Joint push in hi-def digital TV campaign

Jan 7, 2002  •  Post A Comment

The Consumer Electronics Association and the National Association of Broadcasters are slated to announce the launch of a joint industry effort to promote digital television at the Consumer Electronics Show this week in Las Vegas.
Under the basic concept of the campaign, sources said, broadcasters in key markets are being asked to donate airtime for spots that promote the high-definition TV fare they’re offering on their digital channels, branded with the tag line, “It’s like being there.”
TV set manufacturers and set retailers, in turn, are being encouraged to buy ads to promote their DTV products on the stations participating in the campaign. Manufacturers and retailers are also supposed to ensure that DTV sets are available at key locations within each market so the public has an opportunity to see what the new technology is all about.
At CEA’s meeting this week, NAB President and CEO Eddie Fritts and CEA President and CEO Gary Shapiro will announce the details of the initiative, including the launch of an eight- to 12-week pilot project within the next several weeks to test the concept in three markets-Portland, Ore.; Houston; and Indianapolis. Another test of the project, a source said, is expected to be launched in Washington later in the year.
“We’ll see how everything works here and go from there,” said a source close to the issue. “We’re trying to generate some enthusiasm.”