June 12 is the current date for digital transition and despite the granted delay from February, 3.6 M homes are still not prepared. Coupons are going out, stores are stocked with digital converters, cable operators are broadcasting ads with offers to cheaply switch to cable to not lose TV signals. But despite all the news and offers, a number of homes will still go dark. The news from Nielsen does show homes switching over. "Nielsen said that Albuquerque-Santa Fe remains the least ready market at 9.13%, while the most prepared is Hartford-New Haven, where "everybody" is ready. Nielsen's survey numbers are based on field staffers in 35,000-plus sample homes -- all of its metered households." The NAB remains critical of the research. According to David Rehr, NAB President, these numbers are overstated.
Should there be another digital delay; I doubt it. Some people just like to wait till the last minute; hello tax filers! At some point you just got to pull the trigger and June 12 will be that date.
The most likely groups that will be hurt are the elderly and poor. Technological change is never easy and while the government coupons help, connecting the converters and resetting the antenna to find the digital signals remain issues for this group. Will cable come up with a marketing program to provide low cost, white glove service to this group; it could just be a great public relations opportunity!
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