• July 29, 2008

Broadcasters and advertisers have joined forces to prepare the advertising community for the Feb. 17 transition to digital television (DTV), forming a coalition and unveiling a new initiative: "The DTV Transition: Keeping the Ad Community in the Loop."

The newly formed coalition, which includes the American Association of Advertising Agencies, the Association of National Advertisers, the National Association of Broadcasters and the Television Bureau of Advertising, will work to ensure that advertisers, as well as viewers, enjoy a smooth transition to DTV.

The coalition will keep the advertising community informed of the implications of the changeover from analog to digital-only television broadcasts in an effort to identify and address any concerns or issues specific to the ad industry. The coalition will communicate with the advertising community through email notifications, webcasts, a speakers bureau, luncheons, one-on-one meetings and the Web sites of the four associations.--Nina M. Lentini