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Houston, DFW least-prepared for digital TV

azumanga said:
According to a Nielsen study, Houston and Dallas-Fort Worth are at the top of the list among television markets that are the least-prepared for the 2009 analog sunset. Austin has also made the least-prepared list -- at #8.
Click to expand...

Looking over that list, I notice that the "most prepared" markets tend to be ones with low levels of OTA viewing (high cable and/or satellite penetration) and the "least prepared" markets are the ones with higher levels of OTA viewing.

No great surprise there, since it is only OTA viewers who have to make any sort of effort to prepare for the digital transition.
 
Also note that the most UNPREPARED city on the list has just 15% not ready for the switch.
I would argue that having 85% of your audience prepared three months out is still doing pretty good.

The list only covers metered markets, too. I imagine some smaller sprawling or elongated markets would be much higher on the list.
 
TexasTom said:
Looking over that list, I notice that the "most prepared" markets tend to be ones with low levels of OTA viewing (high cable and/or satellite penetration) and the "least prepared" markets are the ones with higher levels of OTA viewing.

No great surprise there, since it is only OTA viewers who have to make any sort of effort to prepare for the digital transition.
Click to expand...

Brilliant observation.
 
I'd also note that Dallas and Houston have a large percentage of non-english speaking households. I'm not sure how well the message has been communicated to that particular segment of the community.
 
I agree. All of Houston's main channels, 2,8,11,13,14,20,26,39,51 & 55 appear to be ready.
 
Spanish TV has actually been doing a great job of getting the word out. In addition to the spot announcements and news segments, I've seen them do fairs inviting viewers to come and learn how it's done. They also run spots about DTV on co-owned radio stations. The LPTVs are also teaching viewers about ''analog passthrough'' since they're not switching with the big boys in February. Full power Spanish TV is ready for digital. What they don't have is HDTV. The networks haven't moved that far yet.
 
Thats one thing I give to the latin broadcasters, they have been on the ball earlier and longer than anyone else concerning the digital switchover. English-language stations were late to the game as a whole and will be the real problem if there are any FUBARS concerning the switchover in feb.
 
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