Digital TV: 7 Steps to Success

Tirconnell · 01-14-2009, 04:46 PM

The switch to digital can work -- if the feds follow these 7 Easy Steps .

The Digital TV transition is now a total mess. Even if you don't think next month's transition date should be moved, you would be hard pressed to argue that things are going smoothly.

President-elect Obama, numerous congressmen and two ex-FCC chairmen have called for a delay in the transition; the feds have run out of money for digital converter boxes; Nielsen says as many as 6.8 million people are completely unprepared for the switch; and some studies indicate that million more will lose some TV signals because of weak antennas and other issues.

But House Republicans and others pushing for the transition to go as planned on February 17, 2009 say that a delay would only cause more consumer confusion. They add that it's impossible for every viewer to be on board when the switch occurs -- regardless of when it's done. Consequently, they argue, proceed with the transition and whoever is left behind will eventually figure out how to get their TV signals back.

President-elect Obama needs to make Digital TV a priority.

While I agree it's impossible to ensure that every single TV viewer will not lose some signals when the transition occurs, I do believe that you can minimize the disruption -- if you do it right.

And I also believe that that should be the government's attitude -- they started this transition so they have a responsibility to do everything possible to help their citizens keep their TVs. The cavalier comments from some (government and private industry) officials that people will just 'figure it out later' are shameful.

So, how can the government complete this transition with minimum damage done to its citizens? Here are seven steps:

1. Delay the Transition By Five Months
Move the transition date to August 17, 2009, not May 17, 2009 as some congressmen are contemplating. The May date would be in the middle of Sweeps Month, the critical ratings period for local TV stations. Moving the transition to a time when stations could lose some viewers, at least temporarily, just doesn't make sense. August is a low ratings period; there will be less disruption on both the local stations and viewers who won't lose the season finales of their favorite shows.

Additionally, three months is not enough time to get this transition back on track.

2. Hire Ex-FCC Chairman Michael Powell as Digital TV Czar
Arguably, the biggest problem that the Digital TV transition has experienced is that no one has been in charge. The FCC Chairman is not ultimately responsible for its success; the National Telecommunications and Information Administration chief isn't, either.

The program was set up (purposely in my opinion) so that no one could be singularly blamed if it failed. (Who wants to be Brownnie?) It doesn't take a rocket scientist to figure out that a program without a person in charge doesn't get done right.

Ex-FCC Chairman Michael Powell has joined President-elect Obama in calling for a delay. Well, let's call him in to run the transition -- immediately. As the FCC Chairman from 2001 to 2005, he is intimately aware of the issues and what needs to be done to effectively bring this thing to an end. And as someone with political ambitious, he will sweat the details to ensure that things get done.

3. Hire Bill Cosby as 'The Face' of Digital TV
The government's lack of a well-known person to lead the transition effort has been a problem. In past educational campaigns run by the government, high-profile officials such as Dr. C. Everett Koop (health issues) and Tom Ridge (terrorism) have served on point to address the public's concerns. While their effectiveness can be debated, at least you knew who you could turn to.

The federal government needs a high-profile person to head the educational aspects of this program, someone who can communicate how to prepare for the switch in simple terms. And someone who will instantly command respect from minorities and older residents -- the groups that surveys indicate are most clueless about the switch.

While many people would fit the bill, one name jumps out at me:

Bill Cosby.

The 70-year-old comedian is African-American and, yes, elderly, but he's more than that. Cosby has a gift of explaining things in simple and humorous terms. He would be a hit in federal PSAs, Town Hall meetings and media interviews. Suddenly, millions of Americans who are now tuning out those Digital TV spots would start paying attention.

4. Restrict Converter Coupons to Lower-Income Residents
This one will be controversial, but that's tough. From the start, the government decided that every American -- from Joe Blow to Bill Gates -- would be eligible for the two $40 coupons that could be used to buy digital converter boxes. Consequently, the government didn't have enough money to fully subsidize the entire cost of the converter, which can run as much as $70. As a result, low-income residents had to dip into their own pockets to make up the difference.

That was just dumb. There are now a sizable number of people on the waiting list for converter boxes who could buy $1,500 High-Definition TVs without giving it a thought.

In the post-transition period, the government should only issue coupons to people making less than $75,000. And the coupons should not be for $40; they should be good for any digital converter box that costs under $70. As a result, a person just has to bring a coupon into a store and redeem it immediately for a converter.

I will admit that this one could be difficult logistically. First, the government has to determine which people on the converter box 'waiting list' are making less than $75,000. (But if they can determine how much our government rebates are, they should be able to determine this.) They also would have to tell people making over $75,000 that there will be no more coupon funding for them. But the overwhelming majority of people who still haven't gotten converter boxes are making less than $75,000. That's the audience the government needs to focus on in the home stretch.

5. Create a Partnership With CE Retailers For Converter Installation
Early Digital TV tests in Wilmington, North Carolina and a few other cities have shown that many people who buy the converters don't know how to use them; they don't realize that they need to be programmed. Consequently, some folks -- okay, particularly older folks -- think the converters are broken. (The FCC actually hired fire fighters in Wilmington to go to homes to program the boxes.)

The government should devote some of that stimulus money to creating a partnership with Best Buy and other CE retailers so they can send people to your home to install the converter box after you buy it. The installation would be free for a limited time only.

6. Pass More Funding for New Antennas
The dirty little secret of the Digital TV transition is that even if you install a converter box on your old analog TV, you may not get some of the local stations you get now. The nature of a digital signal is different than an analog signal; you either get it or you don't. And with the cheap antennas now installed in many homes, many people will lose some stations, if not all of them.

U.S. Sen. Bernie Sanders, the Vermont Independent, is working on legislation that would help subsidize the purchase of new rooftop antennas. That should be part of the post-transition plan.

7. Get Some Presidential Leadership
During the last eight years, I don't think you could find eight words spoken on the subject by President Bush. The president has ignored the digital transition despite calls from the National Association of Broadcasters and others to get involved by starring in Public Service Announcements.

President-elect Obama should commit to making the transition a priority in his early months in office. Yes, there are more important things going on -- oh, you know, a global economic meltdown, for example, -- but the success of this program is critical to keeping the electorate happy and content. And in the long run, as times get tougher, that will be important to this president.

Conclusion:

Finally, as you can see, the transition will be costly if the government follows my seven steps. Until now, the government has tried to do it on the cheap. But unless it wants millions of people running around angry and looking to do something about it, it better get this done right. It can't ensure that 100 percent of the populace will have their TV signals when the transition occurs, but it can get close.

And at this point, that's the best anyone can ask for.