Statement of Congressman John D. Dingell, Ranking Member
Committee on Energy and Commerce

SUBCOMMITTEE ON TELECOMMUNICATIONS
AND THE INTERNET HEARING ON
“PREPARING CONSUMERS FOR THE END OF THE DIGITAL TELEVISION TRANSITION”

March 10, 2005

Mr. Chairman, thank you for continuing this Subcommittee’s important work on the transition from analog to digital television. Few consumers know that this country is in the midst of a transition, and that without new equipment their over-the-air television sets will go dark. Today’s hearing is critical for this Subcommittee to understand exactly what must be done to properly prepare consumers for the transition ahead.

Consumers deserve a clear picture of how the digital television transition will affect them. Unfortunately, they are not receiving that today. With different display technologies, transmission formats, and connections, buying a television is not as simple as it once was. Yet, our constituents need simple answers for what they must do to continue to receive free over-the-air television.

To provide these answers, both government and the private sector must intensify their efforts in an unprecedented campaign to educate consumers. Each industry has a role to play.

As Chairman Barton experienced over the holiday season, consumers often receive confusing or ambiguous information when they go to a retail outlet to purchase a new television. Retailers must do better. When consumers walk into a store, the necessary equipment, including low-cost digital-to-analog converter boxes, must be stocked on the shelves. Consumers should see effective point-of-purchase displays that inform them of the transition and equipment functionality. Sales associates must accurately answer consumer questions. I am particularly interested in learning how retailers plan to market low-cost converter boxes. I would also like to know whether retailers are coordinating with broadcasters or others to publicize the transition in local communities.

Consumer electronics manufacturers have an equally important role in educating the public about their DTV products. It is critical that DTV equipment, including affordable digital-to-analog converter boxes, is available to retailers in sufficient volume. I am curious to know when manufacturers will produce and market low-cost converter boxes. I also would like to know what steps manufacturers are taking to label television sets and related equipment with information about the change that will occur. Consumers deserve accurate and appropriate information about the products they are buying.

The most crucial piece of any consumer education campaign will be the efforts of the broadcast industry itself. Broadcast television is one of the most powerful mediums available to reach consumers. Broadcasters should use it to inform their over-the-air audience about this transition. I expect to see local broadcasters do much more to inform consumers how to take part in the benefits of digital television.

Cable and satellite providers do not get a pass. They must provide accurate and appropriate information to guide their subscribers through this process, as well.

I am sympathetic to the predicament that, without a firm deadline, it is difficult to inform consumers when this transition will occur in their local market. We are all committed to a timely completion of the transition. A hard deadline may help achieve this goal. But a hard deadline must allow adequate time to properly educate consumers about the transition and ensure that they have access to affordable equipment. We simply cannot leave 21 million exclusively over-the-air television households without the means to obtain local news, weather, and other information that they depend upon each day.

Consumer adoption is the linchpin to a successful DTV transition. Until we reach all Americans with accurate information about the transition, we cannot declare success.

I thank the witnesses for appearing here today. I especially look forward to the testimony from AARP and the Hispanic Technology and Telecommunications Partnership on how particular segments of our society will be affected and what we all need to do to reach those audiences.

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(Contact: Jodi Seth, 202-225-3641)