U.S. switch to digital-only broadcasts largely unknown

By: Xavier Andrews
Posted In: News

Brian Kenny recently received a shipment of digital to analog television converter boxes in his Radio Shack store, but since the display went up in front of the register, the devices have yet to sell.

“As much as we’d like to have [the converters] here and get them out, it’s going to be a last minute thing,” said Kenny, manager of the location in the Bellevue Plaza Shopping Center in Newport, R.I.

Kenny is hopeful that once word gets out that the U.S. Federal Communications Commission is switching its television signal from analog to digital on February 17, 2009, more converters will be sold.

Kenny is, however, being optimistic. It is becoming apparent that few Americans are aware of the aforementioned switch and how it will affect them.

Not only are consumers not informed, but much of the information they receive is incorrect. According to TWICE (This Week in Consumer Electronics) magazine, the U.S. Public Interest Research Groups released a report last month indicating that major electronic stores across the country knew very little about the switch to digital television (DTV).

More than 80 percent of employees gave poor information or did not know about the digital converter boxes.

Kenny says that every Radio Shack employee has taken a test on the converters and basic information about the DTV switch. He also believes that for the time being the transmittal of information to the public has been sufficient, but hopes to see TV advertisements in the months leading up to the change.

The converter boxes currently in stock at Radio Shack are priced at $59.99 per box. Best Buy and Circuit City offer different brands but sell converter boxes at the same price. Wal-Mart’s DTV converters are Magnavox brand and are modestly priced at $52.97. The gadget works similar to a cable box and simply switches the analog signal to digital.

It is fairly easy to install, however consumers need a converter box for each non-working television set in the household. The federal government is issuing $40 coupons for any citizen who needs help affording the cost of the devices. Kenny said that all Radio Shack stores gladly accept these coupons.

Lisa Johnson of the Hotel Viking in Newport knows little of the changeover but thinks it will not be a problem.

“Our media is very up-to-date,” said Johnson, referring to MSN TV, a computer/television apparatus with which the rooms in the hotel are equipped.

The hotel will likely not be affected by the change because their television is not received over the air and most of the TVs are LCD monitors and not analog sets.

The truth of the matter is that far fewer people will be affected by the switch than those who will not.

According to the New York Daily News, a recent Nielsen Co. study concluded that if the switch from analog to digital were to occur today, about 10 percent of U.S. households would not receive a TV signal. Among demographics, Hispanics would be the least ready for the transition, with more than 17 percent owning analog TV sets.

Most cities and urban areas will not be affected by the change and very few residents will have to buy converter boxes. It is those in rural areas that will be hit the hardest in February 2009. The New York Daily News reports that New York City will be the most prepared area, with non-digital TV sets accounting for only 3.5%. Conversely, more than 22& of the sets are non-digital in Portland, Ore.

Johnson is not the only person unsure of the effect the change will have on her business. Paul DeWolf, assistant to the audio/visual coordinator at Salve Regina University in Newport, is fairly certain that the regular cable that students receive in their dormitories can be changed to digital easily, but is not sure.

DeWolf does however feel sympathy for those with “bunny-ear” antennas who know nothing of the switch.

“I don’t think anybody knows about it to be honest,” said DeWolf. “I think they should do more advertising over TV. I haven’t seen any.”

He is also worried that those unable to pay for the converter boxes have no idea about the government-issued coupon to help with the cost.

While DeWolf believes that the older generation will be affected most by the transition to DTV, the Nielsen study debunks that theory. According to Nielsen research, slightly more than 9 percent of U.S. residents age 55 and above depend on analog broadcasts. Surprisingly, 12 percent age 35 and younger rely on analog broadcasts. The fact that the older generation is more prepared for the DTV switch was the most shocking result for the surveyors.

Many European countries have either completed or made some progress in the switch-off to DTV. Nevertheless, the U.S. approach is unique in that it is taking place on one day, instantly. DeWolf does not acknowledge this technique as daring because the U.S. already has many digital signals and is likely far more technologically advanced than the countries that have completed the transition. DeWolf thinks that most Americans are unaware just how digital our lives have become and that this is a natural next step.

DeWolf, however, warns that this is not the end of the line for television technology: “It will switch again. eventually something will be quicker, something will be sharper.”