The Senate Committee on Commerce, Science and Transportation held a hearing on April 8 to discuss the status of the digital television (DTV) transition and to hear concerns about the effectiveness of the consumer education campaign designed to inform viewers about the switch.
On February 17, 2009, most television stations will be required to transmit their signals digitally, ending transmission of analog over-the-air signals. Some 21 million households that rely on over-the-air television will be directly affected by the transition.
To offset the cost of the transition for consumers, the National Telecommunications and Information Administration (NTIA) created the TV Converter Box Coupon Program. Under this program, U.S. households can apply for up to two $40 coupons that can be applied toward the purchase of converter boxes, which allow analog TVs to receive digital signals.
Among the witnesses who testified at the hearing were Kevin Martin, chairman of the Federal Communications Commission (FCC), and Meredith Baker, head of NTIA, who both testified that the government campaign to educate consumers about the DTV transition has been effective.
Committee Chairman Daniel Inouye, D. Hawaii, disagreed, citing a recent consumer survey which found that 74 percent of Americans who are aware of the DTV transition continue to have major misconceptions about it.
In response, Martin and Baker defended the government's efforts.
According to Martin, awareness of the transition grew from 50 percent to 76 percent over the past three months.
Baker cited an increase in demand for the converter box coupons as additional evidence that outreach efforts have been successful.
Although awareness is increasing, many experts fear that those most affected by the transition may not know about the transition or the coupon program.
Representatives from the broadcast, cable, and consumer electronics industries and from the civil rights community have formed the DTV Transition Coalition to provide information to consumers who will be most affected by the DTV transition: people of color, seniors, people with disabilities, and those residing in rural areas.
“The civil rights community cares about communications policy because we recognize that what we are really talking about is equal opportunity and equal access to important local and national resources,” says Wade Henderson, president and CEO of the Leadership Conference on Civil Rights, a founding member of the DTV Transition Coalition.
The DTV Transition Coalition has raised a number of concerns about the coupon program.
One major concern involves a guideline that no more than two coupons can be sent to an address, which means that residents of nursing homes may not be able to receive coupons. Baker assured the committee that NTIA is looking into changing the rules so that anyone residing in a nursing home could request coupons.
Martin also assured the committee that the FCC is continuing to reach out to disproportionally affected communities by holding information sessions and distributing materials targeted toward senior citizens, non-English speakers, people with disabilities, rural communities, and Native Americans.
The Senate committee is expected to hold monthly hearings on the transition until its implementation in February 2009.
