BLANK SCREENS FOR MINORITY HOUSEHOLDS?

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BLANK SCREENS FOR MINORITY HOUSEHOLDS?
Friday, February 15 2008

If the switch to digital television were to occur today instead of one year from Sunday, 13 million households would be staring at blank screens, according to a report by Nielsen research released today (Friday). Another 6 million households would have at least one set that would not be able to receive digital signals. The report suggested that African-American and Hispanic households are the least prepared for the switch -- with 17.3 percent of Hispanic households unable to receive digital signals on any set in their homes. Nielsen released the report at a client meeting in Las Vegas, warning advertisers of the possibility of a serious ratings shortfall unless a major effort is pursued to encourage viewers with analog sets who receive TV over the air to purchase converters.