In Depth

Digital Transition Honorable Mentions

TelevisionWeek recognizes the exemplary efforts by broadcasters to educate their viewers through innovative and creative communication both on-air and within the communities they serve, including the following honorable mentions.

WQAD-TV, Moline, Ill.: Began in 2001 with the creation of HDTV Network, a five-phase approach.

SDPB, South Dakota Public Television: Providing viewers with clear, concise, actionable information; by the end of January, viewers in the area had requested more than 10,000 discount coupons for converter boxes.

OETA-The Oklahoma Network: The campaign launched with an OETA-produced, Emmy-winning 30-minute program designed to inform and entertain its statewide audience. The station’s strategy has targeted rural over-the-air analog viewers.

KSAT-12, San Antonio: Rolled out a campaign beginning in 2001 with general informational announcements, then moved to more urgent and time-specific spots.

WZZM-TV Grand Rapids, Mich.: The station saw the transition as an opportunity to provide a higher-quality product to West Michigan television viewers, so it aggressively produced an on-air and Web campaign, before escalating appearances at community expos and business groups.

KRGV-TV, Weslaco, Texas: In a financially strapped area where 32% of viewers rely solely on over-the-air TV broadcasts, an informational campaign was essential. KRGV created and has already conducted 11 DTV presentations to answer questions and distribute flyers, all to augment the Web site @newschannel5.tv.

KNTV, San Jose, Calif.: The station launched a yearlong campaign called “Get the Picture,” its primary function being to demystify technical jargon and explain the equipment needed for viewers to go from analog to digital.

WHRO-TV, Norfolk, Va.: With its radio spots, Web sites, e-newsletters, the Member Guide, public appearances and TV spots, WHRO has been educating the public for more than a year.

WSET-TV, Roanoke-Lynchburg, Va., Allbritton Communications: The station launched an education program called DTV Questions, encouraging viewers to email, write or call with questions about the transition. In addition to on-air messages, online is an FAQ, “Everything You Ever Wanted to Know About DTV.”

WQED-TV, Pittsburgh: The station launched a series of DTV workshops. WQED also enlisted a representative from the FCC to talk with older adults.

KTWU-Public TV, Topeka, Kan.: Started by developing a course entitled “Digital Television Defined,” which led to PSAs, a viewers guide, Web site, live call-in program, on-air messaging and community meetings to explain the transition.