|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.