re you ready for the most significant upgrade in television since color TV?

The transition from analog to “Digital Television” represents the most significant advancement of television technology since color TV was introduced. While it seems that every technology we use today – including cell phones, music and radio – is all digital, television is not. The DTV transition is well underway and will be completed on February 17, 2009.

For California consumers, the benefits of digital television are amazing: crystal clear pictures and CD quality sound; enhanced closed captioning for the hearing impaired; and more choices through additional digital side channels such as all weather or all traffic channels.

What’s your role? You need to take action if you are one of the 2 million California homes that rely exclusively on free, over-the-air broadcasts made available through a rooftop antenna or rabbit ears. To make sure your family continues to receive free, over-the-air television, just follow either one of these two simple steps:

1. Use a DTV converter box so that your analog television set can receive the new digital broadcast.
The DTV converter box, sometimes referred to as a set-top box, is an electronic device that makes the new digital signal viewable on an older television set. To help cover the cost of the converter box (which usually sells between $40 and $70), the federal government is offering you two converter box coupons, valued at $40 each. For more information about the converter box coupon program, call 1-888-DTV-2009 or visit www.dtv2009.gov.

2. Upgrade to a television set with a built-in digital tuner.
You may choose to purchase a new television set with a built-in digital tuner. All television sets manufactured after March 2007 are required to have a digital tuner. As with older sets, you will need a basic antenna that provides quality reception of over-the-air analog television signals to pick up free digital broadcast programming from local stations. For information on DTV antennas visit www.AntennaWeb.org.

If you already have a digital tuner in your television, or subscribe to a cable, satellite or telephone company television service, you can relax and wait. All of these services will allow you to receive digital television signals on analog television sets (as long as they are connected to the service). No additional equipment is required.
Studies have shown that Californians most at risk to lose their television signal will be senior citizens, non-English speaking households, the economically disadvantaged and those living in rural areas. Local television stations are a primary source of emergency information for Amber Alerts, weather warnings and other disaster information critical to viewer safety. Your stations are using strategies such as public service announcements, news reports, town hall meetings, partnerships with local service organizations and other promotional efforts to ensure you never lose these services.

The California State Legislature has designated May 2008 as DTV Education Month and a van will be traveling the state advising viewers about the transition. Many non-profit organizations and retail businesses are assisting in this massive educational campaign. The goal is to ensure that those who need to take action are given accurate information and know where to go for help.
The digital television transition is coming in February 2009, and it means a better quality television experience for everyone. But don’t wait until next year to figure out what to do. Get prepared today for DTV.

Additional information about the DTV transition is available at www.dtvanswers.com.

Stan Statham is the President/CEO of the California Broadcasters Association representing the 983 radio and television stations in the state. To contact Statham, visit the association’s Web site at www.yourcba.com.