Transition to Digital TV Might Not Happen So Fast
It goes to show you how troubled these times are that, even if most of us are addicted to the tube, nothing seems less important right now than making a nationwide transition to digital TV. It has long been scheduled for February 17. The economy is crashing, unemployment just edged above seven percent, Israel is bombing Gaza … who the hell cares about a stupid TV signal?
Well, looks like the government is starting to agree. A story in today’s New York Times says the Obama team is supporting the delay because the federal funding to help with the transition is “woefully inadequate” at a mere $1.3 billion. Even though bailouts are the new black, it’s not exactly the time to ask for more funding just so millions of Americans can continue to see syndicated reruns of “Friends.”
The drumbeat to push the transition off to another time has been building slowly over the course of the week. Broadcasting & Cable said on Wednesday that Rep. Ed Markey (D-Mass.), chairman of the House Telecommunications & Internet Subcommittee, was also interested in pushing off the date. The alarm bells went off for him over the funding issue when the National Telecommunications & Information Administration, which is running a coupon program to, in effect, bailout consumers with $40 toward the purchase of a converter box, ran out of money. People who didn’t get one before the funding dried up have been put on a waiting list. They’ll receive coupons when and if unusued ones expire. That doesn’t have the makings of a smooth transition, does it?
It should be obvious that a swtich to digital right now, under this set of circumstances, would be a mistake. The transition seems a burden for some consumers, with little tangible benefit. Can it, guys.
Catharine P. Taylor has been covering digital media and advertising for almost 15 years and is a frequent speaker at conferences about media and advertising. She posts daily to BNET Media, writes the weekly Social Media Insider column for Mediapost and also has her own advertising blog, Adverganza.com. Follow her on Twitter or subscribe to the BNET Media Twitter feed.
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