More Training and Advertising Needed For DTV Transition
The early DTV Conversion Test in Wilmington, North Carolina this past September which required consumers in that area to convert their analog televisions earlier than the scheduled dtv transition, proved to be successful, but also showed where some areas of improvement could be made.
As a result, Time Warner Cable and the Federal Communications Commission have determined that more training and advertising is needed for the upcoming transition to digital television on February 17, 2009. Following the testing in Wilmington, their offices were flooded with calls from consumers who were not ready despite heavy advertising. Insight Communications will be hitting mailboxes heavily of consumers with information regarding the transitions, thanks to demographics provided by CTAM and Prism.
Kim Cannon of Time Warner said “You can’t over communicate the message of the digital television transition”. In addition to television advertising, local events and other avenues of advertising; Cannon recommends utilizing fairs and festivals to reach consumers that may not be aware of the upcoming conversion. She also mentions that during a mystery call campaign to consumers, that customer service representatives were under trained for the questions they would be receiving. Cannon recommends better training for CSR in order to better educate consumers regarding any questions they may have.
Both Insight Communications and Time Warner Cable are using this opportunity in advertising about the Digital Conversion to offer an alternative to consumers. Instead of purchasing a converter box for each television, consumers are being asked to consider subscribing to a service at a discounted rate. These aren’t the only companies offering discounted packages to new customers. Many cable and satellite providers are offering great deals to consumers, as opposed to installing digital antennas and converter boxes. Taking the easy way out, consumers may not realize just how much a subscription is going to cost them over the long run compared to getting a new box with the government coupon program being offered. Many consumers feel they don’t have a choice, as they don’t have anyone to help them set up the converter box or digital antenna.
-Written by acwriter
Reference: http://www.multichannel.com/article/CA6612892.html
Related Articles
Comments
Leave a Reply
