Of course, there are billions of dollars changing hands here too. Here’s how it works: First, the government sets a deadline—February 17—for the TV stations to abandon their old airwaves and switch to a more powerful “digital” method of broadcasting. Next, the government holds several auctions, in which cell phone service providers, like Verizon Wireless and AT&T, bid billions for the rights to the vacated airwaves, including a portion devoted to emergency- response communications.
The result seems like a win for everyone: The government raises billions for the national treasury. The government also improves its emergency-response infrastructure. Meanwhile, the cell phone service providers— whichever ones win the auctions—get to offer their customers the strongest reception ever put on the consumer market.
That, in a nutshell, is what will happen by February 17. But where does that leave you, as an American TV viewer?
How the cable industry is responding
If you already have cable programming—from any provider whatsoever—you don’t have to worry. Nothing will change for you on any connected set. “All of Comcast’s customers who are connected to cable will continue to receive broadcast channels without interruption after the digital broadcast transition,” says Derek Harrar, senior vice president and general manager of video services for Comcast. “We’ve reached out to organizations like AARP to develop the easiest, inexpensive, full-service solutions for seniors around the transition. We’re working with them and other community organizations to explain to people currently using ‘rabbit ears’ that cable is the simplest way to transition all of the TVs in their homes so they can continue to view broadcast channels after February 17, 2009.”
All cable companies already have the technology in place to handle the February 17 transition, which is known as the “digital conversion.” In fact, if you have cable programming, chances are you’re already watching a powerful “digital” broadcast. The power of digital broadcasting is why the quality of sound and pictures has improved so dramatically in recent years, including the crystal-clear telecasts known as “high definition.”
Most TVs manufactured since 2005 have been built to receive digital broadcasts. So if your TV is less than three years old, there’s a chance you won’t need to do anything when February 17 rolls around. If you have an older model, your local cable system can prepare your household and TV for the conversion.
What’s the best way to check if your new TV is equipped for the digital era? Consult your owner’s manual or look up your model on the manufacturer’s website.
What digital offers viewers
February 17 may be the ideal time to upgrade all of your TV sets to digital broadcasting. You could buy new sets; better yet, your cable company is ready to prepare all of your TVs for the digital conversion, which won’t, incidentally, be as pricey as it sounds. Most providers offer basic packages for under $50 a month.
If you think that’s a lot to pay for countless channels you’ll never watch, consider what else you get with a subscription to a digital service. For one thing, you’ll have access to thousands of movies—and the ability to watch them whenever you like. This service is known as “on-demand.” What it means is with your remote control, you’ll be able to scroll through a library of titles, select a film, and then watch it at your convenience. You can pause it, rewind it, or do whatever else you might do w ith a rental. The financial savings you’ll discover by avoiding theaters and rentals will help offset your monthly cable fees.
It may sound like complex, high-tech stuff, but millions of Americans are already using on-demand features with ease.
The other technology you’ll have access to with a cable subscription is called “DVR,” which stands for digital video recorder. The concept here is simple: Imagine if you could record any program you want and store it on a memory chip inside your TV. That way, you need not worry about being home by a certain time to ensure you catch a program. You can treat your recorded program like a rented movie—you can fast-forward through commercials, pause the program whenever you like, and re-watch your favorite parts.
“Consumers can manage programming so that it fits with their own schedule,” says Brian Dietz, spokesperson for the National Cable & Telecommunications Association. So if you heard the rumors about February 17 and were starting to worry— you can relax. Just learn what kind of TV sets you have, and your cable company can help do the rest. They didn’t create the new law, but the cable industry is making it much easier for consumers to understand and adapt to it. The main thing that’s changing—for you, the consumer—is the quality of your broadcast signal and the quantity of your programming choices.
All those other rumors you’re hearing are just white noise.