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Comcast, Time Warner, and Charter Lead DTV Transition Initiative

November 19, 2008

By Jennifer Hull

In cooperation with Time Warner and Charter Communications, Comcast has announced that with the government-mandated transition from analog to digital television less than three months away, it will lead an effort to launch a public service announcement (PSA) campaign featuring 21 leaders from the Congressional Asian Pacific American Caucus, Congressional Black Caucus, and Congressional Hispanic Caucus. The PSAs will air across the nation through February 17, 2009 to educate consumers about the transition and encourage them to take action.

Nielsen Study Shows Multicultural Audiences are Most Unprepared for DTV Transition

According to a recent Nielsen Media Research study, multicultural audiences -- including Hispanics and African Americans -- are the most unprepared for the upcoming digital transition. In the PSAs, diverse members of Congress explain the actions consumers need to take to get ready for the transition if they are over-the-air analog television users (if their TV set is dependent on a set top or roof top antenna). The PSAs also inform cable and satellite subscribers that they will not be affected and do not need to take action.

"This campaign underscores the industry's long-standing commitment to educating consumers about the transition and to providing the information they need to make the decision that works best for them," said David L. Cohen, executive vice president, Comcast Corporation. "This unique PSA campaign lets Senate and Congressional leaders talk directly to their constituents about how to prepare for the transition."

Comcast Efforts to Help Consumers Prepare for DTV Transition

In addition to running PSAs, Comcast has spent the past year helping consumers get through the transition with a number of educational initiatives including: a dedicated website with an interactive tool that creates a personalized action plan based on specific needs of the consumer; educational partnerships with local governments, local broadcasters, and third-party organizations; a comprehensive educational advertising initiative that has aired almost six million TV messages on the digital broadcast transition; and 24/7 access to multi-lingual customer service representatives.