumers was, ‘If you get a new digital television or a converter box, you will be able to watch a wide array of new free programming?'   Then what was a burden for consumers becomes a meaningful benefit.

“The opportunity to enjoy more programming choices would give consumers an actual incentive to be excited about adopting digital technology. And, the faster that this technology is in consumers' homes, the less chance there is that Americans will be left in the dark after the digital transition.

“The only way we can make this a reality, however, is if the cable companies are required to carry these additional channels. And, as is the case today, cable operators should be required to carry this free programming.”