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The Nation Just Went Digitalby Lesley R. Chinn

With so many choices, entertainmentin is no longer restricted toradio and television.

Programs are now available on theInternet, cell phones, iPods, and other mobile devices. Nearly 20years ago, there were only threemajor networks: ABC, NBC, andCBS. The Cosby Show, wasAmericas top-rated show on NBC,which registered 30 million viewers,according to a Black Enterprisereport. There was also FOX, just astart-up network at the time. A fullfledgednetwork today, FOX carriesthe top-rated reality show,American Idol, which garners 18million viewers. What a difference20 years makes, but both in terms ofprogramming and in terms of technology.

As choices for entertainment continueto grow, so does the cost tosupport the technology. In African-American households for instancefrom July to September, a Nielsenreport found that the top 10 primetimeprograms include CSI: Miamiand CSI: NY, which both air onCBS. As for cable television, theHouse of Payne on TBS and WWEEntertainment are top-rated programsthat air on the USA networkduring that same time period.Clearly, African-Americans are tuningin, but come February, will millionsof African-American householdsbe ready for primetime?

A new development affecting televisionviewer ship will be the transitionfrom analog to digital television.Although the Nielsen reportfound that African-Americans spend45 hours and 22 minutes per weekwatching television, more than 16.3percent of the African-Americanviewers, are completely unpreparedfor the transition. Anyone using ananalog television with a rooftopantenna or with rabbit ears will findthat their TVs will not work afterFebruary 17, 2009. Viewers willhave three options in order to keeptheir sets functioning. They includebuying a certified converter box thatwill plug into analog television sets;purchasing a TV with a digital tuneror buying cable, satellite, or payingfor any other service.

Digital broadcasting provides aclearer picture and more channelsfor all television viewers. In addition,the transition will free up airwavesfor use by emergency responders,stated Ronald Langston, theNational Director of the MinorityBusiness Development Agency(MBDA), which is part of theDepartment of Commerce.

The Department of Commerce iscurrently promoting the TVConverter Box Coupon Programand is targeting its advertisingtowards minority viewers. Operatedby the U.S. Department ofCommerces NationalTelecommunications andInformation Administration (NTIA),up to two $40 coupons can be usedto help defray the cost of certifiedTV converter boxes. The couponscan be mailed to households thatrequest them.

We urge consumers, especiallythose that rely on free, over-the-airtelevision using antennas, to applyfor the coupons, buy a converterbox, and try the box with their televisionsnow and to complete allthese steps before the end of theyear. This will minimize the chancesof losing television reception whenfull-power broadcasters switch todigital, Langston said. If in factBlack households do not get themessage [about the digital conversion],after February, they will runthe risk of having no television towatch at all, said Anne Elliot, aNielsen spokesman.

At least 13.7 million householdshave requested more than 25.8 millioncoupons. There are 33.5 millioncoupons available for distribution,according to the TV Converter BoxCoupon Program, operated by theU.S. Department of CommercesNTIA. The boxes are expected tocost between $40 and $70. For moreinformation, visitwww.DTV2009.gov for details.

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