DTV Transition Needs Education
On February 17, 2009, we face one of the biggest technology and communication transitions of a generation—the shutoff of analog TV broadcasts. There are still many people who have questions and you’re the people who are going to have to answer them. Last month, Dealerscope conducted it’s first informational webinar on the DTV transition. It was an incredible success with hundreds of dealers logging in to listen to the panelists’ insights and to pose questions of their own.
What stuck out most to me during the webinar was the amount of basic information that dealers still require. Issues surrounding the FCC-mandated analog tuner labels, the digital-to-analog converter box programs, and old TV recycling options were high priorities among our webinar participants. These next 500-plus days until the end of analog broadcasts will be critical to our industry. We have millions of consumers who will be affected, and most of them don’t even know it. We have millions who won’t be affected but still worry about it and, even more important, we have millions who will be driven to your stores to find out if they’re affected at all.
This creates a tremendous opportunity, but DTV is just the starting point. Beyond the entry-level, no-margin flat panels that have everyone excited, there’s an assortment of step-up products, accessories (and let’s not forget audio) and services that can mean bucks for your business. The key to getting that business is going to be your ability to win the consumers’ confidence. You can only do that through good, reliable and up-to-date information. We hope you turn to us for that. Check out our daily newsletter Dealerscope Today and look to www.dealerscope.com for more special features, updates, and more great webinars.