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ION Media Networks Launches Multiplatform Digital TV Education Initiative for Consumers

Posted on: Thursday, 15 November 2007, 12:00 CST

ION Media Networks, Inc. (AMEX:ION) today announced the launch of a sustained consumer education campaign designed to inform the public about the February 17, 2009 U.S. transition from analog to digital television (DTV). ION aims to provide clear, comprehensive informational resources to help consumers experience a smooth transition and enjoy all the benefits of what has been termed the "Broadcast DTV Triple Play" of improved reception, new and more varied programming streams and mobile television.

To get the word out on its DTV developments and benefits, ION's campaign, beginning November 19th, will specifically include:

Airing "DTV Action Spots" daily on each of ION's TV stations across the country and during all day parts, including primetime;

On-air alert crawls and regular banners emphasizing DTV messages in an informational and entertaining style;

An online consumer education Web page (www.ionline.tv/dtv) featuring:

DTV Action Spots, a DTV User Guide and printable one-sheets covering DTV Overview and DTV Transition Tips;

Informative videos highlighting consumer benefits of the digital transition, digital broadcasting and multicasting, as well as links to other sites of interest;

A 24/7 live countdown to the exact transition time.

"The 2009 DTV transition will introduce a broadcast television renaissance, giving consumers the highest picture quality, more free over-the-air choices and new places and devices for families to enjoy, manage and share their television experiences," said Brandon Burgess, CEO, ION Media Networks. "We enthusiastically embrace this digital broadcast revolution, and want to ensure that consumers can take maximum advantage of all three major lifestyle upgrades afforded by the DTV Triple Play."

ION's proactive DTV transition strategy includes three parallel initiatives:

Enhanced digital reception and picture quality on its flagship, ION Television Network;

Three innovative digital networks, each dedicated to different consumer needs and interests, including kids' education and information, active and responsible living, and family values;

Working with the broadcast industry to establish a unified mobile digital broadcast standard, allowing consumers to enjoy over-the-air television in more than 400-million, video-capable, mobile viewing locations, such as trains, buses, back seats of cars, laptops, handheld devices, etc.

In addition, working closely with the National Association of Broadcasters (NAB), ION executives and station managers are being made available to support the NAB's DTV Speakers Bureau to address local communities regarding the transition. ION is also actively collaborating with cable and satellite distribution partners, as well as its technology hardware partners, CES members, and trade representatives, to educate consumers about all digital choices available for the DTV transition.

The ION campaign is aimed at creating consumer awareness and excitement about the improvements in quality and choice afforded by digital television, which are critical to a successful digital transition in the U.S. in 2009, much as they have been in countries like the U.K. and Germany.

The era of traditional analog TV will come to an end on February 17, 2009 by order of the Federal Communications Commission. The latest broadcasting technology, digital television, is set to transform the medium to a more efficient and effective model. By transmitting the information used to make a TV picture and sound as "data bits," a digital broadcaster can carry more information than is currently possible with analog broadcast technology. In addition, DTV will free up valuable broadcast airwaves for public safety usage and expanded wireless services like mobile. Following the switch-off date, consumers with non-digital televisions will need a converter and specified antennae in order to receive television broadcasts.

About ION Media Networks

ION Media Networks, Inc. owns and operates the nation's largest broadcast television station group and ION Television, reaching over 94 million U.S. television households via its nationwide broadcast television, cable and satellite distribution systems. ION Television currently features popular TV series and movies from the award-winning libraries of Warner Bros., Sony Pictures Television and CBS Television, among others. ION Media has also partnered with RHI Entertainment, which owns over 4,000 hours of acclaimed television content, to provide weekend primetime programming consisting of exclusive original programming and quality library titles. Utilizing its digital multicasting capability, the company has launched several digital TV brands, including qubo, a television and multimedia network for children formed in partnership with several leading media and entertainment companies, and ION Life, a television and multimedia network dedicated to health and wellness for consumers and families. For more information, visit www.ionmedia.tv.

Source: Business Wire

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