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

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.