Transition to DTV

Consumer Electronics Retailers Coalition

The Digital Television (DTV) Transition

The consumer electronic retail industry operates in all 50 states and worldwide through small, mid-size and large specialty and general outlets, as well as on and through the Internet. Retailers serve on the ‘front lines’ as both provider of products consumers want and need, as well as the primary source of education to help them better understand their options and choices.

Digital television – both the content that is received and the technology that brings it into every home – offers consumers challenges and tremendous opportunities. CERC’s role is to help our members in particular, but consumer electronics retailers in general, and all of our collective customers have a better understanding of the technologies, policies, regulations, and laws as our nation begins to fully "transition" from ‘analog’ to ‘digital’ broadcast signals. Retailers will play an obviously critical role to insure that consumers are equipped with the latest and most appropriate devices for each household.

CERC has been working with our members and their sales associates; with the Federal Communications Commission (FCC), Congressional leaders, and the Department of Commerce's National Telecommunications and Information Administration (NTIA) - the agency responsible for overseeing the converter box program, as well as with our cross-industry partners in the DTV Transition Coalition to help make the DTV Transition as smooth as possible. While February 17, 2009 is the final date that over-the-air TV stations can broadcast an analog signal, the DTV ‘revolution’ has already begun, and households today have an opportunity to take full advantage of digital content and technology through many sources.

CERC is a founding member of the DTV Transition Coalition and when it was launched commented: “Retailers play a pivotal role in helping consumers understand what products or services they need (or already possess) that will bring the reality of digital technology and content into their homes. We look forward to working with this Coalition to help consumers realize the benefits.”

Some of the documents and websites that will help consumers and retailers better understand and 'get through' this Transition include:

CONSUMER ISSUES: Consumers need to know their choices and options with respect to the DTV Transition that will go into effect on February 17, 2009.

The DTV Transition application period has begun! You can find out more information and apply for up to two (2) coupon eligibile converter box coupons online or by calling the program at 1-888-DTV-2009 (888-388-2009).
Newly Revised Version Now Available: CERC has updated its Consumer Guide entitled "What Consumers Need to Know About the February 17, 2009 'DTV Transition' and the NTIA 'Coupon-Eligible-Converter-Box' Program." This informative guide is meant to help retailers explain and consumers better understand and plan for the February 17, 2009 shutoff of local "analog" TV broadcasts that Congress has enacted. CERC encourages retailers and other interested entities to hyperlink to and reproduce and distribute this Consumer Guide so long as its content is not modified without CERC’s permission. We are also prepared to 'co-logo' the Guide with any group wishing to keep its customers and constituents better informed about the DTV Transition. Contact us at info@certailers.org.
A newly revised Spanish version is also available. CERC han publicado una Guía para el consumidor en español sobre “Lo que debe saber de la ‘transición DTV’ del 17 de Febrero del 2009 y del programa NTIA (CECB) cupón de descuento de caja convertidora.” Esta guía informativa ayudará al público a planear mejor para el cierre de Febrero del 2009 de los canales locales de señal “análoga.”
CERC’s statement at the February 28, 2007 launch of the DTV Transition Coalition, a cross-industry and consumer group effort to help consumers have as much information as possible so as to not be left without broadcast television because of the transition. The Coalition website is packed with updated information and even has a questionaire to assist a household in better understanding its options and choices.
Consumer Questions - CERC has been receiving a number of specific questions regarding the DTV Transition. As we get them, we will pass along some of our answers to help consumers better prepare.
- What are my options if I have an analog VCR and want to connect a converter box to it?
- What are my options if I have a portable TV, listen to TV sound on a radio, or have my TV in an RV?

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RETAILER ISSUES: Both CERC members and independent retailers who sell consumer electronics need to know their obligations, responsibilities when selling TVs in this new environment. At the very least, CE retailers need to know the answer to their customers' questions about the Transition. Additionally, many will want to participate in the NTIA "Coupon Eligible Converter Box (CECB) Program.

The Department of Commerce's National Telecommunications and Information Administration (NTIA) has just released a new information website for retailers to help them decide whether and how to participate in the program.
NEW!!! Retailers registered with the CECB program may be interested in knowing where the applications are coming from. NTIA is sharing with CERC the number of coupon applications coming in from each state, as well as detailed with the first 3-digit zip codes.
Independent retailers interested in learning more about the CECB Program should read the NARDA|CERC article entitled: The DTV TRANSITION: An Independent Retailer Challenge & Opportunity. This is an updated version of one that appeared in the November 2007 issue of the "The Retail Observer" under Michael Fischer’s byline. Michael is the President of Neilsen’s in Spencer, IA and NARDA’s Treasurer.
This website will point retailers to such documents as its one-page overview Digital TV Fact Sheet for Retailers, a Retailer Overview of the "Coupon-Eligible-Converter-Box" program, and the NTIA's Retailer Participation Form.
For more information on the NTIA regulations regarding retailers go the NTIA website.
CERC has also been working with the the FCC to help retailers keep their customers aware of the differences between analogy and digital as well as DTV and HDTV signals. CERC, together with the FCC and the CEA helped write and then distribute a “Tip Sheet on Buying a Digital Television."
Additionally, in line with the FCC order adopted in the spring of 2007 requiring that a "Consumer Alert" label appear "on or adjacent to" any television with only an “analog” TV tuner, at the point of display for advertising or sale, whether in-store, in print, or on a website, CERC and FCC prepared an FCC-CERC Joint Advisory FACT SHEET and CERC wrote a special Fact Sheet to help retailers better understand this label mandate.

In General:

For more information on the DTV Transition in general go to the FCC's special DTV.gov website or visit the DTV Transition Coalition website.
Additionally, on October 17th CERC was invited to testify before the Senate Commerce Committee. Our written and oral testimony outlined retailers' support for consumer education efforts and our industry's willingness to actively participate in the CECB Program under the right circumstances.