Here's my perspective: during the DTV transition in 2009, I was part of the transition-education team at my local PBS station. Working with the local commercial stations, we produced PSAs, hosted several half-hour specials, did radio call-in shows and staffed a call-in hotline to help guide viewers through the transition.
The process of getting TV into one's home is no longer simple or intuitive as it was in the days of three-channels-and-rabbit-ears. The cable and satellite companies had no incentive to make the DTV conversion fully understandable for viewers, and they have even less incentive to make OTA DTV understandable during carriage disputes. No, we're not that stupid. Yes, our industry has made it that complicated.
Some viewers "got it" right away. Some understood the basic idea of OTA DTV, but needed some hand-holding when it came to selecting the right antennas and receivers for our local conditions. Some needed considerably more help; for us, that included home visits in some cases (funded with FCC assistance, out of spectrum auction revenues from channels 60-69) to help people get their TVs working.
The local stations do their best to get the word out, but we were able to use all the help we could get in 2009, and I'm sure the stations affected by carriage disputes can still use the help. The resources the FCC and the NAB made available to us in 2009 were extremely helpful, and I'm sure the affected stations this year appreciate the assistance as well.