100-Day DTV Countdown begins

Beginning on Monday, Nov. 10, all stations electing Option 2 of the FCC's DTV Transition consumer education rules must begin a 100-Day Countdown to the transition.

During this period, each station must air at least one of the following per day:

1. Graphic Display
   A graphic super-imposed during programming content that reminds viewers graphically that there are "___ number of days" until the DTV transition. The numeric value in the graphic must decrease on each consecutive day. Viewers are to be visually instructed to call a toll-free number and/or visit a website for details. The length of the announcements will vary from 5 to 15 seconds, at the discretion of the station.
2. Animated Graphic
   A moving or animated graphic that ends up as a countdown reminder. It must remind viewers that there are "___ number of days" until the full-power transition. Viewers are to be visually instructed to call a toll-free number and/or visit a website for details. The length of the announcements will vary from 5 to 15 seconds, at the discretion of the station.
3. Graphic and Audio Display
   Option A or Option B, discussed immediately above, with an added audio component. The length of the announcements will vary from 5 to 15 seconds, at the discretion of the station.
4. Longer Form Reminders
   Stations can choose from a variety of longer form options to communicate the countdown message. Examples might include airing an "Ask the Expert" segment where viewers can call in to a phone bank and ask knowledgeable people their questions about the transition, or including during newscasts DTV "experts" who are asked questions by the anchor or reporter about the impending February 17, 2009 deadline. The length of these segments will vary from 2 to 5 minutes, at the station's discretion.

When filing their last two DTV Consumer Education Quarterly Activity Reports on FCC Form 388, Option 2 stations will be required to identify the specific types and quantities of countdown announcements that aired over the course of that quarter.

The NAB, through the www.DTVANSWERS.com website, is offering a series of fully-produced spots, animated graphics, and a 30-minute educational program (in English).

Those productions also were delivered via satellite feed on Nov. 5, and TAB alerted stations to that feed on Nov. 4.

TAB will alert all stations if a re-feed is scheduled.