Digital delay a relief to TV networks
NEW YORK (AP) -- The big broadcast networks, already suffering from
terrible ratings, will catch a break if the planned transition to
digital signals is put off until June.
Pushed by the Obama administration, the Senate approved the delay
and the House is expected to follow suit. Instead of Feb. 17, the
deadline will be June 12.
That means the transition -- expected to leave millions of
households at least temporarily without TV pictures -- will take place
after the TV season is over. With warmer weather and more reruns, fewer
people are watching ABC, CBS, NBC and Fox in June than in February,
anyway.
There's also the expectation that more homes will be ready to
receive the digital signals by then. The latest estimate by Nielsen
Media Research is that 6.5 million American homes still aren't prepared
for the switch.
"June is a much softer landing for both the networks and the viewers," one network executive said Tuesday.
While still trying to get viewers ready for the switch, the TV
industry was preparing for the expected fallout. The traditional
February "sweeps," when ratings are used to set local advertising
prices, was put back to March. Networks made programming changes.
CBS and ABC, for example, scheduled more reruns than usual for late
February to keep fresh episodes of series available for March. CBS made
sure that its big events for February (the Grammys and starts of new
"Survivor" and "The Amazing Race" seasons) happened before Feb. 17.
PBS made certain to schedule its high-profile series "We Shall
Remain" in April to keep it away from the transition deadline.
Univision rescheduled its popular music awards show, "Premio lo
Nuestro," for March instead of February.
The Feb. 17 date was chosen in part because the National Football
League applied pressure to make sure the switch was after the Super
Bowl, said Shari Anne Brill, senior vice president for the Carat media
buying agency. ABC had hoped to put off the Oscars, scheduled for Feb.
22, to March, she said.
The digital transition would have been another blow for networks
still trying to recover from the effects of last year's writers strike.
Viewership is down at disturbing rates: 11 percent for ABC, 12 percent
for NBC and 14 percent for Fox. Only CBS, with its strong dramas and
new hit "The Mentalist," is up over last year (1 percent).
A Feb. 17 switch would have only worsened those numbers. An
estimated 13 percent of viewers for the English-language broadcast
networks get analog signals, Nielsen said. Many who are making the
digital switch are doing it by ordering cable and satellite -- giving
them many more networks to watch as an alternative to ABC, CBS, NBC and
Fox.
The change is expected to be particularly hard on Spanish-language
networks, since a larger percentage of their audience gets over-the-air
broadcast signals. The three local markets with populations
least-prepared for the shift -- Albuquerque, Dallas and Houston -- have
a large number of Spanish-speaking households.
The Spanish-language networks such as Univision have spent a great
deal of money advertising the Feb. 17 cutoff to prepare its audience.
It means the delay, while welcome in some respects, could cause more
confusion.
A delay will also be expensive for many network affiliates, some of
which will have extra power costs or have to make new arrangements to
keep the analog signals working. PBS estimates that a delay to June 12
will cost its local stations $22 million.
The federal legislation allows local affiliates the flexibility to
make the switch earlier than June if they want to. That flexibility
helped the networks support the delay, along with a desire not to
alienate a new administration, which had pushed for it.
Given that a new TV antenna is one way to help many homes continue
to receive a signal without signing up for cable, there's another good
reason for the delay, said Dennis Wharton, a spokesman for the National
Association of Broadcasters.
"It's a lot easier to put an antenna on your roof in June than it is in February," he said.
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