V-me and DIRECTV MAS launch PSA Campaign to inform viewers about Digital Transition.

V-me and DIRECTV Mas unveiled a new PSA initiative to raise awareness among Spanish- and English-speaking viewers about the transition to digital television in February 2009. The PSA will be aired across the DIRECTV Mas and DIRECTV platform, on V-me, which is carried on most major cable and satellite systems, and by public and commercial broadcasters.

The 60-second PSA, produced by V-me, features award-winning actress, Lupe Ontiveros. The spot — produced in both English and Spanish — uses humor and straight talk to help viewers understand what the shift from analog to digital means, who is affected, and what the options are, including the government-subsidized coupons that can be used to purchase converter boxes. Most importantly, the PSA directs viewers to the official information site http://www.dtv2009.gov, and urges viewers to spread the word to friends and families.

The digital transition is a very important issue, and V-me wants to make sure that the Hispanic community continues to be engaged and connected as the conversion takes place

The new campaign was unveiled on Capitol Hill last night to Latino community leaders, advocates, and Congressional leaders at an event in Washington D.C. hosted by V-me and DIRECTV Mas where the Honorable Joe Baca, chairman, Congressional Hispanic Caucus was the featured speaker. Rep. Baca also chairs the Caucus’ Technology Committee and has been at the forefront of efforts to include the Latino community in outreach efforts around this issue. In his keynote address at the event, Congressman Baca said, “It is critical that our Spanish speaking communities are made aware of the upcoming Digital Television Transition. I thank V-Me and DIRECTV Mas for taking a leadership role in promoting awareness of this important issue, and recognize them for their dedication to corporate responsibility.”

“The digital transition is a very important issue, and V-me wants to make sure that the Hispanic community continues to be engaged and connected as the conversion takes place,” said Carmen M. DiRienzo, president, V-me. “We are proud to partner with DIRECTV because they share our commitment to bringing the best quality information and entertainment to America’s Latino families.”

“One out of every five Hispanic homes are at risk of losing their local television signals after the transition, and DIRECTV Mas is committed to making sure Latino households continue to have access to quality television and entertainment,” said John de Armas, vice president, World Direct, DIRECTV, Inc. “DIRECTV Mas and V-me have a shared mission to empower Spanish-speaking viewers and increase the general public’s awareness of the digital transition.”