Digital TV is coming, whether you’re ready or not

by Linnea Kirgan, January 17th, 2008, 6:33 am

This may be the quiet before the storm. At this time next year, we’ll be about a month away from the official switch from analog TV transmission to digital TV and the consumer buzz will likely be quite a bit louder.

Full-power TV stations will turn off their analog signals on Feb. 17, 2009 and begin broadcasts in digital only. The move was mandated by the government in order to free up frequencies for public safety communications. In addition, DTV will give viewers better picture and sound quality.

People with analog TVs who rely on free, over-the-air broadcasts — about 13% of the US population — will have to purchase a special converter box in order to get a signal. Or they could subscribe to a cable or satellite TV service, or buy a new digital-ready TV set.   

Best Buy’s CEO made headlines last week when he called the transition to digital transmissions a “huge risk” for the industry. Brad Anderson said he is “very nervous” about being able to supply customers with the necessary converter boxes. “The number of converter boxes that is going to be required could put tremendous pressure on us,” Anderson said. “We’re very nervous about the potential risks. Once it gets turned off, it could be very interesting.” 

Best Buy stopped selling analog TV sets back in October, in order to reduce consumer confusion about the upcoming change.

So far, consumers have been relatively mum on the topic. Maybe that’s because they’re not completely aware of the upcoming change or don’t understand if they’re affected.  According to a recent report, more than half of Americans still have not heard about the switch.

Some legislators have expressed concern that the elderly, in particular, might be targets of con artists ready to capitalize on those not completely familiar with the procedure for adopting the new technology.

Last fall, the National Cable and Telecommunications Association announced it would spend $200 million to raise awareness and the National Association of Broadcasters plans to spend $700 million. In addition, the Consumer Electronics Association has a number of video tutorials related to the upcoming change. 

The converter boxes will cost between $50 and $70 and households can request two $40 coupons per household to offset the cost. The coupons have been available since Jan. 1, 2008, and more than 1 million consumers have requested them. Converters will be available in stores beginning in mid-February.

More than 100 retailers — including Wal-Mart and Target, translating into some 15,000 store locations — have been certified to carry the devices.