Broadcasters and advertisers have joined forces to prepare the advertising community for the February 17, 2009 transition to digital television (DTV), forming a coalition and unveiling a new initiative: “The DTV Transition: Keeping the Ad Community in the Loop.”

The newly formed coalition, which includes the American Association of Advertising Agencies (AAAA), the Association of National Advertisers (ANA), the National Association of Broadcasters (NAB) and the Television Bureau of Advertising, will work to ensure advertisers, as well as viewers, enjoy a smooth transition to DTV.

The coalition will keep the advertising community informed of the implications of the changeover from analog to digital-only television broadcasts in an effort to identify and address any concerns or issues specific to the ad industry. The coalition will communicate with the advertising community through email notifications, webcasts, a speakers bureau, luncheons, one-on-one meetings and the Web sites of the four associations. 

Under legislation passed by Congress—the Deficit Reduction Act of 2005—full-power television stations are required to turn off their analog signals on February 17, 2009, and continue broadcasting exclusively in the digital format.

Digital television enables TV stations to provide dramatically clearer pictures, better sound quality and more programming choices for viewers. For advertisers, it will mean additional targeting opportunities as stations add more niche programming, as well as commercials with improved picture and sound.

A letter announcing the initiative will be sent to all members of the four associations, signed by the four association presidents.

Contacts:
For AAAA: Kipp Cheng, 212-850-0720
For ANA: Lesley Weiner,  917-595-3034
For NAB: Shermaze Ingram, 202-429-5477
For TVB: Gary Belis, 212-486-1111

About the AAAA
The American Association of Advertising Agencies is the national trade association of the advertising agency business. The 1,175 member agency offices it serves in the U.S. employ 65,000 people, offer a wide range of marketing communications services, and place 80 percent of all national advertising. The management-oriented association helps its members build their businesses, and acts as the industry’s spokesman with government, media, and the public sector. For more information visit our Web site at www.aaaa.org.

About the ANA
The ANA’s mission is to provide indispensable leadership that drives marketing communications, media and brand management excellence and champions, promotes and defends industry interests. The ANA is the industry’s foremost and recognized source of marketing communications best practices. It also leads industry initiatives, influences industry practices, manages industry affairs, and advances, promotes and protects all advertisers and marketers. The trade association represents 400 companies with 8,000 brands that collectively spend over $100 billion in marketing communications and advertising.  Visit us at www.ana.net.

About the NAB
The National Association of Broadcasters is the premier advocacy association for America’s broadcasters. As the voice of more than 8,300 radio and television stations, NAB advances their interests in legislative, regulatory and public affairs. Through advocacy, education and innovation, NAB enables broadcasters to best serve their communities, strengthen their businesses and seize new opportunities in the digital age. Learn more at www.nab.org.

About TVB
The not-for-profit Television Bureau of Advertising is the trade association of local television broadcasters that promotes the benefits of local broadcast television platforms to the advertising community. Its members include television broadcast groups, advertising sales reps, and more than 600 individual television stations.  For more information about TVB, visit www.tvb.org.