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BtoB

Broadcasters, advertisers join forces on digital TV transition

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New York—Broadcasters and advertisers have joined forces to prepare the advertising community for the February 2009 transition from analog to digital television.

The American Association of Advertising Agencies, the Association of National Advertisers, the National Association of Broadcasters and the Television Bureau of Advertising have formed a coalition and unveiled “The DTV Transition: Keeping the Ad Community in the Loop,” a new initiative to help ensure advertisers have a smooth transition to DTV.

The coalition will communicate with the advertising community through e-mail notifications, webcasts, a speakers bureau, luncheons, one-on-one meetings and the Web sites of the four associations.

Under the federal Deficit Reduction Act of 2005, full-power TV stations are required to turn off their analog signals on Feb. 17 and broadcast exclusively in the digital format.

—Carol Krol

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