U.S. consumers aware but confused over TV switchover

By Peter Kaplan

WASHINGTON (Reuters) - Americans are becoming more aware of next year's switch-over to digital TV, but many are still confused about how they will be affected, according to a pair of surveys released on Wednesday.

Dueling surveys conducted by U.S. broadcasters and a consumer advocacy group both concluded that most consumers are now aware that broadcasters will have to switch to digital signals from traditional analog ones on February 17, 2009.

However, one of the surveys, done by watchdog group Consumers Union, found that there also was still "major confusion" about how the transition will work.

"We agree that awareness is growing, but with it, confusion is also growing," said Consumers Union analyst Joel Kelsey said.

The two studies, released on the same day, are the latest salvos in a dispute over whether the government and broadcasters are doing enough to prepare viewers for the digital changeover.

"As (the broadcasters' survey) notes, the fact that more Americans are aware of the upcoming transition is a big step in the right direction," FCC Chairman Kevin Martin said in a statement.

"It is equally important, however, as highlighted by Consumers Union, that consumers understand how to be prepared," Martin said.

Congress ordered the switch to digital television to free up public airwaves for other uses, such as for police and fire departments. The switch will lead to improved picture and sound for TV viewers.

The transition is being closely watched because owners of analog televisions will not be able to watch television unless they subscribe to satellite or digital cable, replace their TV with a digital television by that date or get a converter box.

The federal government is subsidizing the cost of buying a digital-analog converter box by offering $40 discount coupons to anyone who owns an analog television. That program is being overseen by an arm of the Commerce Department called the National Telecommunications and Information Administration.

Broadcasters are waging a broad campaign to alert consumers about the approaching switch-over and have promised to air more than $327 million worth of television spots as part of the effort.

The president of the National Association of Broadcasters (NAB) on Wednesday characterized the results of its survey as positive.

"The first phase of our consumer education campaign has been highly successful, and our next phase will focus on helping consumers learn more about the steps they need to take ...," NAB President David Rehr said in a statement.

But Consumers Union listed a series of misconceptions that it said turned up in its survey. Of those people who are aware of the switch to digital broadcasting, it said 58 percent erroneously believe all TVs will need a digital converter box to function; 48 percent believe that only digital televisions will work after 2009; and 24 percent believe they will need to throw away all of their analog television sets.

Confusion about the transition "will cost consumers a lot of money for equipment they may not want or need," said Kelsey, of Consumers Union.

(Editing by Richard Chang)