ION Media Networks Launches Multiplatform Digital TV Initiative

WEST PALM BEACH, November
16: ION Media Networks will launch a multiplatform consumer education campaign
aimed at informing the public about the transition from analog to digital
television (DTV) in the U.S. on February 17, 2009.

Traditional analog TV will
come to an end in the U.S. on February 17, 2009 by order of the Federal
Communications Commission. Following the switch-off date, consumers with
non-digital televisions will need a digital-to-analogue converter in order to
receive television broadcasts.

Beginning Monday, November
19, ION hopes to educate consumers on “Broadcast DTV Triple Play” benefits,
including enhanced picture quality, more diverse free over-the-air choices and
the prospect of mobile capabilities. To spread the word on DTV developments and
benefits, ION’s campaign will include airing “DTV Action Spots” daily on each
of ION’s TV stations across the country and during all day parts, including
primetime, as well as on-air alert crawls and regular banners emphasizing DTV
messages in an informational and entertaining style.

There will also be a
dedicated online consumer education Web page featuring DTV Action Spots, a DTV
user guide and printable one-sheets covering an overview of DTV and DTV
transition tips. Also available on the site are videos highlighting consumer
benefits of the digital transition, digital broadcasting and multicasting, as
well as links to other sites. Finally, there will be a 24/7 live countdown to
the exact transition time.

ION’s DTV transition
strategy also includes three parallel initiatives. The first is enhanced
digital reception and picture quality on its flagship ION Television Network.
The second initiative is three digital networks, each dedicated to different
consumer needs and interests, including kids’ education and information, active
and responsible living and family values. The third is 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 and handheld devices.

Additionally, in
conjunction with the National Association of Broadcasters (NAB), ION executives
and station managers will be 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, Consumer Electronics Show (CES) members and trade
representatives, to educate consumers about all digital choices available for
the DTV transition.

“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, the CEO of 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.”

—By Irene Lew