Traditional, over-the-air TV broadcasters are pretty screwed. Time and technology are rapidly shooting past and only now are they collectively looking for ways to recapture a lost audience. Only now are they, as a majority and as part of a coordinated effort, actively promoting the DTV transition, by way of shutting off the analog transmitters under the government’s plan, that is scheduled to occur February 17th, 2009.

Ashamedly, even though they have had digital transmitters operational for several years because of the government digital transition mandate, most broadcasters have flat out refused to promote that fact to their viewers outside of the addition of the new call letters on an hourly legal ID. Many broadcasters were hoping for and using the NAB to lobby for yet another delay in the analog shutoff.
In much the same way the Emperor felt superior in his new clothes, broadcasters felt secure in their lobbying arm, the NAB, and their sizable ad revenue which they wore like a protective cloak of invulnerability. If it were not for the SHVIA act, retransmission consent, must-carry and syndicated exclusivity laws that essentially force local market broadcasters onto a regional cable head-end’s television set, it is extremely likely that television broadcasters would now be a much leaner business - as radio has become. As it stands, even these legal protections are unable to completely stem the hemorrhaging of viewers to alternative entertainment outlets. Continue reading ‘TV Broadcasters struggle to remain relevant. Probably too little, too late.’