The 2009 transition will
eventually change the way
that Americans watch TV and
the way that marketers buy
media for broadcasting on sets,
mobile phones and the Internet.
On the lips of most in the broad-
casting industry these days is the
February 2009 transition from ana-
log to digital. About 34 million American
households will be affected by the switch: 20
million that rely on over-the-air programming
and 14. 9 million mixed households, meaning
they have a paid service but not all sets are
hooked up to it.
Though advertising for the mandatory switch began earlier this year and many consumers are aware of the transition,
the outcome for television, broadcast and the entire entertainment industry is yet to be determined. And while most media
buying and marketing experts envision a fairly smooth transition, they do expect a long-term impact on how
it influences consumer television habits, including Internet and mobile phone broadcasts — which will most
likely mean a shift in DRTV tactics.