US networks will spend $327m+ promoting DTV

US broadcasters promised to air more than $327 million (E231m) worth of television spots as part of a campaign to alert consumers about the approaching switch-over to digital television. The major television networks, as well as 95 station-owning broadcast companies, pledged to run the ads as part of a $697 million campaign designed to keep viewers from being caught short when broadcasters switch to digital signals by February 17, 2009.

The federal government plans to subsidize the cost of buying a digital STB by offering $40 discount coupons to anyone who owns an analogue television.

The campaign, announced by the National Association of Broadcasters, will also include repeated reminders on local news stations, as well as public relations and other educational programmes designed to raise public awareness of about the switch-over.

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