PAUL CRONIN

In just about one year, the long-anticipated "digital TV

transition" will take place. Recently there have been many stories in the media

about what this federally mandated mega-event means for the average TV viewer.

Unfortunately, this mass media hype is generating mass confusion as well.  

The "digital TV transition" refers to the time period

during which local broadcasters must make the switch from analog to digital

broadcasting. Congress passed legislation to ensure this transition is made by

Feb. 17, 2009, after which broadcasters must begin broadcasting in digital

format only. This dramatic change in the way TV stations send out signals is

designed by the government to free up analog spectrum for public safety,

wireless communications and other uses. The transition also promises consumers

sharper broadcast pictures, more high definition TV channels and will allow

broadcasters to air more channels.

What does this all mean for the average TV viewer? On Feb.

17, 2009, owners of analog television sets (think rabbit-ear antennas) may no

longer be able to receive local over-the-air television broadcast stations

(CBS, NBC, FOX and ABC). Those consumers will have three options: (1) subscribe

to cable or satellite service; (2) purchase a new digital TV set; or (3)

purchase a box that converts the over-the-air digital signals of local

broadcasters into analog signals. Congress has subsidized $40 coupons that can

be used toward the purchase of digital-to-analog converter boxes. These coupons

can be used toward the purchase of over-the-air converter boxes at qualified

retailers. For more information on the coupon program, consumers can visit

www.dtvtransition.org.  

There is lots of information in the market that is alarming

consumers into thinking they need to purchase brand new TVs to make the

transition. For cable customers with TVs currently hooked up to cable by way of

a receiver or directly to the back of a TV, this is simply not the case. Cox

and many other cable providers have the technology in place to take care of the

transition. After Feb. 18, 2009, Cox will take the broadcasters' digital

signals, convert them to analog and send them down the cable to the TV set,

just as we do today.

We also know that many secondary sets in bedrooms,

basements and kitchens are not connected to cable. The good news is many TVs

manufactured since 2004 have a built-in digital tuner that can receive digital

over-the-air broadcasts. The official documentation included with the TV is the

best way to determine if it includes a built-in digital tuner. Many

manufacturers also publish TV set specifications on their Web sites. However,

if a TV is currently hooked up to rabbit ears, chances are it will need special

care to get through the transition.  

Over the next year, consumers should expect to see a lot

more information around the digital transition and what it means, particularly

as the TV industry's consumer education efforts intensify. In the meantime, Cox

is not waiting for television's digital revolution — we're already there.

Paul Cronin is senior vice president and general manager

for Cox Communications' New England

operations.