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Local Station Stories
   
TVWeek Honors DTV Efforts by KOPB-TV & WHYY-TV (April 2008)
 

A TelevisionWeek  report of how stations are preparing for the switch to digital television revealed that stations, both corporate and public, are taking extraordinary steps to make sure the viewers who depend on them aren’t left behind.

As a result, TelevisionWeek honored both commercial and Public Television stations for their multi-media approach to educating the viewers about the transition to digital television. The Public Television stations that were praised for such efforts were KOPB-TV and WHYY-TV.

Here are their stories:

KOPB-TV, Oregon Public Broadcasting, Portland, Ore.

KOPB-TV’s campaign, which emulated the station’s pledge drives, emphasized volume. Thousands of on-air spots about the digital transition aired; viewers signed up for KOPB’s “Digital Help List”; and informational flyers were included in station correspondence reaching 40,000 people, according to TelevisionWeek’s report.

In the community, OPB staff and volunteers have been involved in presentations, events and partnerships throughout the area. In addition, OPB has collaborated with other organizations to spread the word, including AARP, the Salvation Army, the Red Cross and the Urban League, plus the state library system, according to TelevisionWeek’s report.

WHYY-TV, Philadelphia

Serving the large Philadelphia and southern New Jersey communities, in addition to an on-air campaign—crawls, stories, promos—and an information-packed website, WHYY prepared a brochure and DVD for distribution through the county library associations in each of its broadcasting counties, TelevisionWeek reported.

WHYY also partnered with Philadelphia’s Mayor’s Council on Technology to help identify and educate the city’s most vulnerable groups, and plans to convert all of the materials into Spanish for the Latino community.

 
 
 
 
 
 
 
 
 
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