In response to a request from the FCC, National Association of Broadcasters  President-CEO David K. Rehr sent a letter to FCC Chairman Kevin Martin recommending five specific ways to help monitor and measure the success of the analog shut-off experiment on Sept. 8 in Wilmington, N.C.

NAB has offered to take the lead on conducting awareness and intercept surveys, as well as polling broadcast stations about the ease of the transition, the results from which may be helpful in educating consumers on the nationwide switch to digital television on Feb. 17, 2009.

The letter said:

Dear Chairman Martin:

The National Association of Broadcasters shares your goal of maximizing the information gleaned from the digital television transition test in the Wilmington, N.C., designated market area (DMA) on Sept. 8, 2008. In response to a request from your staff, NAB has developed specific monitoring efforts that we believe will yield the most meaningful information from the Wilmington experiment.

Our staff has identified five essential measurement tools, which we believe will effectively capture information needed from this experiment to apply to nationwide outreach efforts in advance of the Feb. 17, 2009, cut-off of analog broadcasting by full-power television broadcasters. NAB is volunteering to take the lead on three of these five elements. We also suggest that the FCC utilize data collection from its own Call Center, as well as collect information about the experiences of cable and satellite subscribers to further evaluation efforts.

The specific measurement tools proposed are:

• An Awareness Survey—NAB willconduct an awareness survey on Sept. 8, the day of the test, to determinethe number of viewers who are aware of the digital switch and whether theyhave taken action.
• Intercept Surveys—NAB willconduct intercept surveys (similar to voter exit polls) on the afternoonand evening of Sept. 8 to interview Wilmington DMA citizens about:
• Whether they successfullyupgraded to receive digital television signals.
• Where they learned about theDTV switch.
• How easy or difficult it wasto upgrade.
• How they chose to upgrade.
• How easy or difficult it wasto use the government converter box coupon program.
• Whether they encounteredtechnical difficulties.
• What their perception was ofthe coordination between federal, state and local agencies outreachinitiatives.
• Broadcaster Surveys-NAB willconduct a broadcaster survey to poll stations on any problems, solutions,viewer calls and complaints they received.
• FCC CallCenter Data Collection—Asstations will not be "switching off" but instead running aninformation slate on the analog signal, they can direct viewers who failedto upgrade to the FCCCall Center.Based on information gleaned from the calls, we strongly urge the FCC todetermine, categorize and tabulate reasons why viewers did not upgrade andshare that information with broadcasters, cable and satellite partners. Wesuggest categories such as:
• They waited too long to buy orset up a digital set or a converter box.
• A coupon did not arrive intime.
• The retail stores were out ofconverter boxes.
• Setting up converter boxes wastoo difficult.
• They did not think thestations they watch would switch to digital.
• They were not aware of theswitch to DTV.
• They were unaware of thecorrect transition date.
• They forgot to upgrade.
• They were out of town or toobusy or knew they could do it later.
• They relied on another memberof their household to upgrade.
• They needed help to upgradeand were unable to attain assistance.
• Their converter box"didn't work."
• Their antenna didn't work orthey have no antenna or their antenna wasn't connected.
• They didn't understand theinstructions for the digital set or the converter box.
• They thought all their setswere hooked up to cable or satellite.
• They were waiting for cable orsatellite installation.
• Other
• Cable and Satellite SubscriberReports—Cable and satellite companies should share information abouttheir subscribers' experiences related to the Wilmington experiment. Information aboutthe number and type of subscriber problems reported to these companieswill be very valuable as we approach the February 2009 switch.

While the opportunity exists to mine helpful data from this experiment that can assist us as we prepare for the national switch to digital, we should also acknowledge that there are some potential hurdles. According to research conducted by SmithGeiger at the behest of NAB, 66 percent of viewers in the Wilmington DMA watch some programming originating from another DMA. This has the potential to confuse Wilmington viewers who may see news or spots regarding a national transition date that is different than their own. Additionally, the local public station will also continue to air national messages with the Feb. 17, 2009, date.

The research also showed that more Wilmington viewers currently believe the transition will occur in February 2009 as opposed to September 2008. This is likely due to the fact that the experiment had only recently been announced when the survey was conducted. Nonetheless, evaluating the results in Wilmington must take these factors into account.

NAB is prepared to do all it can to aid in a smooth transition in the Wilmington DTV transition experiment, and we look forward to a meaningful evaluation of the results. NAB will work with Wilmington broadcasters to anticipate and prepare for any challenges, as well as with the FCC and other partners to refine and execute testing measures to evaluate these findings.