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As Americans prepare for the shift to digital television, Nielsen has been at the forefront of tracking the public’s readiness for the change. As the February 17 transition approaches, new attention has been focused on the sizeable number of people, particularly from minority communities, who have not yet taken action to prepare and may lose their signals.
Two Nielsen executives, Susan Whiting, Vice Chairman of the company, and Anne Elliot, a Vice President, spoke with the Los Angeles Times and the Chicago Tribune, respectively, about the preparedness of some communities and audiences.
LA Times ~ 01/16/09: Few organizations have more influence over television broadcasting than the Nielsen Co., whose panels of viewers supply the ratings that help determine what advertisers pay for their commercial slots. Now, Nielsen is helping shape the debate over TV technology — in particular, the transition to digital. Using knowledge gained from its panels, the company has tracked how well prepared viewers are for the mid-February cut-off of analog channels. – full story
This mandatory switch is a genuine hardship for a lot of people who, for whatever reason, do not subscribe to a satellite or cable provider. Those people don’t know what they are missing, of course, when all they can get on their TVs are the drive-by networks. For people on fixed incomes, especially the older population with just Social Security, meeting increased costs for everything – including necessities like food and water – this “conversion” is an unnecessary downer. And for some it’s their only recreation.
We are on the fringe area. Our antenna will not pick up the weaker hd stations. we could pick up about 10 stations analog only 4 or 5 hd. our 2 tvs are both new. So now we got dish and it’s costing us over 40 dollars a month for over a hundred channels that we don’t want. And we can’t get the Topeka stations we watched the most.
Norman Elliss
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