Took them long enough to figure this one out!

[ugyvel]

Summary of Government Accounting Office Report issued yesterday:

<Policy Tweaks, Education Needed, GAO Finds
The already-lagging transition to all-digital TV signals is in danger of further delays caused by a lack of consumer awareness about digital products and services, a General Accounting Office report released Dec. 2 revealed.

Government could speed the transition by adopting policies and by conducting a consumer-awareness campaign, the report concluded.

The report found that 40 percent of consumers had never heard of the transition to digital TV, and fewer than one in five said they were "very aware" of the change. Additionally, many retail salespeople provide incorrect and inaccurate information about DTV, the report found.

The report underscored the importance of consumer awareness about the DTV transition, noting that a successful transition will require millions of consumers to buy digital-capable sets, many of which are more expensive than traditional models.

Rep. Edward Markey (D-Mass.), who commissioned the study, said he plans in the next few weeks to draft legislation adopting some of the GAO's recommendations and including "other initiatives" aimed at speeding the DTV transition.

"The potential combination of consumers who may be unaware of the DTV transition, interacting with retailers providing erroneous DTV information, is a consumer protection nightmare scenario," Markey said in a statement. "The FCC has a consumer protection responsibility in this area and should explore initiatives to address this concern. In addition, consumer electronics retailers must address inefficiencies identified by the GAO and I urge the industry to take corrective action--on an urgent basis."

The GAO recommended that the FCC explore options for making consumers more aware of their DTV options, in order to speed consumer adoption of DTVs. The FCC may choose to conduct its own campaign, or it may partner with affected industries, the report suggested.

Specifically, the report suggested that the FCC require television manufacturers to make all new TV sets capable of receiving digital cable services. The FCC has already required new TV sets to be capable of receiving digital over-the-air signals, but has not yet mandated that TV sets be able to read digital cable signals.

GAO also recommended that the agency should consider setting a firm deadline by which cable companies must switch from carrying broadcast station's analog signals to carrying their digital signals.

Markey said those two recommendations "merit particular attention."

Under the digital television plan, the Federal Communications Commission will reclaim analog broadcast spectrum, which will be used for other purposes including public safety, and replace it with more efficient digital airwaves. Broadcasters are expected to switch to all-digital broadcasts when 85 percent of Americans have TVs capable of receiving digital signals or by 2006, whichever is latest.

The FCC has taken steps to boost DTV among broadcasters, pay-TV providers, and equipment manufacturers, and the agency noted that it is already considering both of the GAO's major policy recommendations as part of ongoing proceedings. >>