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In a session on Digital Broadcasting at the 2008 Canadian Association of Broadcasters (CAB) Convention in Ottawa, NBC executive Glenn Reitmeier, offered suggestions for Canada's digital conversion.
Reitmeier says that competition needs to be put aside, and a viewer campaign needs to be co-ordinated locally. He explains, " 'this is an industry transition. Co-ordination with other stations in your market is crucial.' " In some U.S. markets, TV stations have teamed up to create commercials explaining the transition that air on all the stations. Reitmeier suggests using every means possible and forming partnerships with community groups, such as church organizations and firefighters, to get the word out.
When asked how U.S. TV broadcasters felt about the expense of going digital, Reitmeier said, " 'It's the cost of staying in business.' "
Although U.S. broadcasters were reluctant to switch to digital, their excitement about the potential payoff in mobile and handheld TV is " 'overwhelming,' " Reitmeier points out. It could take a long time, however, before a standard is developed for mobile TV that is backwards compatible with today's devices.
Source: Cartt, 11/03/2008
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