MAB DTV Transition Plan Goes Extra Mile to Serve At-Risk Viewers
With the transition to digital television broadcasting a little more than a year away, broadcasters are working to make sure that all viewers are aware of the change and ready for the switch.
But while most attention has been paid to making sure that everyone knows about the transition, the MAB, its member stations and several stakeholder partners have developed a plan that goes beyond awareness and delivers real help to at-risk viewers.
In Michigan, we estimate that as many as 600,000 household rely exclusively on over-the-air television and do not have cable or television service. Research indicates that these households are disproportionately poor, elderly or rural.
In addition to the thousands of television and radio messages that will hit the airwaves for the next 14 months, the MAB is partnering with a select group of agencies and organizations that will help broadcasters spread the word and assist on a personal level those who need extra help to complete a successful transition.
Television viewers will be urged to visit www.michigandtv.com or call their local offices of the Michigan Community Action Agency Association.
MCAAA will help coordinate assistance efforts in their communities across the state, and will enlist help from other partners, including Boy Scouts and their adult volunteers.
“We are grateful for the support of our members and very excited about our partners who have agreed to help us with this enormous project,” said MAB President Karole White. “This is an unprecedented technological change that affects everyone in the country, and we are taking very seriously our responsibility to make sure no one is left behind.”
Fighting Fraud and Supporting Recycling
Assisting viewers with the transition is our primary goal, but we’ve looked at two other major issues that are likely to spring from the big switch: consumer fraud and responsible recycling of old televisions.
The Michigan Office of the Attorney General is working with MAB to combat abuse by those who typically target the poor and elderly and try to defraud them by selling bogus equipment or overcharging for in-home services.
And while millions of old televisions will get a new converter and a second life, many others could be headed toward recycling centers and landfills.
Old televisions, typically CRT sets, have several pounds of lead and varying amounts of other metals and materials that are undesirable in a landfill.
To address that problem, we are working with the Michigan Department of Environmental Quality with two goals in mind – to encourage consumers to extend the life of old sets by adding converters or designating them for video games or DVD players; and make sure that any non-working televisions are sent to recycling centers for appropriate dismantling, recovery and disposal.
Michigan’s Broadcasters are serious about their commitment to their communities and the individual citizens they serve. Our plan represents our concern and our support for every citizen of the state.It also reflects the cooperative and service-oriented nature of our partners, who make the entire plan possible. Without their commitment, our efforts would be far less effective in assuring a smooth transition for television viewers.
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