The Consumer Electronics Association (CEA) and the National Association of Broadcasters (NAB) are implementing a joint digital television (DTV) promotional program slated to begin this fall.
Targeted toward consumers, the DTV promotional program will combine print/broadcast advertising, local-retailer tie-ins and a public relations campaign to raise the awareness of DTV products and programming options.
"We’re excited to be joining with television manufacturers to promote digital television to the American public," stated NAB president and CEO Edward O. Fritts. "DTV offers consumers better picture quality and a plethora of new services that will be free of charge to viewers. This promotional effort will both educate consumers about the benefits of digital and high-definition television, and serve as a reminder that DTV’s time has come."
Gary Shapiro, president and CEO of the CEA, said that manufacturers and retailers have already expressed enthusiasm for the promotional effort. "The time is ripe for DTV consumer promotion," he assessed. "Our research shows us that consumers are excited about DTV, they want to buy DTV, and they want to know what DTV programs are available in their area."
The fall rollout of the promotional campaign will hit select markets this year and then spread to many more in 2002. Shapiro is hopeful the push will help to generate consumer buzz. "Combining this program with some of the other DTV promotions that CEA is involved in, like showcasing DTV at home shows, promoting our DTV Web site– dtvweb.org– and reaching consumers through the media, we believe that consumers will begin to really see the benefits of DTV in their homes."
Headquartered in Washington, D.C., the NAB serves and represents America’s television and radio stations. The Arlington, Va.-based CEA represents more than 625 U.S. companies involved in the design, development, manufacturing and distribution of audio, video, mobile electronics, wireless and landline communications, information technology, multimedia and accessory products, as well as related services that are sold through consumer channels. Prevalent in this mix are TV set manufacturers. Combined, CEA member companies account for more than $70 billion in annual sales.
Past cooperative efforts between the NAB and CEA include the DTV Store at this past April’s NAB Convention in Las Vegas. Co-sponsored by the CEA, NAB and the Advanced Television Systems Committee, the DTV Store featured an assortment of new digital products from various DTV manufacturers.
Upcoming CEA events include Edge Tech: Emerging Technologies Showcase slated for Aug. 19-21 in Las Vegas; and the CEA fall conference and industry forum, scheduled for Oct. 14-17 in La Quinta, Calif.
