Stations Need To Boost DTV Ed Scores

[Commentary] According to the latest National Association of Broadcasters survey, 90 percent of U.S. households are "aware that broadcast television signals and programming will switch to a digital format on Feb 17, 2009." The NAB's press release calls that "near-universal awareness." But even if viewer awareness swells to 95 percent by February 2009, that still leaves 5 percent of viewers. Now from this clueless remainder, let's subtract a generous 85 percent to cover those connected to cable or satellite service. That still leaves 3/4 of 1 percent of broadcast TV's audience with no signal. In the 200th market, that translates to roughly 350 households with no picture. In the 100th market, over 2,200 households will go dark. In market number 10, over 15,000 households will lose their signal. And each of those households equals at least one angry phone call. And those folks may be the least of broadcasters' problems. Awareness, after all, is just the first step towards understanding. Altogether, that "tiny" fraction of the audience could devour 100 percent of your staff time for weeks and weeks. The public relations migraine will last even longer, as broadcasters take a predictable pounding at the hands of opportunistic members of Congress -- egged on by critical cable and satellite ads. Wouldn't it be better to minimize this abuse and even make some money doing it?