• by Wayne Friedman , March 13, 2008

Nervous federal agencies and lobbyists have upped their efforts to get digital converters into analog TV homes. Now the National Association of Broadcasters (NAB) recommends those boxes be sold in grocery stores.

In a letter sent by NAB President/CEO David K. Rehr to Meredith Attwell Baker, acting assistant secretary for communications and information at the National Telecommunications and Information Administration, he said grocery stores are crucial for distribution of the boxes, which supply easy access for TV consumers--especially in rural areas where analogs TV sets are plentiful.

He worried that larger consumer electronic retailers might not have locations in rural areas.

"Particularly in rural areas, we need to make certain that stores convenient to all households will be able to participate in the converter box coupon program," he wrote. "In areas where there might not be a large consumer electronics outlet, there will certainly be grocery stores."

Currently under NTIA's rules and procedures, only those retail stores with at least a year's experience in consumer electronics retailing can sell the digital converter boxes. The NTIA instituted these procedures to avoid possible waste, fraud and abuse by non-accredited retailers.

DTV converter boxes will enable consumers to continue receiving over-the-air TV signals on their analog television receivers after full-power television stations cease analog broadcasts on Feb. 17, 2009.

This week, the Federal Communications Commission approved rules requiring that stations increase their on-air marketing efforts to let consumers know about the digital changes coming next year.

The FCC's plan would require broadcasters to air at least four 30-second public service announcements about the transition each day, increasing to as many as 12 per day as the Feb. 17, 2009 date nears. In addition, local cable operators must alert consumers about the change through monthly bill announcements.