Cable Ads Mark Switch to Digital TV

John Dunbar writes:

The cable television industry has launched a $200 million advertising campaign to assure customers they will still be able to watch their favorite programs after the transition to digital broadcasting.  ¶  The ad campaign includes four 30-second spots to be aired on both broadcast and cable networks. Ads began airing in the Washington, D.C., market this week.  ¶  The spots open with a graphic that reads: "By law TV stations will end analog broadcasts on February 17, 2009, and broadcast exclusively in digital." That's followed by cable customers assuring viewers that "every TV set you have that's hooked up to cable will work just fine." ...

Link:  Washington Post.  I'm trying to decide if this is good for broadcasters or not.  On the one hand, it will definitely raise viewer awareness about the transition.  On the other hand, any over-the-air viewers who move to cable because of this will be less reliant on broadcasters for their television than those who choose to stay with OTA.  And there's a potential of confusion between the cable messages and those from the upcoming NAB campaign.

Updated 7 September 2007:
Brooks Boliek has more on cable's campaign in The Hollywood Reporter.

Speaking of the NAB campaign, they've just announced the campaign will launch by the end of the month.  It appears that its timing was moved up in response to the cable effort.  See John Eggerton, NAB to Launch DTV-Education PSA Campaign This Month.  Link:  Broadcasting & Cable.  --Dennis

Comments

[Don Moore]

Remember that this ad campaign will comprise mostly "un-sold" inventory. It's not like CAB is going to have its members drop prime spots in its top shows. (Much like broadcasters airing PSA's late night.)

The Broadcasters missed the ship on the transition, after early 2009, they will only be one channel on Cable, Satellite or FIOS. One of many services people have to chose. With cable channels offering 24/7 HD Content, it's even possible that broadcasters share will drop even more when they compete on a level playing field.