The purpose of this document is to present a recommendation on how to use social networking as presented in “Momentum” by Allison Fine to ensure that seniors, African Americans and Hispanics are prepared for the switch from analog TV to digital TV on February 17, 2009.
Background
Originally TV licenses were issued based on spectrum availability in a given area with little in the way of costs since the TV stations were licensed to broadcast for the public good. As the market moved to digital TV, it was understood that broadcast stations would not need as many frequencies with digital as they did with analog. Consequently, in 1997 the FCC agreed to allow broadcasters to continue broadcasting over the air TV in the current 700 MHz spectrum for a limited time so they could transition to digital TV (Publicknowledge.org). The FCC at that time agreed to auction off part of the spectrum to raise money to help pay down the Federal deficit. The bands were sectioned in blocks, A, B, C, D & E. The big bidding has been for C block which can be used for national phone and high speed internet access. Blocks A, B and E are reserved for smaller geographic areas in order to ensure that under populated parts of the country obtain wireless service (
However, there were some surprises in the auction. For one, Google, bid 4.7 Billion on C block inventory, but did not win any of the bands. Most believe Google made their bid to ensure that the FCC received the minimum bid of $4.6 Billion which would ensure the C block was open so that any device could access its broadband network. Another surprise was that Dish Network paid $711 Million for part of the 700 MHz spectrum which may be used for a national video network (Kaplan-Reuters, 2008, Para 3).
The third surprise is that the auction of D block was put on hold since the FCC did receive the $1.3 Billion minimum bid it required. Whoever wins D block will have to share the band with emergency responders. This sharing arrangement may have effected its bid prices (Kaplan-Reuters, 2008,
One big issue of the recent auction was satisfied since the nationwide spectrum won by Verizon will be accessible to a range of open devices and platforms.
However, the other issue that is occurring is the very real possibility that 19 million
What’s been done so far?
For starters there is a very good web site developed by the Government (http://www.dtv.gov/) which provides all the details about the switch from analog to digital broadcasting. The web site is in English and in Spanish, plus the site has podcast and downloadable videos. There is even a video using sign language to explain the changes.
The site notes that all analog TV turners will need a digital converter in order to receive digital signals after February 17, 2009. Additionally the site states that all US TV households are eligible to receive two (2) forty dollar coupons for the purchase of an analog to digital converter boxes (Digital Television Basics, 2008). There is a link which allows you to download a coupon online. There is a real concern that better educated, more upscale households will take advantage of the forty dollar coupons, but minorities may be left behind.
To help ensure all understand the changeover, the DTV.gov website all so has an “Outreach Tool Kit” that can be used by activists to spread the word about the count down to digital. For example, the site has static JPEG and Gif banners that can be placed on a person’s web site. There is even a very good flash widget in English and in Spanish that has the countdown in day, hours, minutes and seconds until the shift to digital. The site even has a quiz on the switch to digital that someone can take and earn a DTV Deputy badge.
Emarketer issued a report in on February 15, 2008 which indicated that only 37% of adults 65+ used the internet in the three month period of October – December, 2007. This compares to 92% of Adults 18-29 and 85% of adults 30-49 and even 72% of adults 50 - 64. This data indicates that seniors over 65% are less likely to find out about the government’s switch to Digital because of their lack of internet access. In terms of ethnicity, the same Emarkter study indicates that 76% of whites, 56% of blacks and 79% of Hispanics accessed the internet in the October – December, 2007 period. This would tend to indicate that Hispanics should be reachable through online media. However, the government may have problems targeting African – Americans through online media.
More Ads on the way
A CNET blog quoting The Wall Street Journal indicated that the cable and broadcast industry has already committed $900 Million to advertising the switch from analog to digital (Reardon, Para 4). However, the FCC is requesting that the broadcast and cable industry increase the number of public service messages to four per day and then 12 per day as the changeover gets closer. The FCC also indicated that most of the current public service announcements are running from 12 midnight to 6:00 AM when most people are sleeping (Reardon, Para 3).
Recommendation
While the increased advertising may help build awareness of the switch over among general consumers, this recommends the government develops an outreach program for Seniors 65+, Hispanics and African Americans. Specifics recommendations for the outreach are as follows:
For seniors, the government should encourage each consumer to notify at least one adult 65+ about the new change over. People can notify their parents, grandparents, or neighbors. The government can post senior notification profiles on social networking sites such as MySpace and Facebook and encourage the viral sharing of widgets such as their countdown widget to make those under 65 aware of how important it is to help seniors adjust to this changeover. For example, in times of emergency it is important that seniors can get life saving information which will not be as available if they do not have access to digital broadcast TV.
For Hispanics, since this group is already involved with the Internet, the government should continue to push out information about the digital changeover. The use of key Hispanics TV stations such as Telemundo or Univision is also critical to get the message out about the change over to digital.
Finally, for African-Americans, it is important to push information out through the schools about the change over to digital. Additionally, the government can reach out to email databases and such as “Afro-Netizen.org to encourage younger African-Americans to reach out to their parents, grandparents and neighbors so that all members of the African-American community know about the change over to digital TV (Fine, 2006)
Conclusion
By increasing public awareness advertising, by outreach programs to under-serviced minorities such as seniors, Hispanics and African-Americans, the government can ensure that all Americans can participate in the digital revolution. The goal should be no TV set left behind.
Notes,
Public Knowledge, Retrieved 20 March, 2008 from:
http://www.publicknowledge.org/issues/spectrum-reform
Anderson, N. (2007). 700 MHz auction: What’s really up for grabs, and why it won’t be monopolized. Retrieved 23 March, 2008 from: http://arstechnica.com/news.ars/post/20070815-700mhz-auction-whats-really-up-for-grabs-and-why-it-wont-be-monopolized.html
Rheingold, H. (2002). Smart Mobs.
Kaplan, P, Reuters, (2008) Verizon, AT&T dominate
Woyke, E, Forbes, (2008), Google's Android Gets Game, Retrieved 23 March, 2008 from:
http://www.forbes.com/technology/2008/01/11/google-android-wifiarmy-tech-wire-cx_ew_0111android.html
Kaplan, P, Reuters, (2008) Verizon, AT&T dominate
