Behind the Counter: Confusion Can Be Beautiful
There is plenty of debate surrounding how much money dealers can actually make from the DTV transition and whether doing things like signing up for the converter-box coupon program and promoting the cut-off date are worth the time.
Those are the wrong questions to be asking. Instead, independent retailers should be asking themselves how much do they stand to lose if they don’t position themselves as THE local experts on all things related to the cut-off date (Feb. 17, 2009) and invite consumers to come in with all of their questions.
We know there are still tons of questions and confusion about what the analog cut-off date means to consumers. Consumer Reports, for example, just released a survey that found 74 percent of respondents had huge misconceptions about the impact of the cut-off date, 36 percent living in a house with a TV are totally unaware of the cut-off, 58 percent believe all TVs need a converter box, 48 percent believe that only DTVs will work after the cut-off, and 24 percent believe they’ll have to throw out their analog sets.