Telemundo launches ‘Alerta Digital’ campaign.

Telemundo announced it will launch “Alerta Digital,” a company-wide network sponsored national public service awareness campaign to educate its viewers on the upcoming digital television transition. With Natalia Villaveces (Nitido) as its spokesperson, the campaign will premiere on Sunday, February 17, 2008 and serve as the countdown to the February, 17, 2009 switch from an analog to digital broadcasting system nationwide.

“One of Telemundo’s founding pillars is our commitment to the community,” said Don Browne, President, Telemundo. “It is important for our viewers and the Hispanic community as a whole to be informed and prepared for the digital transition that has been mandated by the FCC. The move from analog broadcasting to digital broadcasting is just a year away and as a leading Spanish-language broadcaster, Telemundo must provide our audience with the necessary information and tools they need to secure a smooth transition without any interruption to their television service.”

The “Alerta Digital” campaign will be rolled out in four phases; 1) raising awareness of the digital transition, 2) promoting the government sponsored Converter Box Coupon Program, 3) promoting choices such as the converter box, subscription to cable or DBS or Digital ready TV sets and 4) urging viewers to take action before the February 2009 transition.

The on-air component of the campaign will feature appearances by spokesperson, Natalia Villaveces on select Telemundo programs including Nitido, Cada Dia, Titulares y Mas, Al Rojo Vivo and Al Rojo Vivo Weekend. Telemundo will also be broadcasting informational segments and packages throughout their news properties and other programming.

“Alerta Digital” will be supported at the local level by Telemundo’s owned and operated stations and affiliates via :30 second spots. Each station and affiliate will be able to tag the spots with their local call letters and/or talent. Local station websites will have a link to the network’s campaign page and will be given the URL to the “Alerta Digital” page, http://www.yahootelemundo.com/alertadigital> ,so that stations can link back to Yahoo! Telemundo. The website will launch at the start of the campaign on February 17, 2008.

The network will offer marketing support via off-air materials. Telemundo will host events throughout the year and will show the public what a converter box looks like as well as host informational sessions on how this governmental initiative will affect their lives. Customized National Telecommunications and Information Administration (NTIA) fliers have been available since February 1st, which the network will distribute. In addition, Telemundo will produce FAQ brochures and make them accessible to the public by February 23, 2008 as well as online banners. Radio spots will also be produced and ready for broadcast at stations by March 1, 2008.