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Television

Cable Industry Leaders Launch National Education Initiative for Consumers Leading Up to Government's Digital Transition

Nov 17, 2008

Philadelphia, PA.

As America begins the 90-day countdown to when the federal government switches analog broadcast television to digital, many consumers still need to get ready for the change. Surveys show multicultural consumers are affected in significant numbers.*  Comcast, together with Time Warner and Charter Communications, is leading an effort to launch a public service announcement (PSA) campaign featuring twenty-one leaders from the Congressional Asian Pacific American Caucus, Congressional Black Caucus and Congressional Hispanic Caucus.  The PSAs will air across the nation through February 17, 2009 to educate consumers about the transition and encourage them to take action.

According to a recent Nielsen Media Research study*, multicultural audiences, including Hispanics and African Americans, are the most unprepared for the upcoming digital transition. In the PSAs, diverse members of Congress explain the actions consumers need to take to get ready for the transition if they are over-the-air analog television users.  The PSAs also inform cable and satellite subscribers that they will not be affected and do not need to take action.

"This campaign underscores the industry's long-standing commitment to educating consumers about the transition and to providing the information they need to make the decision that works best for them," said David L. Cohen, Executive Vice President, Comcast Corporation.  "This unique PSA campaign lets Senate and Congressional leaders talk directly to their constituents about how to prepare for the transition."  

The congressional leaders participating in the PSAs include: Sen. Robert Menendez (D-NJ),  Rep. Joe Baca (D-CA-43rd ), Rep. Xavier Becerra (D-CA-31st), Rep. Donna Edwards (D-MD-4th), Rep. Ruben E. Hinojosa (D-TX-15th), Rep. Michael M. Honda (D-CA-15th), Rep. Ileana Ros-Lehtinen (R-FL-18th), Rep. Gwen Moore (D-WI-4th), Rep. Gregory Meeks (D-NY-6th), Rep. Grace Napolitano (D-CA-38th), Rep. Silvestre Reyes (D-TX-16th), Rep. Lucille Roybal-Allard (D-CA-34th), Rep. John T. Salazar (D-CO-3rd), Rep. Linda T. Sanchez (D-CA-39th), Rep. Loretta Sanchez (D-CA-47th), Rep. Bobby Scott (D-VA-3rd), Rep. David Scott (D-GA-13th), Rep. Hilda L. Solis (D-CA-32nd), Rep. Ciro Rodriguez (D-TX-23rd), Rep. Charles A. Gonzalez (D-TX-20th) and Rep. Donna Christensen (D-VI).

In addition to running the PSAs, Comcast has spent the past year helping consumers get through the transition with a number of educational initiatives including: 

  • a dedicated website, www.comcast.com/dtv, with an interactive tool that provides a personalized action plan based on specific needs of the consumer;  

  • educational partnerships with local governments, local broadcasters and third-party organizations;

  • a comprehensive educational advertising initiative that has aired almost 6 million TV messages on the digital broadcast transition; and

  • 24/7 access to multi-lingual customer service representatives

For more information on what the cable industry is doing to help consumers take action, go to the National Cable & Telecommunications Association's website: www.ncta.com. 

About Comcast Corporation

Comcast Corporation (Nasdaq: CMCSA, CMCSK) (www.comcast.com) is the nation's leading provider of entertainment, information and communication products and services. With 24.4 million cable customers, 14.7 million high-speed Internet customers, and 6.1 million Comcast Digital Voice customers, Comcast is principally involved in the development, management and operation of broadband cable systems and in the delivery of programming content. 

Comcast's content networks and investments include E! Entertainment Television, Style Network, Golf Channel, VERSUS, G4, PBS KIDS Sprout, TV One, ten Comcast SportsNet networks and Comcast Interactive Media, which develops and operates Comcast's Internet businesses, including Comcast.net (www.comcast.net). Comcast also has a majority ownership in Comcast-Spectacor, whose major holdings include the Philadelphia Flyers NHL hockey team, the Philadelphia 76ers NBA basketball team and two large multipurpose arenas in Philadelphia. 

*Editor's note:  A copy of the Nielsen study can be found via the following link:

http://nielsen.com/media/2008/pr_081015.html