More on the DTV Transition

On May 1, 2006, Senate Commerce Committee Chairman Ted Stevens (R-Alaska) introduced S.2686, the Communications, Consumer's Choice, and Broadband Deployment Act of 2006. It appears that the bill may be on a fast track towards a Senate version, especially with lawmakers pushing for broad telecommunication reform legislation. Here is a look at the key consumer electronics issues relevant in the bill.

VII. Digital Television

Although Congress already has passed legislation to speed the digital television transition, a number of issues were not addressed. This part of the Stevens bill aims to ease the Nation’s transition to digital-only television broadcasting by February 2009. Specifically the bill:

• Bans the sale of analog TV sets in the US after March 1, 2007.
• Gives the FCC 2 months to set rules for TV set retailers to warn consumers about the transition to digital TV technology. After the FCC adopts it rules, these retailers would be given another 2 months to begin displaying warnings on analog TV sets indicating the need for a digital-to-analog converter box after February 17, 2009.
• One month after enactment, the FCC is directed to begin a public outreach program to educate consumers about the digital TV transition. The FCC is to explain the digital transition, why it is in the public interest, how it will benefit public safety and improve wireless services, and how it affects television viewers. The information provided is to include the date of the transition; options consumers have after the transition is complete; use of analog sets with cable and satellite systems, game consoles, VCRs, DVDs and similar products; the capabilities of digital television sets; and the need for converter boxes for over-the-air TV viewing using analog TV sets.
• Each broadcast television licensee would be required to air 2 30-second public service announcements each day until the transition is completed alerting consumers about the transition.
• All licensees in designated markets will also be required to submit a joint plan to the FCC addressing public outreach/PSAs. That plan is to include a description of how each broadcaster will fulfill the PSA requirements and market research by each broadcaster projecting consumer demand for converter boxes to help inform converter box retailers.
• Within 2 months, the FCC is to create an advisory committee, the DTV Working Group, to consult with State and local governments, providers of low income assistance programs, educational institutions and community groups to promote consumer outreach and provide logistical assistance to consumers, including converter box delivery and installation.
• The Working Group shall consist of staff from the FCC as well as the National Telecommunications and Information Administration and other federal agencies, television broadcasters, video programming distributors, consumer electronics manufacturers and manufacturers of peripheral devices, broadcast antenna and tuner manufacturers, retail providers of consumer electronics equipment, consumers, and public interest groups including the American Association of Retired Persons.
• The Working Group is to advise the FCC on creating and implementing a national plan to inform consumers about the transition and to ensure the plan includes Public Service Announcements, toll-free hotlines, and retail displays, and considers direct mailings, billboard ads and community events. It will also update the FCC on the efforts of the private sector to inform consumers about the transition.
• Permits cable operators to transmit an analog signal of any television station to their subscribers with analog TVs to ensure continued viewing of over-the-air signals for cable subscribers with analog TVs.
• Reinstates video description rules developed by the FCC to aid the blind and requires the FCC to submit transition coordination reports with respect to Canada and Mexico.

Missing from the DTV transition language are provisions long sought by the public interest community to ensure that legally mandated broadcaster public interest obligations are being met.

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What does this foretell? It appears that Congress has gotten the wakeup call that the DTV Transition will be a failure without a pro-active plan to make it succeed. While there’s been constant talk about “counsumer education,” very little has been done so far to alert people to the train that is rapidly approaching. Let’s see how this bill moves along and tries to avoid a train wreck.