The Hill Special Report: Telecom - A revolution is coming to television sets across this country. On February 17, 2009–less than 500 days away–television broadcasters will switch from analog to digital signals. For viewers, this change holds tremendous promise.  By migrating to digital, they can enjoy dramatically sharper pictures and crisper sound. Broadcasters now offering a single channel of analog programming will be able to develop multiple digital channels, with more regional news, weather, children’s fare, and content for non-English speakers.  On top of this, the switch to digital means more efficient use of our airwaves, opening up more spectrum for our nation’s first responders.

 

The rewards of a successful digital television (DTV) transition are enormous. Like in any revolution, however, these rewards come with an undercurrent of risk.  As many as 21 million households rely exclusively on over-the-air television. These households risk seeing their sets go dark.  So do millions more that have one or more analog sets that are not connected to either cable or satellite service. Yet a recent poll from the National Association of Broadcasters suggests that only 1 in 10 Americans know when the digital transition is coming. 

 

To ensure success, we must draw up a battle plan.  At the federal level, this responsibility falls principally on the Federal Communications Commission (FCC) and the National Telecommunications and Information Administration (NTIA).

 

The FCC is charged with managing the airwaves used by our nation’s broadcasters. It must act decisively to ensure that broadcasters are fully prepared for the switch. It also must ensure that consumers are not only generally informed about the DTV transition, but also are given information tailored to advise them about changes occurring in the communities where they live.

 

The NTIA is in charge of the government program that, beginning January 1, 2008, will allow consumers to request up to two $40 coupons per household to defray the cost of digital-to-analog converter boxes.  These boxes make it possible for consumers who rely on over-the-air service to continue to receive television broadcasts.  Without them, their sets could cease to work.  But with three months to go, the NTIA program is plagued by uncertainties.  It is not clear which boxes have been certified and which retailers will stock them on their shelves. 

 

Getting these boxes in the hands of consumers is a challenge. Getting the word out is even more daunting. Yet to date, efforts on the outreach front have been patchy.  The FCC is in the early stages of reaching out to at-risk populations.  The NTIA has $5 million to spend on consumer outreach, but its efforts have barely begun.  Making a complicated situation even more difficult, the General Accountability Office (GAO) has suggested the absence of federal action is raising questions about who has ultimate authority for the switch.  In the ominous words of a recent GAO witness:  “It’s pretty clear to us that there is no one in charge.”

 

The time has come to manage the mechanics of the transition with the American public in mind.  First, to get this done right, the Administration should establish a federal, interagency DTV Task Force, co-chaired by leadership at the FCC and NTIA.  The DTV Task Force would determine how best to marshal existing resources across the federal government and advise Congress as to what additional measures may be necessary to ensure a smooth transition.  A similar structure was used successfully to coordinate federal action in addressing the Y2K problem. 

 

Second, as we develop this national effort, it is imperative that we match our work with local needs and strategies. National messages will only take us so far. What works in Houston may not work in Honolulu. Questions about the impact of broadcast tower construction, the presence of translator stations, and the need for antennas will require local answers. We need the equivalent of DTV “block captains” ready, willing, and able in every media market in this country. 

 

Finally, we must enhance transparency and accountability for the digital transition. Indeed, success will require that we regularly measure data in each television market.  As part of this assessment, the DTV Task Force should consider ways of collecting and reporting granular data that will validate successful strategies and provide early warning when we are at risk of running off the rails. 

 

The countdown to February 17, 2009 is on.  For the revolution to yield benefits for viewers across the country, the time to act is now.