AAAA, ANA, NAB & TVB will work together on The DTV Transition: Keeping the Ad Community in the Loop.

Broadcasters and advertisers have joined forces to prepare the advertising community for the February 17, 2009 transition to digital television (DTV), forming a coalition and unveiling a new initiative: “The DTV Transition: Keeping the Ad Community in the Loop.”

The newly formed coalition, which includes the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the National Association of Broadcasters (NAB) and the Television Bureau of Advertising, will work to ensure advertisers, as well as viewers, enjoy a smooth transition to DTV.

The coalition will keep the advertising community informed of the implications of the changeover from analog to digital-only television broadcasts in an effort to identify and address any concerns or issues specific to the ad industry. The coalition will communicate with the advertising community through email notifications, webcasts, a speakers bureau, luncheons, one-on-one meetings and the Web sites of the four associations.

Under legislation passed by Congress—the Deficit Reduction Act of 2005—full-power television stations are required to turn off their analog signals on February 17, 2009, and continue broadcasting exclusively in the digital format.

Digital television enables TV stations to provide dramatically clearer pictures, better sound quality and more programming choices for viewers. For advertisers, it will mean additional targeting opportunities as stations add more niche programming, as well as commercials with improved picture and sound.

A letter announcing the initiative will be sent to all members of the four associations, signed by the four association presidents.

Contacts:

For AAAA: Kipp Cheng, 212-850-0720
For ANA: Lesley Weiner, 917-595-3034
For NAB: Shermaze Ingram, 202-429-5477
For TVB: Gary Belis, 212-486-1111