Though consumer awareness about the federally-mandated transition to digital television (DTV) has grown substantially over the past year, a huge effort will be required to ensure that next year’s handoff goes smoothly, industry observers say.

A new survey of TV households commissioned by the National Association of Broadcasters shows that consumer awareness about the transition has ranged from 39 percent last year to 79 percent this month. Among over-the-air-only TV viewers, 83 percent now say they have heard about it.

The higher awareness is due in large part to the airing of local and national public-service announcements on television at all hours, including prime time, noted NAB spokeswoman Shermaze Ingram. “Local TV stations are also producing a variety of local spots on their own,” she said.

DTV Confusion Reigns

However, a new survey by Consumer Reports indicates that 74 percent of DTV-aware consumers have major misconceptions. For example, 58 percent of all DTV-aware survey respondents incorrectly believe that all TV sets will need a digital converter box. What’s more, 48 percent of the respondents believe that only digital televisions will work after 2009. Additionally, 24 percent incorrectly think their analog TV sets will be totally useless after the transition.

“Based on these survey results, it is now clear that the government and every media company that profits from people watching television must do whatever it takes to make sure consumers will keep getting broadcast TV without paying a dime more than necessary,” said Joel Kelsey, policy analyst for the nonprofit organization that publishes Consumer Reports.

To counteract these and other misconceptions, NAB has encouraged a digital-TV transition coalition made up of 200 member organizations. In the next phase of its DTV education campaign, the coalition will air advertisements in English and Spanish for the FCC’s DTV coupon program to…