Opinion Editorial

Secretary of Commerce Carlos M. Gutierrez
Opinion Editorial, The Hill
”Readying Americans for TV conversion”

This month the one-year clock began ticking down to the transition to digital television (DTV). Not since the introduction of color has American television undergone such a dramatic overhaul. A year from now, full-power TV stations in the U.S. will stop broadcasting in analog and switch to 100 percent digital broadcasting. On Feb. 17, 2009, consumers who receive television reception over the air without a digital television, who haven’t purchased a converter box for their analog television, or who haven’t subscribed to cable or satellite service will lose their television signals.

Changing from analog to digital makes sense for America. DTV provides consumers a better viewing experience, including sharper images and clearer sound. It also frees up additional airwaves for first responders so they can better communicate with each other during emergencies — a key recommendation of the 9/11 Commission.

What’s more, DTV creates a world of new opportunities for innovation. The newly available spectrum will make airwaves available for the development and use of innovative telecommunications technologies and advanced wireless services.

The good news is that the public education campaign to alert consumers about this dramatic change is well underway and the word is getting out. More than 15 federal agencies are working with the Department of Commerce, the Federal Communications Commission, and our industry and non-profit partners to inform the public about the transition and the TV Converter Box Coupon Program.

To complement the general public awareness campaign, we are proactively working to reach and address specific concerns of consumers most likely to be impacted by the transition, such as seniors, minority communities, people with disabilities, the economically disadvantaged and those in rural areas. By partnering with social service and community organizations, and actively working to address challenges that arise over the course of the transition, we are helping to ensure the digital transition doesn’t leave any American without TV service.

The Coupon Program, which Congress created for households wanting to use their analog sets to receive over-the-air broadcasts after the transition, is providing consumers with coupons worth $40 toward the purchase of converter boxes. The program, administered by the National Telecommunications and Information Administration (NTIA), an agency of the Commerce Department, was launched on Jan. 1. Nearly 2 million coupons were requested in the first week. Since then demand for coupons continues to be strong with almost 6 million coupons requested to date.

Requests have come in from every state and coupons are being mailed to households across the nation.

NTIA has encouraged the voluntary participation of retailers in the program. Already, more than 9,700 retailer locations are participating in the program, including locations in all 50 states, Puerto Rico and the U.S. Virgin Islands. This includes large retailers, such as Best Buy, Circuit City, RadioShack and Wal-Mart, as well as over 150 smaller retailer locations.

In addition to storefront locations, consumers will be able to call a RadioShack toll-free number on March 1 to order a converter box, and Best Buy will be offering a toll-free number for consumers to order the converter box in late April or early May. Other retailers are expected to add toll-free lines in the future. Additional retailer locations, including online retailers, are being added daily and can be found at www.DTV2009.gov. Participating retailers have completed certification in the Coupon Program and have indicated that their employees are trained, they have inventory in stores and their systems are prepared to redeem coupons.

America is a leading innovator in the world. This transition is another in a long line of technological advances that will more efficiently use our resources, increase our competitiveness and improve our quality of life. DTV is coming to America’s TV screens. On Feb. 17, 2009, when full-power television stations nationwide turn off analog, we want every American to be ready.

More information about DTV and the Coupon Program can be found at www.DTV2009.gov or by calling 1-888-388-2009. We encourage members of Congress to put Coupon Program Web banners on their websites, and to circulate flyers and brochures at town hall meetings and through district offices. An online toolkit with resources for educating constituents can be found at: www.dtv2009.gov/Partners.aspx

Gutierrez is the U.S. secretary of commerce.