Some networks that are worried about losing audiences--at least temporarily--may take heart from the declining numbers, but there still may be considerable concern at Univision, Telemundo and other Spanish-language broadcasters.
Figures show that some 12.4% of Hispanic homes are not ready for the February 2009 switchover--although that number is down from 14.4% in May. The decline is almost exactly at the same pace of all U.S. homes.
Overall, the figures suggest that marketing initiatives that alert people without a pay TV service (cable, satellite, FiOS or AT&T U-verse) that they need to take action may be having some effect. Homes that currently receive only over-the-air analog reception will need to upgrade to a pay service, buy a TV with a digital tuner, or purchase a converter box in order to maintain reception after Feb. 17.
The cable industry has launched a major campaign, hoping that people will opt to sign up for its services. And the FCC even sponsored a car in the NASCAR series with an awareness message.