Digital TV: How to Be Prepared

Four Trade Groups Band Together To Ready Ad Industry for Switch

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NEW YORK (AdAge.com) -- Four trade groups -- 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 to keep the advertising community informed about changes related to the Feb. 17, 2009 transition to digital TV.
DTV TransitionClick for PDF
What Every Ad Exec Should Know about the DTV Transition


The new coalition intends to identify and address concerns and issues specific to the ad industry that arise due to the transition. Communications will take place through e-mail, webcasts, speakers, luncheons, one-on-one meetings and the websites of the four associations. As part of the effort, the groups are distributing a "Frequently Asked Questions" brochure for advertising executives. (Click the image above to read a PDF of the brochure.)

Under legislation passed by Congress, full-power TV stations are required to turn off their analog signals on February 17, 2009, and broadcast exclusively in a digital format. Broadcasting digitally enables TV stations to provide dramatically clearer pictures, better sound quality and more programming choices for viewers.

For advertisers, the move gives rise to commercials with better picture and sound, as well as new targeting opportunities as stations add more programming targeted at niche interest groups and demographics.
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