Jul
27
Digital Television: Silver Meltdown
Filed Under Marketing | Author: Gerald Smith |
Have you noticed the number of ads reminding us that come February 17th, 2009 you will no longer be able to view television? The ads have been startling to some that do not understand fully what it all means. Even I am confused by the language of the ads I’ve viewed on the transition.
Neilson says approximately 17 million households receive their TV signals off-air. The FCC has allocated $40 subsidies for over 33 million households to purchase set-top converter boxes.
Unfortunately the highest segment of TV viewership will be affected the most. AARP reports ’silver’ Americans over the age of 50 watch an average of 5.5 hours of Television everyday. This is also the segment most represented in those receiving their only signals off-air.
Should we be concerned? You better believe it. The silver demographic represents the majority of those targeted by these ads. What we don’t know is how consumer purchases might be affected should this demographic suddenly go off-line. No TV signal means No Viewers. No Viewers means No Advertising. No Advertising means No TV. Get the idea? It’s a vicious cycle, but one that has been working successfully for a half century.
(NOTE: Viewers can register online or call 888-DTV-2009 for FCC DTV subsidy coupons.)
Comments
Leave a Reply